Karancı, O.2024-07-122024-07-1220189781787145573978178714558010.1108/978-1-78714-557-3201810082-s2.0-85148188783https://doi.org/10.1108/978-1-78714-557-320181008https://hdl.handle.net/20.500.12415/7290Market research and insight generation is the art of unifying relevant pieces of information when formulating the solution to a puzzle. The present chapter contributes to the market research industry and the literature on research methods by providing a detailed snapshot of the current state of the industry in Turkey, as an emerging market, together with the future outlook. The comprehensive review in convergence with expert precepts elucidates the transformation of the industry. In the last decade, the world has witnessed a digital revolution that has affected the way in which research is conducted, and the identity of the storyteller. The consumer is the principal actor, and researchers assume the roles of co-creators and curators who are responsible for combining different forms of data. The new roles have changed the perception of the term market research and have generated new labels to denote business in the digital era. From the study, conclusions can also be drawn regarding the impact of technology and new methods upon research designs. New technologies are inspirational; they raise the industry to a higher level and allow researchers spend their time, energy and resources on the interpretation of data rather than on the gathering process. Consequently, the role of the researcher is to understand people, and hence the eternal principles of marketing research remain valid even in this new era. Professionals are expected to be courageous in their decisions and to be agile leaders who will be active participants in the transformation process of the discipline. © 2018 by Emerald Publishing Limited. All rights reserved.eninfo:eu-repo/semantics/closedAccessAnalyticsCo-CreationConsumer InsightMarket ResearchNew Generation ResearchBook Chapter101N/A75