Reflections on the future of the market research industry: is market research having its 'Kodak moment'?

The author reflects on the future of the market research industry. Topics covered include a comparison of the state of the industry to the collapse of film and printing business Kodak caused by its failure to take advantage of the changing business environment brought by digital photography, the problem with the way the industry respond to the changing business and technological environment, and the shortcomings of the way in which the boundaries of the market research industry are defined. Suggestions to broaden the scope and reach of the industry are offered.