Abstract:

The rapid pace of globalization is placing extreme demands on market researchers. Enabling technologies exist to permit market researchers to deliver breakthrough capabilities in terms of understanding customers and consumers while delivering valuable insights to research clients in less time, with higher quality, and at lower cost. Failure to recognize the urgent need to adapt to technological innovations while leveraging market research's greatest strengths will result in an industry that may be reduced to a secondary component of larger, faster, and more efficient technology-enabled providers of business intelligence, marketing automation, advertising feedback, and customer relationship management solutions.