Market research is today a well-established part of
business life. But originally the focus of market
research was on marketing issues, and the main users of
market research were the marketing departments of large
companies. Over time its use has broadened to a wide
range of business issues, and today market research is
used by a broad spectrum of functions in a wide range of
small as well as large organisations. So the Independent
Consultants Group (ICG) together with Ciao decided to
conduct a survey to gain a new perspective on broader
applications of market research. pdf
