You need look no further than the opening sentence of the editorial in February 2005 Research World* to sense the crisis looming in the market research industry.
Whichever organisation solves the industry’s biggest problem first will become a dominant player in a business under assault from ever increasing demands for reliable market information. According to Adam Phillips, Chairman of Esomar’s Professional Standards Committee:

“The most important issue for market research is maintaining access to representative samples, and making sure no legislator will be able to stop us doing that” (Research World, March 2005, p20).

* Research World is the European Society of Market Research (ESOMAR) monthly journal.