The unfulfilled promise of internet research

George Terhanian

Prior to the bursting of the Internet bubble in 2000, certain oft-quoted advocates of Internet research argued provocatively and persuasively that it would soon become the dominant methodology for market research at 'Internet speed.' At many U.S.

The Unfulfilled Promise Of Internet Research

George TerhanianHI Europe

Introduction

Prior to the bursting of the Internet bubble in 2000, certain oftquoted advocates of Internet research argued provocatively and persuasively that it would soon become the dominant methodology for market research at 'Internet speed.' As Rudy Nadilo, former Chairman and CEO of Greenfield Online, declared, Internet research is 'the methodology for the next millennium' (Nadilo, 1999). In preparation for the rapid rise of Internet research, Nadilo and his former company even trademarked the phrase 'research revolution.'

Nadilo, albeit outspoken, was not alone in his zeal for Internet research. During...

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