Developing Delphi methodology for studying future market change

Purpose The purpose of this paper is to develop Delphi methodology toward a holistic method for forecasting market change. experienced its culmination in marketing research during the 1970s–1980s, but still has much offer both scholars and practitioners contexts where future changes are associated with ambiguity uncertainty. Design/methodology/approach This study revives by exemplifying how recently developed framework on change can be combined technique data collection support activities research. authors demonstrate benefits improved an empirical impact fifth generation wireless communications technologies (5G) Finnish media market. Findings methodological approach aids categorizing analyzing collected capturing change; better guiding experts/respondents provide projections show that using predefined theoretical combination analysis beneficial studying Originality/value develops contributes novel assessing