Data convergence - how much further to go?
TNS Worldpanel (Consumer Panel Sector), United Kingdom
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.