New capabilities. The revolution in continuous marketing research and why it's happening.

Colin Buckingham

This article describes the revolutionary changes taking place in continuous market research, especially with scanning data and the development of electronic databases.

New capabilities.

The revolution in continuous marketing research and why it's happening.

Colin Buckingham

As what they can now deliver suddenly coincides with the information clients now need, the major continuous marketing research operators are coming to look more like management consultants, less like survey companies of the traditional kind. Despite (partly because of) the recessionary climate, the sector is experiencing revolutionary change and marked growth. This paper examines the main factors: better and more sensitive data; the ways in which it is being integrated into powerful single information systems; improved accessibility and presentation. New technology made it all possible,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands