The future of the market research industry in an online and interactive world
Ulf AndersenTaylor Nelson Sofres
EXECUTIVE SUMMARY
There are three major trends occurring that will have a major impact on the market research industry. First, the emergence of the mobile internet will dramatically change the way people use the internet, and the way we can survey respondents about their opinions. Secondly, as a result of the mobile internet, consumers are becoming channel independent (accessing the internet from more than one device), which in turn means that we need to be able to interview people in a multitude...