WHY BEING JUST ONE STEP AHEAD ISN’T ENOUGH
Just a few years ago, online access panels were considered a new and exciting research technique, but were also regarded with suspicion. Today, they have become a reliable data collection method that forms part of everyday research activities. New techniques are eventually accepted.
As market researchers, we are all too familiar with this process, since all our activities are affected by it: at some point, every exclusive idea becomes common knowledge. Research enterprises cannot be satisfied with any individual “big discovery”, but must always endeavour to maintain their knowledge advantage. What’s important is not to be first, but to remain first – with the assurance that others will follow and be inspired.
We don’t want to hide our knowledge. We are dynamic enough to be able always to remain one step ahead. Our goal is to maintain our advantage and inspire others.