The document discusses the future of marketing research. It predicts that mobile, DIY marketing, marketing science, commoditization, neuroscience, and memetics will be important trends in 2014 and beyond. The document also discusses various dichotomies in marketing research, including structured vs unstructured data, big data vs small data, measurement vs understanding, individual vs collective, evidence vs intuition, industry vs guild, rear view explanation vs windshield prediction, bivalence vs multi-valence, strategy vs execution, science vs art, content vs context, quantitative vs qualitative methods, wisdom vs algorithm. The overall message is that marketers will need to develop "bivalent unconscious competence" and embrace bivalence to make effective business decisions

1. The Road Ahead
The Future of Marketing
Research
Muder Chiba

2. Defining MR
Muder Chiba

3. Defining MR
Muder Chiba

4. Defining MR
Unconscious competence
Muder Chiba

5. “Marketing research involves gathering and
analyzing (information) in a systematic manner, with
the objective of identifying or solving marketing
problems and facilitating decision-making.
Defining MR
Conscious competence
Muder Chiba

6. Predictions for 2014 and beyond
MOBILE
DIY
MARKETING SCIENCE
COMMODITIZATION
NEUROSCIENCE
MEMETICS
The overarching fundamental governing frameworks are still evolving…
Muder Chiba

7. The Yin and Yang of
Marketing Research
Muder Chiba

8. Man as Ape
Man as Scientist
Muder Chiba

9. Structured Data
Unstructured Data
Muder Chiba

10. Big Data
Small Data
Muder Chiba

11. Measurement
Understanding
Muder Chiba

12. Individual
Collective
Muder Chiba

13. Evidence
Intuition
Muder Chiba

14. Industry
Guild
Muder Chiba

15. Protect my
*ackside
Protect my
Future
Muder Chiba

16. Rear view
Explanation
Windshield
Prediction
Muder Chiba

17. Aristotle
Bivalence
Buddha
Multi valence
Muder Chiba

18. Strategy
Execution
Muder Chiba

19. Science
Art
Muder Chiba

20. Content
Context
Muder Chiba

21. What will all this
mean to you ?
You will have to develop Bivalent Unconscious Competence in the use of
Information to take business decisions…
Muder Chiba

22. Mode
Quantitative
Method
Qualitative
Method
Mode
Muder Chiba

23. Wisdom
Algorithm
Embrace Bivalence
Muder Chiba