The objective of this document is to resume the increasing importance of qualitative market research, which has shown growth not just in scientific journals but also has larger numbers compared to quantitative research. The first step was reflecting on research in marketing and the possibilities it offers to get to know consumers and purchasing habits. The methodology applied is divided in two moments: the first moment is based on bibliometrics, which reviews trends in publications, and in the second moment, different scenarios from marketing research are proposed based on experts’ opinions and prospective methods (Smic Prob-Expert method). The conclusion is that in the future, research will become a discipline that is largely associated to sensory and neurological studies, operated with social networking strategies and oriented to the description of specific phenomena, all of which will lead to a new scientific anthropo-marketing.
MARKETING RESEARCH PROCESSES. A PERSPECTIVE OF THE FUTURE FROM A QUALITATIVE VIEW
