In the 40 years since Hemy Brenner's original casebook Marketing Research Pays Offwas published in 1955, a great deal has changed in the world of marketing and research. At the time, he gathered together a set of40 briefcases to, as he put it, "expand the knowledge of marketing research among management people, marketing researchers, and students" (p. iii). While marketing research had already existed for a long time in the 1950s, it was still not very advanced. It was just beginning to find its way into widespread use among consumer and industrial marketers. In his preface, Brenner wrote, "I can visualize management people who have not used marketing research, or who have used marketing research in limited fashion, benefiting tremendously from careful reading of this book" (p. iv). We can echo this thought today, although for different reasons.