On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research

Abstract

The article employs the metaphor of jazz music making to facilitate visualisation and implementation of needed change within the market research profession. The article also contributes to the literature in positing potential new forms of evaluation criteria suggested by the metaphor which might be used in evaluating research (and researcher) quality. An example of how the metaphor might be applied to make the typical research presentation more engaging to decision-makers is also provided.