The Future of Market Research in a Do-It-Yourself Age
Stuart Green, Adelphi International Research andCatherine Munro, Boots the Chemist
INTRODUCTION
In recent years technological advances have increasingly enabled clients to cut out the middleman when researching their customers. This paper sets out to explore the implications of this Do-It-Yourself Age for the market research industry. The aim of this paper is not to provide a definitive answer since clearly, different industry sectors and research types will be impacted to varying degrees. Instead it seeks to capture recent trends and generate discussion amongst the research...