Abstract:

This paper is on expanding the use of market research outcome to a relatively new area, where market research data normally was only scarcely used. We are talking about the budding and maintenance of scenarios for the future. Since that particular area is almost exclusively meant for the use of top management it implies both a new challenge as well as an opportunity for market research practitioners. In the paper we combine the national scenarios as developed for the Netherlands with market research data obtained in a continuous trend survey which has been running for eight successive years. This paper deals with the more strategic issue of the expansion of the use of market research for a new target group, thus expanding the market.