The Internet of Things (IoT), the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment, has quickly become a hot topic for 21st century businesses and Market Research businesses in particular. By attending this firestarter presentation, market researchers will answer questions, such as: what is the state of the Internet of Things (IoT) and how will it evolve in the coming years? How can research companies help their clients make the most of new insights derived from smart objects? What are the best practices of incorporating IoT insights into your research programs? What are some current examples of market researchers who have harnessed the value of incorporating IoT insights to research? This paper will investigate how the Internet Of Things can, if used correctly, add an extra dimension to market research, providing a window into the needs and satisfaction of customers and participants.