Abstract
The author uses semiotic analysis to look at the language and imagery used by the market research industry to market itself, and argues that it needs to change if research is to be taken seriously at board level. For instance, research literature tends to focus on ‘knowledge’, whereas clients are more interested in what can be done with information when they get it. Unless the industry changes its discourse, it will fail to break out of its limiting image of ‘backroom technician’ towards the more desirable image of strategic thinker and boardroom action-maker. Some of the difficult areas are illustrated, and pointers given as to how these might change. Winner of the Best New Thinking and Best Technical Paper Awards at the 2002 Market Research Society Conference.
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