Abstract:

Market research is becoming more business-driven as the financial world takes an increasing interest in marketing information and insight. But what levels of compensation are investors looking for, how will they be delivered and how will this affect the quality of data? Business-driven approaches have their advantages and disadvantages but if there are no clear limits over what is and is not desirable, widespread turbulence can quickly arise, as evidenced by recent developments on the US mortgage market. It is still relatively peaceful in the world of research, but will it remain so? Business-driven practices will continue to have more impact and although developments and challenges are in the spotlight elsewhere in the world such as the BRIC countries, the US is still the leader in market research business. Reason enough, therefore, to look a little more closely at the US in this edition of Research World.