From CS to CRM. The use of wireless technologies to integrate market research into day-to-day business in Japan

Vanessa Oshima and Mark Ferris

Although market research firms strive to be more integral to their client’s business process, several fundamental characteristics inherent to the way market research is conducted today represent barriers to this integration.

From CS to CRM

The use of wireless technologies to integrate market research into day-to-day business in Japan

Mark FerrisJapan Market Intelligence, Japan

Vanessa OshimaJapan Market Intelligence, Japan

“Marketing is too important to be left to the marketing department.”David Packard, Hewlett-Packard

INTRODUCTION

Market research firms have long strived to become more integral to the business process of their clients. But to what extent have they been successful in this regard? To what extent does this remain an elusive Holy Grail for the whole industry?

That the investment made by companies today to research all aspects of their...

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