Abstract:

There is a greater scope of opportunities as our industry changes. This presentation builds a case for three 'imperatives' for transforming the current marketing research industry and organizations that compete within it: a need to shift from designing research for projectability to designing research for comparability to and integration with other data sources; a need to supplement research competencies and offerings with data integration and linkage competencies and offerings; and a need to supplement data collection and analysis services with data deployment and utilization services.