P&G's Lewis calls for shift away from traditional methods

Joan Lewis told Esomar Congress yesterday that research suppliers need to be willing to try different techniques, and not to be “ideological” about methods.

“Survey research isn’t dying because we don’t want it, necessarily – I don’t think consumers are going to do it. This is not the world that consumers live in. I’m thinking in five years it’s going to look very different.

“We need to not become the case study of the industry in disruption that didn’t notice it,” she said. “We need to become the case study of the industry in disruption that drove it to a greater place.”

Read more of Lewis’s comments on our Esomar Live blog.