Where we are and where we might be going Pat Molloy, Confirmit Tim - - PowerPoint PPT Presentation
TRENDS IN MARKETING RESEARCH TECHNOLOGY Where we are and where we might be going Pat Molloy, Confirmit Tim Macer, meaning ltd CASRO 14TH TECHNOLOGY CONFERENCE, NEW YORK, MAY 28/29 2009 AGENDA ! ! Introductions ! ! Background to the Study ! !
Pat Molloy, Confirmit Tim Macer, meaning ltd
CASRO 14TH TECHNOLOGY CONFERENCE, NEW YORK, MAY 28/29 2009
!! Introductions !! Background to the Study !! The Sample !! Detailed Findings
!! Current and predicted activity !! Technology trends and challenges !! Software usage and attitudes !! Mixed Mode !! Deliverables, tables and reports
!! Conclusions & Implications !! Questions
!! Pat !! Tim
!!http://www.meaning.uk.com/news/news037.html !!http://www.confirmit.com/pdf/ 2008ConfirmitAnnualMRSoftwareSurvey.pdf !!http://www.quirks.com/articles/2009/20090509.aspx? searchID=28204061&sort=4
Total Small Co’s Medium Co’s Large Co’s Total 215 100% 119 100% 25 100% 46 100% North America 89 41% 44 37% 25 50% 20 44% Europe 94 44 % 61 51% 16 32% 17 37% Pacific Rim 32 15 % 14 12 % 9 18% 9 20%
71% 69% 72% 72% 69% 69% 78% 22% 25% 21% 20% 24% 22% 14% 7% 6% 8% 7% 7% 9% 8%
Total Americas Europe Asia/Pac Small Co's Medium Co's Large Co's
Quantitative Research Qualitative Research Other Research activities undertaken: %volume at each company
94% 94% 94% 94% 67% 75% 64% 53% 51% 51% 51% 53%
45% 45% 43% 50% 24% 16% 33% 19% 4% 2% 5% 3%
Total North America Europe Asia/Pac Web CATI Paper Mixed Mode CAPI SMS
Percentage of market research firms using each mode of data collection
Source: ESOMAR (global estimates)
13% 16% 17% 19% 30% 2004 2005 2006 2007 2008
Online research: % of all quantitative MR by spend
Source: Confirmit/meaning surveys 2006-2008
40.0% 43.0% 47.5% 2006 2007 2008
Online research: % of all quantitative MR by volume
0.1% 0.2% 0.6% 1.0% 1.7% 3.9% 4.2% 14.0% 26.3% 47.5% 0% 10% 20% 30% 40% 50% SMS Mobile web IVR mobile CAPI Mixed mode,
Large form CAPI Mixed CATI+web Paper CATI Web
3.7% 11.1% 2.5% 1.9% 2.2% 5.3% 3.1%
All Large co's Medium co's Small co's North America Europe Asia Pac
40% 27% 21% 7% 5% 0.0% 43% 25% 19% 6% 5% 1.8% 48% 26% 14% 6% 4% 1.0% CAWI CATI Paper Mixed mode laptop CAPI mCAPI 2006 2007 2008
38% 17% 1% 1% 2% 2% 4% 4% 5% 13% Don't know/ nothing Other Max-Diff Video Options CATI Cell/mobile phones Analysis/segmentation Operational changes Hybrid methods Internet based research
Source: RIT 2008 (Top 2 box, 5pt scale)
1.2 1 1.2 1.2 1.1 1.3 1.1 0.5 0.5 0.5 0.2 0.4 0.4 0.7 0.4 0.3 0.4 0.4 0.3 0.5 0.4 0.1 0.1 0.1 0.2 0.1 0.1 0.3
Total North America Europe Asia/Pac Small co's Medium Co's Large co's
CAWI Mixed mode mCAPI laptop CAPI CATI Paper
Predicted growth or decline in volumes by mode (+2 = major growth; +1 = modest growth; 0 = no change; -1 = any decline)
What are the most urgent challenges facing the research industry that technology should address or attempt to resolve?
6% 19% 26% 27% 28% 31% 40% 42% 57% 3% 5% 8% 8% 10% 9% 15% 13% 25%
Other High costs due to high level of technical skill Alternative sources of data, knowledge and consulting High costs due to labor intensive processes Time to conduct research and deliver results Making results accessible to decision makers ‘Professional’ respondents Availability of sample Falling response rates
Main issue All issues
7% 18% 23% 27% 47% 47% 47% 57% 3% 7% 5% 8% 13% 18% 20% 26%
Other Handling trackers Moving questionnaires to other technology platforms Moving data to other technology platforms Creating custom websites for results Recruiting/retaining people to use the software Keeping up to date with developments Automating repetitive tasks
main issues All issues
“What are the key technology challenges that you and your business face in the next two years?”
