To read the full version of this content please select one of the options below:

Analysis of The Turkish Market Research Industry: The Changing Role of the Researcher

Marketing Management in Turkey

ISBN: 978-1-78714-558-0, eISBN: 978-1-78714-557-3

Publication date: 30 July 2018


Market 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.




It is a pleasure to thank those who have made this study possible; it is the product of my belief in an industry and would not have been possible without the support and encouragement from many special people.

Above all, I am indebted to Sidar Gedik, CEO of Ipsos Turkey, with whom I have worked for five years. Sidar Gedik was the first person whom I contacted when I started to write the manuscript of this chapter, and his encouragement to strive to reach a higher level at all times is greatly appreciated.

I owe very special thanks to Fulya Durmus¸, chairman of the Turkish Researchers’ Association (TÜAD) and Pınar Trana, general coordinator of TÜAD, who have supported this study in the most collaborative and constructive ways.

I would like to express my utmost gratitude to Özlem Sönmezyalçın, general manager of Ipsos Research Labs, whose guidance and inspiration has challenged my thinking. Many professionals from the industry have enriched this study and my deepest appreciation goes to all researchers who participated in the interviews. They are among the future leaders that will make the industry excel at multiple disciplines when facing the challenges of market research in Turkey.


Karanci, . (2018), "Analysis of The Turkish Market Research Industry: The Changing Role of the Researcher", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Bingley, pp. 75-101.



Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited