NEWS2 October 2015

GfK and IIR join forces on a future of market research study

News North America

US — GfK and the Institute for International Research (IIR) have collaborated on a study to define the future of market research.

In an attempt to determine where market research is headed in the next two years, the organisations have collected responses from more than 700 industry players – both client-side researchers and agencies – due to be revealed at IIR’s The Market Research Event in November.

‘The Future of Insights 2015’ will identify: key challenges; knowledge and skills gaps; hallmarks of market research effectiveness; most important data collection methods; and the the impact of budget constraints.