2009 forecasted to be a rough year for market research
3/16/09 / David Kennedy
The 2009 Annual Survey of Market Research Professionals reports that buyers of market research services expect nearly a 10 percent drop in their market research budgets. (The report also has other stats on the state of the industry beyond revenue.)
While this may be expected in a down economy, it should not be an excuse. Properly conducted research is needed now more than ever. Market research should not be seen as a cost center easily cut; instead, it should be seen as an integrated strategic component of an organization.