Global research transition: The future of insight development in the CEE region

Corrine Sandler and Jenna Alexandre
Fresh Intelligence, Canada


The first known survey conducted in the United States was the U.S. Census of 1790, yet the real growth of the industry came after World War II. Technological advances during and after the war greatly increased manufacturing capacity. Consumers had more and better products to choose from and manufacturers had to pay attention to their customers' demands and wants.

It was at this time that the industry known as marketing research came into its own as the consumer's voice to the manufacturer. We have seen immense changes since the 20th century and now in the 21st century technological advancements have given rise to copious opportunities in the research world to garner new intelligence. The hypothetical future emergence of research through smartphones just 50 years ago was a figment of one's imagination, but now a very real intelligence gathering medium. We can only imagine what will emerge in the 22nd century. Beginning on January 1, 2101 our industry will be transformed once again as emergent technologies continue to transition the global research world.