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 ! ! 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 - 2 -
INTRODUCTIONS ! ! Pat ! ! Tim - 3 -
BACKGROUND TO STUDY ! ! 5th Annual study, started in March 2004 ! ! Commissioned by Confirmit, carried out by meaning ltd ! ! Core set of questions across time augmented by additional topical material ! ! Data collected online using Confirmit ! ! Read more ... ! ! 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 - 4 -
SAMPLE COMPOSITION ! ! 215 completes ! ! 27 Countries represented in 2008 ! ! Sample drawn by region (based on ESOMAR turnover figures) ! ! Mixture of technical specialists (20%), researchers (39%) and operations/business (41%) ! ! Survey available in English, French, German, Japanese - 5 -
SAMPLE COMPOSITION 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% - 6 -
THE QUESTIONNAIRE THE QUESTIONNAIRE
THE QUESTIONNAIRE
CURRENT AND PREDICTED ACTIVITY ! ! Chart 1.1, 1.2 – Quant v. Qual, Modes ! ! Charts 1.3 – Mode by volume ! ! Chart 1.4 – Predicted changes ! ! Chart 1.5 – Industry challenges - 9 -
QUANTITATIVE VS. QUALITATIVE Research activities undertaken: %volume at each company 78% 72% 72% 71% 69% 69% 69% 25% 24% 22% 22% 21% 20% 14% 9% 8% 8% 7% 7% 7% 6% Total Americas Europe Asia/Pac Small Co's Medium Large Co's Co's Quantitative Research Qualitative Research Other
DATA COLLECTION MODES CITED (PENETRATION) 94% 94% 94% 94% 75% 67% 64% 53% 53% 51% 51% 51% 50% 45% 45% 43% 33% 24% 19% 16% 5% 4% 3% 2% Total North America Europe Asia/Pac Web CATI Paper Mixed Mode CAPI SMS Percentage of market research firms using each mode of data collection - 11 -
THE GROWTH OF ONLINE RESEARCH (1) Online research: % of all quantitative MR by spend 30% 19% 17% 16% 13% 2004 2005 2006 2007 2008 Source: ESOMAR (global estimates) - 12 -
THE GROWTH OF ONLINE RESEARCH (2) Online research: % of all quantitative MR by volume 47.5% 43.0% 40.0% 2006 2007 2008 Source: Confirmit/meaning surveys 2006-2008 - 13 -
RESEARCH MODES BY VOLUME Web 47.5% CATI 26.3% Paper 14.0% Mixed CATI+web 4.2% Large form CAPI 3.9% Mixed mode, 1.7% other mobile CAPI 1.0% 0.6% IVR 0.2% Mobile web 0.1% SMS 0% 10% 20% 30% 40% 50% - 14 -
WHO’S DOING SMS SURVEYS? 11.1% 5.3% 3.7% 3.1% 2.5% 2.2% 1.9% All Large Medium Small North Europe Asia Pac co's co's co's America - 15 -
RESEARCH MODES TRENDS (BY VOLUME) 48% 43% 40% 27% 26% 25% 21% 19% 14% 7% 6% 6% 5% 5% 4% 1.8% 1.0% 0.0% CAWI CATI Paper Mixed mode laptop CAPI mCAPI 2006 2007 2008 - 16 -
GROWTH IN QUANTITATIVE METHODOLOGIES Internet based research 13% Hybrid methods 5% Operational changes 4% Analysis/segmentation 4% Cell/mobile phones 2% CATI 2% Video Options 1% Max-Diff 1% Other 17% Don't know/ nothing 38% Source: RIT 2008 (Top 2 box, 5pt scale) - 17 -
PREDICTED CHANGES IN INTERVIEWING MODE Predicted growth or decline in volumes by mode (+2 = major growth; +1 = modest growth; 0 = no change; -1 = any decline) 1.3 1.2 1.2 1.2 1.1 1.1 1 0.7 0.5 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.2 0.2 0.1 0.1 0.1 0.1 0.1 -0.2 -0.2 -0.2 -0.3 -0.3 -0.4 -0.4 -0.4 -0.5 -0.5 -0.5 -0.6 -0.7 -0.8 Total North Europe Asia/Pac Small co's Medium Co's Large co's America CAWI Mixed mode mCAPI laptop CAPI CATI Paper - 18 -
INDUSTRY CHALLENGES FOR TECHNOLOGY What are the most urgent challenges facing the research industry that technology should address or attempt to resolve? 25% Falling response rates 57% 13% Availability of sample 42% 15% ‘Professional’ respondents 40% 9% Making results accessible to decision makers 31% 10% Time to conduct research and deliver results 28% 8% High costs due to labor intensive processes 27% Alternative sources of data, knowledge and 8% 26% consulting 5% Main issue High costs due to high level of technical skill 19% All issues 3% Other 6% - 19 -
TECHNOLOGY TRENDS AND CHALLENGES ! ! Picture here - 20 -
