Why Read This
Like so many people, market researchers have been through a lot in the past year. They saw their workload change significantly in 2009 because of an increased need for information, with higher expectations but with fewer resources. Simultaneously, they had to understand how social media is changing the market research industry. This growing demand for consumer insights, coupled with the changing research landscape, will set the stage for 2010. Next year, market researchers will be pressured to incorporate more innovative tactics like social media into the research mix and broaden their research scope to include more diversified (global) target groups, while maintaining a critical focus on budget and accountability.