The revolution in continuous marketing research and why it's happening.
As what they can now deliver suddenly coincides with the information clients now need, the major continuous marketing research operators are coming to look more like management consultants, less like survey companies of the traditional kind. Despite (partly because of) the recessionary climate, the sector is experiencing revolutionary change and marked growth. This paper examines the main factors: better and more sensitive data; the ways in which it is being integrated into powerful single information systems; improved accessibility and presentation. New technology made it all possible, but the main engine for change seems to be altered client requirements. Other visible changes: a faster tempo, the converging of store and home panel data analysis, and the prospect of chain-specific data heralded by an important new Safeway initiative.