FROM INFORMATION PROVIDER TO BUSINESS PARTNER: WHAT ROLE FOR THE MARKET RESEARCHER?

In a rapidly changing business environment market researchers are facing challenges to their industry from other suppliers of information services. This may result in market researchers becoming information providers rather than being business partners to management. However, for market researchers to develop a meaningful business partner role, will require changes in terms of their skills and approach to senior management. Ways in which these changes can be achieved are suggested.