24% 28% 37% 36% 40% 36% Present Future Predictive dialing Autodialing Manual dialing
Proportions by each method in the current year (2008) and anticipated proportions over the coming year. Mean average of those who do CATI work.
24 % 9 % 12 % 18 % 24 % 41 % 42 %
Other reasons Not compatible with telephone system Not compatible with CATI software Too complicated for our needs Too costly to install or operate Savings unlikely due to types of typical call Concerns over making nuisance calls
What are your reasons for not making greater use of predictive dialing?
13 % 15 % 7 % 11 % 22 % 17 % 9 % 12 % 11 % 14 % 13 % 34 % 49 % 47 % 47 % 44 % 43 % 38 % 29 % 26 % 34 % 31 % 21 % 11 %
0% 20% 40% 60% 80% 100% Presenting questions in video format Still images from respondents Video clips from respondents Co-creation tools Bulletin boards and blogs Tools to analyze unstructured text
“[Of these] capabilities that software developers could build directly into web survey tools to provide support for these methods, how important is each capability to you?”
83% 80% 80% 91% 26% 29% 35% 29% 19% 24% 25% 15%
CATI CAPI Web Analysis Any packaged in use Any own developed in use Own-developed only The origin of software in use at each organization
49% 44% 42% 26% 34% 40% 25% 22% 18% 2006 2007 2008 Yes Not sure No
Are you considering changing the software you are using for your data collection, data processing, data analysis, reporting or panel management in the next one to two years?
10% 23% 23% 24% 27% Panel management Data processing Data analysis Data collection Report publishing and delivery
What software are you considering changing?
3.!
4.!
Consolidate all activities on a single integrated platform
5.!
Dissatisfaction or concerns with the existing software
6.!
To reduce software or IT costs
7.!
Seeking something that is easier to use
8.!
Company policy reasons
9.!
Concerns with existing supplier
Total North America Europe Asia Pacific Integrated platform 50% 45% 63% * Switch between different platforms 50% 55% 38% *
*low base size
Do you use an integrated software platform for your multimode interviewing, or do you need to switch between different software platforms to combine modes?
27% 27% 38% 35% 51% 49% 40% 40% 21% 24% 23% 25% 2008 2007 2006 2005 Common authoring Mixed modes in parallel Multi-mode with switching
Level of multimode software capability required in your data collection software
What are your reasons for doing mixed mode research?
5% 1% 0% 2% 13% 10% 6% 28% 34% 9% 4% 15% 17% 33% 35% 38% 60% 68%
Other It looks good in proposals Shorten fieldwork times Increase capacity of your fieldwork resources Client requires mixed method Reduce fieldwork costs More respondent friendly Improve sample coverage or sample representation Improve response rate
All reasons Main reason
27% 31% 29% 6% 3% 4%
Essential: an absolute “must have” Very important: a serious lack if not available Moderately important: could live without it Fairly unimportant: no immediate plans to use Unimportant: not something we wish to do Don't know
If you were choosing new software, or reviewing your current solution, how much importance would you place on the tool's ability to mix and combine different data collection modes?
20% 11% 48% 30% 23% 27% 15% 10% 48% 20% 14% 21% 28% 12% 49% 18% 11% 23% Online static reports Interactive analysis MS PowerPoint MS Word Printed tabs Acrobat PDF
2006 2007 2008 “What percentage of projects currently involves the following deliverables or distribution methods to the client?”
When considering analysis and reporting tools for the future, how important is it that these should be able to produce volumes of cross-tabular reports?
59% 57% 27% 28% 13% 13% 1% 2%
0% 25% 50% 75% 2004 2005 2006 2007 2008 Essential Moderately important Relatively unimportant Not something future tools should provide
“Over the next year to what extent do you anticipate an increased demand for the following…?” 30% 18% 21% 51% 47% 51% 19% 34% 27%
Fixed reports online Clients create analyses online Information portals Major increase Modest increase No increase
When considering analysis and reporting tools for the future, where should software developers be concentrating their efforts?
7% 10% 10% 14% 21% 38% 32% 34% 43% 44% 59% 74%
Better tools to distribute static reports to end- users Better script- or syntax based cross-tab reporting tools Better tools to create information portals and research libraries Better desktop or PC-based analytical tools (which work offline) Better online analytical tools that work in a web browser Better tools to automate the production of charts and PowerPoint decks
All wishes Main wish