ABSTRACT
In this chapter the reader will gain an understanding of:
the topic areas where market research has been applied and where it could be extended in the future
the research methods which have been applied successfully and the trend towards interactive and participative methods
the first steps towards a coherent theory of how the citizen’s and consumer’s voice can be influential in health and social care systems
the political, economic, social and technological changes which influence the opportunities and challenges for market research in health and social care.
