Data convergence - how much further to go?

Judith Passingham
TNS Worldpanel (Consumer Panel Sector), United Kingdom

Andrew Czarnowski
Superpanel, TNS, United Kingdom

THE DRIVERS OF DATA CONVERGENCE

The Business Environment is Changing

The market research landscape is changing. The key driver for this is the changing business landscape. Commercial organizations work in ever faster moving and ever more competitive environments. As many companies face challenges to grow their top-line sales, attention is focused on the cost side of their businesses, with headcount reduced and spending cut. The remaining employees face greater pressure and typically find themselves having to work harder. Against this background, multi-national corporations seek to use their global scale to secure efficiencies in procurement, as well as to avoid the complexities of operating across multiple country borders.