Any organization offering a product or service needs to stay aware of its marketplace. Market research products and services help companies, and PR professionals, stay on top of competing products and services, market saturation levels, competitive pricing data, current and historical trends, new or fading niches. All can become key factors in setting marketing and PR strategy. Huge organizations will sometimes mount their own focus groups or targeted polls to give them some of this information, but for most, it is more effective to rely on outside sources that specialize in this area. Because the need is near-universal, market research is a crowded field. Some players specialize in general research and analytics, others in more tightly focused areas such as monitoring competitive landscapes or specific market movements. Some vendors listed here also are listed under Media Monitoring & Measurement where appropriate.