New technologies are challenging the fundamental assumptions underlying the marketing research industry.
Rather than asking people for their opinions, the internet and pattern recognition software are observing what people do and say... en masse. Clients, especially the younger generation of internet natives, have largely accepted the notion that traditional market research must make way for insights gathered through mass observation. How will this or other technologies disrupt the structure of the qualitative and quantitative research industry? What other services and technologies are being proposed to clients that could impact the way they currently utilize research methodologies?