Market research has evolved, propelled largely by the development of technology, the proliferation of data and a broader consumer reach. The shift from brick-and-mortar stores to online shops as well as the social media boom has enlarged business’ frontiers, literally and figuratively. This shift has also created new ways for brands to identify themselves, position themselves as unique in the market and truly engage with their customers. One could even argue that this new landscape has greatly increased expectations regarding market understanding, customer relations and overall marketing performance.