Abstract:

Few would argue that supplier consolidation is reshaping the fundamental landscape of the market research industry. Very little attention, however, has been devoted to the long-term impact of this trend on customers, especially those seeking large, complex, ad hoc multinational studies. The purpose of this paper is to examine industry consolidation from the perspective of this kind of research buyer - what it is has meant so far, and what it is likely to mean over the rest of the decade.