Continuous Syndicated market research is required so that something can be measured and tracked over time: brand shares, including by market and retail sector, product usage, retail of advertising, viewing and readership levels, etc. Continuous research is carried out by the Market Research Society of Nigeria / Centre for Performance Measurement and Market Research [ CPMMR ] – Nigeria, to meet the specific requirements of individual clients and, in principle, the process of buying this research is the same as for ad – hoc research although the contract will usually be for a longer-term. There are special techniques for carrying out continuous research including using rigorously controlled interviewing programs and panels. A major concern in the continuous research design ensures that any variations, over time, in whatever is measured, reflect real changes rather than just research variance.