A very interesting article from Joel Rubinson on Greenbook on the pressing need to change some of our current market research and brand tracking processes.

http://www.greenbookblog.org/2014/08/26/creating-a-research-transformation-agenda-for-2015/

Some key actions that Joel recommends are:

So what are your transformation goals for 2015? I recommend the following process: 

• Pick an important business need and research program that are most ripe for reinvention using the IVC pyramid as your audit tool 
• Identify the needed new data streams and skills 
• Create a new vision for the program 
• Search for partners who can best enable this vision 
• Choose a partner and carefully guide the initial work 

So what do you think about the need for change?