Adrian Chedore, the global CEO of Synovate was interviewed yesterday (12/04) by Marketing Daily and provided a look ahead for market research and offerred some helpful advice for businesses of all sizes. Primary among his observations was the recommendation that the future for research lies in understanding the trends and forecasting the outcomes of markets on the macro level combined with the use of social media to engage in “really in-depth” conversations to understand the attitudes of frequent users who drive those markets.
Technology enables marketers and business managers to see their enterprise and the markets in which they operate on a grand scale. Trends are easier to spot and business models can be altered accordingly. But to really understand the “why” behind those trends, you have to get to know the customers who make up the markets.
Given the economic challenges facing small and large businesses today (check out article on marketing during a recession, 
