What Researchers Told Us about Current and Future Research Trends

Topline Results

As part of our Research on Research effort, TRC recently conducted an online survey among its clients and prospects about current research trends and where things are headed in the future.

Here is a brief write-up of the main findings. We'd be happy to answer any questions. Contact Lenka Kolar ; 215.641.2225.

Who Participated?

• 113 professionals responded, the majority of whom are day-to-day researchers

• Over 2/3 are more seasoned researchers, with over 10 years of experience

Software such as SurveyMonkey or Zoomerang on the rise with caution about its reliability

• Majority (3/4) of the respondents have used this type of software in the past
  • Nearly all of those who have not are not planning to use it in the next 12 months

• Despite its relative high usage, only half of the respondents think the data is reliable

Proprietary Market Research Panels have their own roles

• 1/3 of companies have their own research panel, and half of them manage it internally

• 60% of those with their own research panel use it for less than 1/4 of their projects

Max-diff *as an engaging research technique alternative (*We included a series of questions designed to determine the importance of various items in choosing a research supplier. The exercise was constructed as Max-Diff.)

• The majority (2/3) of respondents think the task was easy to complete, but only 1/3 says it kept their interest from start to finish

• Half agreed that the task made them think

The importance of using cell phones in research surveys

• Only 1/10 of companies always call cell phones, over 1/3 only when absolutely necessary
  • Almost 1/3 never call cell phones
• The majority (69%) agrees that excluding cell phones from lists makes the data less reliable
• Only 7% used text messages to conduct market research

• 1/3 integrated mobile marketing into marketing strategies

High level of familiarity with Choice Modeling

• The majority (71%) is familiar with choice modeling (such as conjoint)

• And 2/3 of those familiar used choice modeling in the past, mainly a discrete choice conjoint (87%)

You need to do what's right whether it's qual or quant

• Respondents aren't convinced that there will be a trend towards more qualitative research in the next year or two
  • 57% think there will be about the same amount of qual and quant research as done currently
  • 14% think there will be more qual
  • 29% think there will be more quant

• Participants in this survey say they do what's right to meet the research objectives, whether it's qual or quant

Net Net - A slight increase in 2010 budget

• Only 1/5 say their 2010 market research budget is smaller than in 2009
• 1/3 say it's actually larger than in 2009
• Most (88%) say their budget didn't change much