Market research is at risk of becoming irrelevant. The professional discipline is at a crossroads during a turbulent, global economic shift. This is adding extreme pressure for market research to prove its worth. Marketing also is evolving and the pace is more pronounced by the evolution in new media. Market research is highly dependent on the very functions of the businesses from which it has evolved and for which it now provides insights. It is interdependent and must grow and evolve to remain relevant.