Data convergence. How much further to go?

Andrew Czarnowski and Judith Passingham

The key focus of this paper is to outline how different market research disciplines are starting to converge and how the consumer panel is particularly at the heart of this process, reaching this position because of its ability to offer both quantitative output as well as a softer consumer dimension.

Data convergence - how much further to go?

Judith PassinghamTNS Worldpanel (Consumer Panel Sector), United Kingdom

Andrew CzarnowskiSuperpanel, 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...

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