The Future of Market Research in a Do-It-Yourself Age

The paper notes the extent and nature of 'do-it-yourself' (DIY) research, where part or all of the work is undertaken by the client company, without the use of specialist or full-service research agencies.

The Future of Market Research in a Do-It-Yourself Age

Stuart Green, Adelphi International Research andCatherine Munro, Boots the Chemist

INTRODUCTION

In recent years technological advances have increasingly enabled clients to cut out the middleman when researching their customers. This paper sets out to explore the implications of this Do-It-Yourself Age for the market research industry. The aim of this paper is not to provide a definitive answer since clearly, different industry sectors and research types will be impacted to varying degrees. Instead it seeks to capture recent trends and generate discussion amongst the research...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands