Instant Innovation: From Zero to Full Speed in Fifteen Years—How Online Offerings Have Reshaped Marketing Research

Colin Campbell

Monash University

Michael Parent and Kirk Plangger

Simon Fraser University

Insights from

Gian M. Fulgoni

comScore, Inc.

INTRODUCTION

Although many facets of marketing research have changed over the last 50 years, it is remarkable that the field, in many ways, has remained unchanged. While music has shifted from radio and vinyl records to iPods and MP3s, the underlying activity—listening to music—remains omnipresent. Television viewing, theoretically doomed by the Internet and digital video recorders, actually is on the rise thanks to new mobile devices and streaming sites such as hulu.com (Rideout, Foehr, and Roberts, 2010). Similarly, although advertising power has shifted from the Yellow Pages to Google, advertising in search-based media continues to be lucrative for both those who run search media and those who advertise in them.