Abstract:

This paper examines the phenomena of digital disruption on qualitative research businesses, specifically the impact of technology on top line growth, and how qualitative businesses have coped with this. We will test the hypothesis that the impact of digital disruption on agencies has meant that those more digitally engaged businesses have seen increases in their revenues, while the more traditional players are experiencing shrinkage. We will seek insight from the frontline on the real impact of this on their agencies, and how to tackle this constant challenge.