He contrasts this with the consumer-focused sector in which he now works. He says: “I think it has been slow to incorporate new thinking from psychology and neuroscience, and it’s probably slower than other segments in embracing and really facing into changes in technology.” Though Geoghegan started out as a researcher in a big research company, his career has subsequently revolved around innovation in consumer products and, now, a senior role in consumer marketing.Ĭompared with other sectors, Geoghegan considers market research not to be known for innovation. As the world’s largest premium alcoholic beverages company – and the name behind major brands such as Smirnoff, Johnnie Walker and Guinness – Diageo is a significant research buyer. The industry’s caution is not necessarily seen as a negative – but how market research fares as technology drives innovation is where views start to differ.Īndrew Geoghegan is global head consumer planning at Diageo. There is remarkable consistency in the views they express. Does market research have an innovation problem? And, if so, what can it do about it? These were questions I asked of four leading thinkers and practitioners in innovation: a major buyer of research, a provider of consumer insight away from conventional market research, a market researcher who advises companies on innovation and an ex-research-buyer-turned MR technology innovator.
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