Abstract:

This paper discusses the issues that global telecommunications market research needs to address. It describes the need for a consistent approach that encompasses a core data set that meets international, regional and local requirements. It discusses the different types of information requirements and categorises these as calibration, description and planning. It outlines the ways in which these can be delivered and in particular the opportunities that exist for linking research and customer data. It concludes by forecasting the manner in which the 'panel' characteristics of Internet research will enable research to offer opportunities for cost-effectively understanding this and similar markets.