The Internet of Things: An opportunity for transformation in Market Research

This paper examines the potential impact of the 'Internet of Things' (IoT) on market research and how it can be used to understand the needs and satisfaction of customers and research participants.

The Internet of Things: An opportunity for transformation in Market Research

Miguel Ramos

Introduction

The Internet of Things is becoming intrinsically linked to any discussion about big data. At the moment, its impact on the data that market research programmes collect remains limited because internet-enabled devices, such as wearables, generally onl