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This Viewpoint argues that the industry of market research is in danger of reaching a point of no return if it does not grasp the opportunities available to it. Online research has transformed market research over the past 15 years into a more concentrated industry with only small growth year-on-year -- compared to related market intelligence or consulting industries that show double-digit growth annually. Moreover, while market research makes data 'speak', the profession does not receive nearly the same amount of attention as Big Data players or data scientists. This all demands that market research leverage the tipping point at which it is currently poised to create a bigger, proactive, and more exciting research industry for the future.
