As we close out 2009, the contours of the future of market research are becoming clearer. Looking ahead, here is a quick look at transitions I expect in the coming years:

1. From intrusive, survey based research to passive, observational research utilizing what has been called “listening posts.”
2. From research conducted at arms length to co-creation or “crowdsourcing” via MROCs.
3. From the delivery of tactically important data to the aggregator of data-driven strategy.
4. From dense, unused reports to clear, brief and strategic deliverables.
5. From the traditional “focus groups in three cities” routine, to fast-paced, always running MROC discussions.
6. From research in the client’s home market geography to global studies.
7. From a research process that too often presents some steep respondent brudens to a research process that is bordering on “fun”.
8. From the “one off study” and disconnected data sets to “insights management” that synthesizes insights from multiple data streams.
9. From the focus group room to the living room (ethnographies and the need for deep qual.).
10. From a project-based business model to a more consultative business model.