For some, evolution, or change, represents a wonderful opportunity; for many others, it poses a grave challenge to the accepted norm; but for all of us, such change is now an undeniable and omnipresent element of daily life. As developments in technology, travel, media and communication enable us to bring the world closer together, faster, more regularly and more frequently, change ironically becomes the constant, common denominator of life that we need to celebrate more.
In light of recent developments in the market research sector, MOA ( the market research sector organisation in the Netherlands) has formed a think tank. This group has investigated developments in ICT and other non-market research sectors, resulting in a plan for organising and defining the market research field of activity. This 'market research reloaded' concept focuses on the needs of users of marketing and/or business intelligence and is based on the integration of different data streams in order to ensure optimal decision-making.