Highly fragmented $ 10 billion market research industry Of which $ 150 million was online market research industry Direct competitors are those who offer full-service market research online communities Vision Critical: 2\"\"1 largest market research online community provider: Key strength: focus on the global market and exibility of its product. 500 to 5000 member communities. 2009 = 61 business communities. Passenger: is the foremost competitor offering the full service for both research and marketing. Communities up to 50,000 members. Provides boi consumer insight and advocacy community. 2009 = 27 communities