Addressing a key challenge facing market(ing) research: Re-aligning the academic and practitioner communities.

The author comments on an article published within the issue which explores the gap between how marketing research is taught in business schools in Great Britain and how the practitioner world of market research is evolving. Topics covered include the challenge of re-aligning the academic and practitioner communities in marketing research, and the need to change in the curriculum as well as a new name for the sector that reflects the trend from surveys to big data.