A paper first presented by Sheila Wilson and Tim Macer at the ASC’s International Conference in 2016 was one of those picked to feature in a special issue of the highly rated journal, the International Journal of Market Research, in a special issue devoted to the ASC Conference.
IJMR Editor-in-Chief Peter Mouncey notes in the issue’s editorial, The conference presented delegates with a wide range of challenges and opportunities that technology is providing. Some of the key ones are presented in the papers in this issue. Macer and Wilson, in the lead paper, demonstrate clearly where the sector has, and hasn’t, embraced and applied technology to good effect.”
Commenting specifically on the topics the authors addressed in the paper, he said: “Macer and Wilson (meaning ltd) provide a fascinating picture of how the market research sector has adopted, or otherwise, the advances in technology over the past 12 years – a period of significant change fuelled by the mobile revolution. The basis for the paper is the annual global survey of research companies on technology conducted by meaning ltd since 2006. So, quoting part of the conference theme, ‘Are we there yet?’, probably the main conclusion is that the research sector is trailing consumers in adapting to, and exploiting, the mobile revolution.”