This paper is subdivided into three sections. In the first section, which provides a historical overview of organizational structures through time, the advantages and disadvantages of the various models will be discussed and used to provide an explanation of the change in organizational structures. The second section of the article describes the development of market research through organizational changes until the present day. In the third section, the gauntlet is thrown at market researchers: to determine their own direction; to choose their own way. What is needed is a market research department with a vision. The foundation for this article comprises a literature study, expert interviews and IPM's own insight into this theme.