Marketing Academia Needs to Change Market Research Teachings

There was an interesting article regarding how marketing academia is needs to change the principles of what is taught. In today's organizations, more and more, the focus of marketing research is centered on consumers and the idea of customer insight. It's about finding out what current customers are saying, and finding ways to improve and incorporate these suggestions into final products, rather than surveying a random sampling of a predicted target audience. Based on this articles research, schools that teach marketing need to move away from just teaching 'classical marketing.' Instead they need to consult more with companies, and find out the actual marketing practices in place in order to keep up with changing face of market research. As the article states: 'Commercial market researchers and applied academics share a requirement to make their research accessible, engaging and even actionable. There is little overt acknowledgement of this at present, and until this changes, the current academic cultural norms may erect barriers to our messages getting across.'