Unlocking the real potential of web-based market research

The market research industry has failed to exploit the opportunities provided by the internet; they use it simply to repeat offline research methods faster and cheaper.

Unlocking the real potential of web-based market research

Brendan Light and Martin Oxley

If one examines the evolution of market research (MR), it is apparent that there have been significant improvements in most areas. With every progression in the predominant data-collection method, the MR Industry has expected – and received – more than simple gains in time and cost efficiency; significant advances have been made in the depth and breadth of insight generated. But, in the age of the internet, it seems that the same demands have not been placed on web-based MR. Despite having the most powerful...

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