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...