Forrester

Why Read This Report

Until a couple of years ago, the market research department was the only department that proactively collected data from customers and prospects and broadcast it into the organization, but now data is streaming in from multiple sources simultaneously: Web tracking, Web measurement, social media listening, and primary and secondary research, just to name a few. 2011 will be the year when this data starts to converge on market research departments. As a result, they will need to prepare themselves for the future by implementing organizational changes, understanding how technological developments will change their roles, adding emerging research methodologies to their tool kits, and embedding social media as an information source.