Research Now speaks out for market research

Many market researchers will have experienced Peugeotulsion in the past few months.

Peu-geot-ulsion (Per-joh-uhl-shun) noun: The act of expelling a mouthful of one’s TV dinner in anger after having seen Peugeot’s latest advert.

In said advert, named ‘Design and Driving’, Peugeot appears to suggest that their car designs are not based on market research – which they have chosen to represent with huge piles of paper, stuffed full of charts. If you haven’t seen it yet, watch it here:

We thought it was vital that one of our research industry clients spoke out against this prejudice, and Research Now’s Annie Pettit rose to the challenge.

You can read the article here.

Marketing Week’s Mindi Chahal also wrote about how the ways and means of conducting and presenting market research are contradictory to that view, you can read it here. Research Now’s Annie Pettit also commented on this article, echoing her argument in Research-Live, which was published in the magazine.

Copy of comment MW 310114

Both articles sparked hot debate from the research community – what do you think?