Business leaders and decision makers need information if they want to make accurate decisions. Market research is often performed when the cost of doing the research outweighs the cost of not doing it, and the dangers of making uninformed decisions run the risk of being costlier than doing nothing. Decision makers need that market data as part of their decision process. Tomorrow's market research effort will most likely depend more on passive secondary research tools, as these become more efficient and include learning algorithms to generate better searches and pre-analyze data. Data that will be collected will increasingly be cross-checked with other databases: big data, a term that is overused, will probably take a more concrete form around consolidating data across organizations for more in-depth and effective research. However technologies change, market research will continue to play a role in how organizations shape their interaction with their clients, their stakeholders, and their competitors.