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52. How to Choose the Right Research Providers for 2023
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The Growth and Fragmentation of the Research Industry
There is a significant increase in the demand for insights about people, leading to a projected substantial growth of the research industry. However, the industry's diversity and fragmentation make it challenging to capture the full volume of research and understanding of people. This growth is fueled by a shift towards customer-centric and user-centric decision making, resulting in a wide spectrum of research practitioners, from experts to novices. The industry is witnessing a rise in simplified research tools and software, enabling even non-experts to conduct complex research. This growth and fragmentation have profound implications for the structure of research teams, the development of tools, training methods, and the evolving role of research agencies and teams.
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