The New Life of Marketing Research. The Insight Imperative. This issue

It is always difficult to identify a consistent fil rouge among the jobs that researchers submit in response to a call. Moreover, the theme of Market Research does not seem to be very popular: neither in scientific research, scholars do not research industrial issues, nor in education, courses of Market Research are rare. After reading and discussing the works presented here, we are convinced that there was a clear fil rouge: the usefulness of market research studies in various areas and domains of marketing and their liveness. The latter is demonstrated by the fact that, particularly in the last decade, huge advances in the neuroscientific approaches applications and technology implementation have been made. What has remained unchanged (and as always) is the basic question on which methods and techniques evolve: to understand the consumer decision-making, particularly evaluation and choice. These advances have fueled continued growth in the new methods and tools for knowledge advancement and practical implementation. This special issue aims at updating and feeding the the debate on Market Research as a field of study and the application and implementation of new tools and methodologies.