But this is not necessarily a bad thing for the market research industry. An opportunity has emerged for researchers to concentrate on delivering targeted data that more effectively contributes to the client’s decision-making processes and put an end to those extensive - and expensive - surveys that sit well on client press releases but do little to further the bottom line.
Leader... Market research must raise its game
Reduced budgets mean that marketers have become far more discerning about the kind of research they are prepared to pay for.