Where Do Surveys Fit into the Modern Marketing Ecosystem?

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

The survey business, and tracking, in particular, is going through an existential crisis. With the proliferation of new data sources and suppliers, clients are left asking where does their survey research program fit in with all the other data sources available to them? This is a fair question so let’s unpack this conversation in a bit more detail.

A changing data ecosystem

In order to put this discussion into context, we need to briefly review the changes that have occurred in the market research industry in the past few years. As technology has forged ahead, we’ve seen more and more...

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