Become a thought leader with market research. Or not.

Three questions in an omnibus and thus answer the big questions of the day. A PR snapshot can work, but it doesn't have to, says Jens Krüger, CEO of Bonsai, in his current column on marktforschung.de. When it comes to thought leadership, institutes should see themselves more as sparring partners for companies than as field service providers.

"In the last two years - at least it feels like - all the questions that are still open have been answered in at least a hundred studies each," wrote Jens Krüger: "The current inflation of our money has already been pre-empted by the inflation of knowledge. Now is the time to boldly and collectively ask the big questions." What might those be? How market researchers can become impulse generators for social debates and support companies on their way to thought leadership with future studies? Read about it in Jens Krüger's column on marktforschung.de.