Market Research - Netratings Inc., Gartner, Inc., Forrester Research Inc., Yankee Group
Market research is a tool used by businesses of all kinds to assist with decisions regarding things like product development, marketing campaigns, expansion efforts, pricing, and even overall strategy. The world's largest market researcher, AC Nielsen Corp., is best known for its Nielsen ratings, which provide information regarding a television show's viewers. Advertisers quite often use this information to target a particular demographic group with a television commercial. In the e-commerce world, online advertisers use market research to determine the efficacy of their online campaigns. Technology firms might use market research when deciding what new features to include in the newest version of a product. Many firms looking to move into e-commerce for the first time rely on market research when developing an online strategy. In fact, the Internet revolution of the late 1990s spawned a new niche for market researchers. As a result, established market researchers found themselves competing with upstarts as they jostled for position in the burgeoning Internet-related market research industries.
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One market research upstart, NetRatings, was founded in the summer of 1996 by David Toth, a vice president for the software arm of Hitachi. Toth used $3 million in venture capital from Hitachi to get the Internet demographics information provider up and running. The firm gathered its information on how World Wide Web surfers used the Internet by compiling panels of regular Internet users willing t…
An established market researcher competing against rivals like Jupiter Media Metrix and NetRatings was Gartner Inc., which employed roughly 800 consultants and served a client base of nearly 10,000 businesses, institutions, and other organizations that used outside experts for advice on decisions regarding computer hardware and software, communications devices, and other technology-related topics.…
Forrester Research Inc. is one of the leading market research firms covering the Internet and related technology. Its early focus on Internet technology, which began in 1995, helped bolster the firm's image as an Internet industry expert able to predict future trends in technology, business practices, and customer behavior. Unlike its rivals who base their projections on statistical data an…
Yankee Group is a leading market researcher focused on Internet-related industries, such as e-commerce, telecommunications, and wireless. The communication industry's first research and advisory services firm, Yankee Group was founded by Harvard Business School graduate Howard Anderson in 1970. Eventually, the firm's focus shifted to networking technology, particularly enterprise app…
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