Market research reloaded

The market research sector is currently a field of activity subject to considerable changes. Clients' information needs are shifting further away from the realms of traditional research agencies toward other types of suppliers, often ICT-driven.

Market research reloaded

Wim van Slooten and Pieter Paul VerheggenMOA Center for Marketing Intelligence & Research, Netherlands

INTRODUCTION

This paper summarizes the results of a large number of discussions which researchers on both the bureaus' side and the clients' side in the Netherlands have engaged in concerning the future of the professional field of market research, and to inform you of how the MOA, the Dutch professional association for market research, has translated these discussions into specific policy and measures ensuing from that. Let's go back to the end of 2009. As in many countries, the economic crisis...

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