Forrester issues market research predictions for 2008

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Cambridge, Mass.—Technology will impact market research in several ways this year, according to a new report by Forrester Research.

In its predictions for 2008, Forrester projects that at least one-quarter of Fortune 100 companies will launch online customer communities this year in order to create higher levels of engagement with their customers and prospects.

This move will shift dollars from traditional qualitative research to budgets for online communities.

Also, Forrester projects that more transparency from Internet measurement companies comScore and Nielsen//NetRatings will result in a shift in ad dollars based on a more accurate view of where users go online and what they do.

Another trend to watch for this year is the adoption of more inexpensive online survey tools by departments including IT and human resources.

Also, Forrester projects that traditional market research firms will suffer this year as more large companies move market research in-house using do-it-yourself technologies.

—Kate Maddox

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