TECHNOLOGY CHALLENGES “What are the key technology challenges that you and your business face in the next two years?” 26% Automating repetitive tasks 57% 20% Keeping up to date with developments 47% Recruiting/retaining people to use the 18% 47% software 13% Creating custom websites for results 47% 8% Moving data to other technology platforms 27% Moving questionnaires to other technology 5% 23% platforms 7% Handling trackers 18% 3% Other 7% main issues All issues
CATI DIALING AUTOMATION Proportions by each method in the current year (2008) and anticipated proportions over the coming year. Mean average of those who do CATI work. Future 28% 36% 36% Present 24% 37% 40% Predictive dialing Autodialing Manual dialing
CATI DIALING AUTOMATION What are your reasons for not making greater use of predictive dialing? Concerns over making nuisance calls 42 % Savings unlikely due to types of typical call 41 % Too costly to install or operate 24 % Too complicated for our needs 18 % Not compatible with CATI software 12 % Not compatible with telephone system 9 % Other reasons 24 %
WEB 2.0 “[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?” Tools to analyze 17 % 34 % 38 % 11 % unstructured text 22 % 13 % 43 % 21 % Bulletin boards and blogs 11 % 14 % 44 % 31 % Co-creation tools Video clips from 7 % 11 % 47 % 34 % respondents Still images from 15 % 12 % 47 % 26 % respondents Presenting questions in 13 % 9 % 49 % 29 % video format 0% 20% 40% 60% 80% 100% 1. Already do 2. Need but find difficult 3. May want in future 4. Not required
PLACEHOLDER ! ! Slide here about communities - 25 -
SOFTWARE USAGE AND ATTITUDES ! ! Picture here - 26 -
THE CULTURE OF OWN-DEVELOPED SOFTWARE The origin of software in use at each organization 91% 83% 80% 80% 35% 29% 29% 26% 25% 24% 19% 15% CATI CAPI Web Analysis Any packaged in use Any own developed in use Own-developed only
PLATFORM LOYALTY 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? 18% 22% 25% 40% 26% 34% Yes Not sure No 49% 44% 42% 2006 2007 2008 - 28 -
PLATFORM LOYALTY (2) What software are you considering changing? Report publishing and delivery 27% Data collection 24% Data analysis 23% Data processing 23% Panel management 10% - 29 -
REASONS FOR CHANGING SOFTWARE 1. ! Seeking more flexibility, more capabilities or better functionality 2. ! To achieve efficiency improvements through increased automation Move to a more modern platform 3. ! Consolidate all activities on a single integrated platform 4. ! Dissatisfaction or concerns with the existing software 5. ! To reduce software or IT costs 6. ! Seeking something that is easier to use 7. ! Company policy reasons 8. ! Concerns with existing supplier 9. ! - 30 -
MIXED AND MULTI MODE/CHANNEL ! ! Picture here - 31 -
CURRENT SUPPORT FOR MIXED MODE RESEARCH Do you use an integrated software platform for your multimode interviewing, or do you need to switch between different software platforms to combine modes? North Asia Total Europe America Pacific Integrated platform 50% 45% 63% * Switch between different platforms 50% 55% 38% * *low base size - 32 -
MIXED MODES Level of multimode software capability required in your data collection software 2005 35% 40% 25% 2006 38% 40% 23% 2007 27% 49% 24% 2008 27% 51% 21% Common authoring Mixed modes in parallel Multi-mode with switching - 33 -
REASONS FOR MIXED MODE RESEARCH What are your reasons for doing mixed mode research? 68% Improve response rate 34% Improve sample coverage or sample 60% 28% representation 38% More respondent friendly 6% 35% Reduce fieldwork costs 10% 33% Client requires mixed method 13% 17% Increase capacity of your fieldwork resources 2% 15% Shorten fieldwork times 0% 4% All reasons It looks good in proposals 1% Main reason 9% Other 5% - 34 -
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