Challenged to reverse declining response rates, the market research industry has emerged from the recent economic downturn with an urgency to do things differently. In an effort to go to where their audience is, researchers are exploring new mobile applications, are delving deeper into proprietary panels and are mimicking social media interactions in order to develop "good enough" technologies that extract insights from the dialogues generated amongst and between consumers. How is society changing, how is the business world reacting and where does the research industry insert itself into the conversation between brand, brand manager and consumer?