Design Research VS Market Research

In his article The Birth and Death of Market Research: Why Design Research Will Prevail, the author Sam Ladner argues that market research is not actual anymore, and it is only suitable to 20th century mass production era that is now disappearing. Buyers require more customized and individual approach. Niches become of a great importance and only qualitative design research can help understand the context and what the niches do really want.

Would you agree with this argument? Please share your opinion on this topic.