Portuguese market research group Marktest has announced it is discontinuing its “clipping” services – a service involving media monitoring and analysis – to concentrate on higher-value business areas. This strategic shift is accompanied by a collective dismissal of employees who could not be reassigned within the company. The company did not specify the number of employees affected by the layoffs. Marktest cited a need to prioritize areas offering greater added value as the reason for the restructuring. This decision reflects a broader trend within the market research sector towards specialization and digital transformation. The move signals a change in Marktest’s business model, prioritizing core competencies over traditional media monitoring. Further details regarding the company’s future strategy are expected to be released in the coming weeks.