15 years of delivering MR business insights, from the publisher of RESEARCH CONFERENCE REPORT RESEARCH DEPARTMENT REPORT PHARMA MARKET RESEARCH REPORT www.rflonline.com Research Business Report Technological, Methodological, Economic & Business Changes Impacting MR December 2009 It has been a momentous year, one we will try to forget but long remember. This issue–our annual predictions edition of Research Business Report–has more pointed projections than usual. We can never know what truly awaits us. Change is constant, and it can seem mostly out of our control for periods of time. We believe the thoughts expressed in these 12 pages are worth considering in your business–some of them extremely seriously. Bob Lederer RBR Editor & Publisher 14th Annual Predictions Issue! Robert Moran , EVP , StrategyOne (Washington, DC): The market research industry is at a pivotal point in its development. Faced with numerous challenges and threatened with commoditization, it will either reposition itself by moving into a more strategic, consultative space or it will be transcended by strategic foresight or absorbed by management consulting. This transitional period may become a great sorting out, where firms will become consultative and strategic, or commoditized and streamlined. As MRA President Jon Last has noted, MR’s “positive future resides in allowing those data and information that we process to become true insights that guide decisions.” If MR suppliers do not fully own the strategic insights space, the void will be filled by their competitors. Reproduced from the December 2009 issue of Research Business Report by RFL Communications, Inc. (Skokie, IL), which also publishes Research Conference Report, Research Department Report and Pharma Market Research Report, three other MR newsletters. For more information about any of these publications, please visit http://www.rflonline.com, send an e-mail to [email protected] or call RFL at (847) 673-6284. Despite this dire forecast, there are reasons to be optimistic about the future of the industry. There is a strong and growing interest in data-driven decision-making. Potentially-disruptive new technologies and platforms are offering researchers exciting new tools. This time of change is also a time of great opportunity for individuals and firms who candidly assess their situation, clearly plan for the future and do what needs to be done, however difficult. The future MR firm will find ways to integrate across the strategic decision- making process, aggressively leveraging foresight tools, helping pull insights from disparate data streams, being nimble and fully leveraging the 24- hour global clock to shorten project turn- around.

Research Business Report, December 2009

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Research Business Report reports on the technological, methodological and economic changes that are impacting the MR industry.

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15 years of delivering MR business insights, from the publisher ofRESEARCH CONFERENCE REPORTRESEARCH DEPARTMENT REPORTPHARMA MARKET RESEARCH REPORTwww.rflonline.com

Research BusinessReport

Technological, Methodological, Economic & Business Changes Impacting MR

December 2009

It has been a momentous year, one we will try to forget but long remember. This issue–our annual predictions edition ofResearch Business Report–has more pointed projections than usual.

We can never know what truly awaits us. Change is constant, and it can seem mostly out of our control for periods of time.We believe the thoughts expressed in these 12 pages are worth considering in your business–some of them extremely seriously.

Bob LedererRBR Editor & Publisher

14thAnnualPredictionsIssue!

Robert Moran , EVP , StrategyOne(Washington, DC): The market researchindustry is at a pivotal point in its development.Faced with numerous challenges andthreatened with commoditization, it willeither reposition itself by moving into amore strategic, consultative space or it willbe transcended by strategic foresight orabsorbed by management consulting. Thistransitional period may become a great sortingout, where firms will become consultative andstrategic, or commoditized and streamlined. As MRA President Jon Last has noted, MR’s

“positive future resides in allowing those dataand information that we process to become trueinsights that guide decisions.” If MR suppliers donot fully own the strategic insights space, thevoid will be filled by their competitors.

Reproduced from the December 2009 issue of Research Business Report by RFL Communications, Inc. (Skokie, IL), whichalso publishes Research Conference Report, Research Department Report and Pharma Market ResearchReport, three other MR newsletters. For more information about any of these publications, please visit http://www.rflonline.com, sendan e-mail to [email protected] or call RFL at (847) 673-6284.

Despite this dire forecast, there are reasonsto be optimistic about the future of theindustry. There is a strong and growinginterest in data-driven decision-making.Potentially-disruptive new technologies andplatforms are offering researchers excitingnew tools. This time of change is also a timeof great opportunity for individuals and firms

who candidly assess their situation, clearly planfor the future and do what needs to be done,however difficult. The future MR firm will findways to integrate across the strategic decision-making process, aggressively leveraging foresighttools, helping pull insights from disparate datastreams, being nimble and fully leveraging the 24-hour global clock to shorten project turn-around.