Abstract:

With over 25,000 firms and 3,000,000 professionals engaged in market research worldwide - in a world where Encyclopedia Britannica has been largely eclipsed by Wikipedia: how do we stay afloat? This paper will demonstrate how technology and society are changing and ask how market researchers must adapt. Highlights will include an illustration of the sheer amount of data now available to market researchers, and a consideration of the impact that devices like the iPad will have on data collection and market research.