The end products for market research, reports have become soft – they are not now printed, except for those still conservative formal researchers. Many market research groups, small ones like ours, prefer to deliver output in soft copies as it saves a lot on printing, shipment and helps to keep the reports interactive.

There is another aspect that this possibility has added to. Prospective buyers want to have a glimpse of the contents, particularly when the report is not tailor-made. One alternative that market researchers have been using is sending sample pages to the prospective buyers. But, this just gives an overview, rather than enabling them to go through the entire contents – something like having a trial version in case of softwares.

We need to have a similar trial version scenario in case of research reports as well. Adobe has come with some options so far which enables us to make pdf documents that cannot be printed or copied so that the content can be simply viewed. Sending a report in this way will not fetch anything as the whole content can be sent and the prospective buyer can keep the report for reference actually resulting in no sale.

Our suggestion to Adobe would be to have a time based access system for such publications. For instance, we could send a report to someone for review prior to a purchase. But that report could not be saved, printed, copied or any such function that could enable a reviewer to keep the report for reference. The market researchers must be able to upload the report on some web space with a user name and password which will get expired after a pre-set time period. In this way the market researchers would be able to share the entire report with the prospect buyers and if they decided to purchase it, they would get an activation code granting them a license making the report available with all features like saving, printing and copying. Unless the report is bought within a stipulated time, it will just be available for mere review. This would be a step further in high levels of customer services intended for future customers. Such an application will be surely useful in other areas and could open new opportunities in e-learning as well.

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