Modern market research is born to track advertising effectiveness
Increases standardization and emphasis on best practices
Data collection becomes more efficient with the advent of online panels
Big, episodic research projects are commonplace. Research timelines begin accelerating
Everyone runs research - more data is collected by more people because they need more customer insights
Customer-driven, cross-disciplinary, automated, multi-audience, adaptive, connected, accelerated, efficient, and real-time.
Agency-planned, episodic, and massive deliverables.
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