Abstract:

What is the biggest threat to the future of market research? This paper argues that deep, permanent changes in the competitive dynamics of market research are behind its growing commoditization and that of other trends like 'DIY' research. The driving force behind these trends is 'dis-integration' or modularization of the value chain. This results in the migration of profit pools from large integrated agencies to smaller 'subsystem' providers. Survival in the face of this change will require new market research business models and this paper will outline what those models will look like.