©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Hopefully this title got your attention. Why, you may ask, am I writing about the death of the very industry that I’ve staked my profession (and my paycheck) on? Well, as the saying goes, with every door that closes, a new one opens, and there is a new door opening for market research.
I’m kicking off a new Forrester Big Idea report on the future of the MR function at client-side companies. As the name implies, this initial report will lay out Forrester’s overall thinking on where MR is headed, and it will serve as a basis for a new stream of research our team will be tackling over the next 12 to 24 months. The premise goes like this: