Market Research and Insight: Past, Present and Future

Abstract

One hundred years have passed since the founding of the first independent market research firm in the UK in 1921. This important milestone inspired this special issue of the International Journal of Market Research that explores the role and importance of market research through a historical lens. A historical approach enables recognising and (re)framing both academic and practitioner contributions to market research through the years. Knowing the past allows better understanding and appreciation of the present, while simultaneously enabling envisioning of the future. In this introduction, we briefly review the origins and development of market research before introducing the three papers that comprise the special issue.