Posture at any price?

Doing market research was a bit like being Swiss. Untouchable, neutral, always conscientious, sometimes over-correct. In the past, it would have been unthinkable to position oneself clearly as a market researcher. But how political may/must marketing and also market research be in view of the war in Ukraine and the pandemic? Jens Krüger deals with this question in his column "Real life" on marktforschung.de.