Author Archives: Edward Appleton

Do we need to rethink market research debriefs?

Editor’s note: Edward Appleton is a client-side senior consumer insights manager based in Europe. Are debriefs actually detrimental to insights? This is a question grounded in experience, not one designed simply to provoke debate. A few months ago, I debriefed … Continue reading

Posted in Market Research Best Practices, Research Industry Trends, The Business of Research | 6 Comments

Can marketing researchers aspire to become analysts?

Editor’s note: Edward Appleton is a client-side senior consumer insights manager based in Europe. Here he recaps a recent conversation with Tony Cosentino, vice president and research director of Ventana Research, San Ramon, Calif. I first bumped into Tony Cosentino … Continue reading

Posted in Marketing Research Jobs, Research Industry Trends, State of the Research Industry, The Business of Research | 2 Comments

Is methodological rigor getting neglected?

Editor’s note: Edward Appleton is European consumer insights manager at a major multinational based in Munich, Germany. Market research is undergoing an exciting phase of change – the survey is under attack as a shallow method of accessing people’s real … Continue reading

Posted in Market Research Best Practices, Qualitative Research, Quantitative Research, State of the Research Industry, The Business of Research | 3 Comments