Forrester

Why Read This Report

Over the past 10 years, the Internet has changed the role of market research agencies, survey respondents, and consumer market researchers. Overall, the market research industry has seen steady revenue growth year-over-year, and offline research in Europe is still holding strong. The challenges market researchers face today involve balancing a combination of cost, speed, quality, and control. New online research methodologies are poised to revolutionize the market research industry once again, and Web 2.0 will change how companies communicate with their customers. Consumer market researchers need to prepare for this by increasing the influence of market research in their organizations, experimenting with new technologies, and transforming their customer databases to quality research panels.