Abstract:

The first part of this paper discusses the perspectives and problems of multimedia market, focusing the difficulty in defining the dimension, the characteristics and trends of this market. The second part describes the difficulty of the market researchers in answering these questions because both supply and demand are missing, not yet identifiable. Researchers are thus deprived of the traditional reference points any market research study is based upon. The paper analyses these issues, suggesting some considerations on the change in the role of the market research in studying the multimedia market and on the adoption of new approaches to our traditional methodologies.