There is a growing consensus that market research is fundamentally broken, or at least majorly flawed. Many people are waking up to the idea that it's not able to actually deliver on its claims. Interventions like design thinking, while well-meaning and highly organized, have not fulfilled their potential either.
The world of commercial research is struggling to fill the knowledge needs of most organizations, and the solution is to gain a more in-depth understanding of people, allowing researchers to more accurately ascertain their sentiments.
