The Heat is On -- Welcome to Summer!

The June edition of MarketResearchCareers newsletter takes a deeper look at what is driving the Market Research Industry. 

The information below is from the 2009 Annual Survey of Market Research Professionals.

Please be on the lookout for the opportunity to participate in an interim survey examining customer satisfaction -- ratings, rankings, and what drives it within the Market Research Industry.

Selecting a Market Research Provider
The quality of the underlying data and the ability to develop meaningful insights continues to be the most important attribute when selecting a market research supplier. Cost, however, continues to grow in importance -- particularly in 2009.

Conversely, category knowledge, speed of results and reputation of the market research supplier continue to wane as important criteria. 

Purchasing Online Sample
With an ever-increasing array of available sources for online respondents, it is vital for those providing and using online sample to know what influences the purchasing decision.

In today's cost-focused market, price is the most important factor impacting the selection of an online sample provider -- followed by targetability. Unfortunately, the representivity and honesty of the audience are the third and fourth most important factors, respectively.

Using Online Survey Software
The ability to create a robust survey is of paramount importance to users of online survey software. Specifically, users require the ability to control, streamline, and brand the respondent experience -- hopefully (and ideally) in an effort to increase completion rates.

Contrasting the factors driving the purchase of online sample, price was cited as a key decision criterion by nearly half of all participants. Surprisingly, customer support is not a critical decision-making factor. 

 

Commentary
While 2009 presents truly challenging times for many market research organizations, it is imperative that cost and price do not come at the expense of quality. The ability to capture, analyze, and present unbiased, representative insights is the foundation of the market research industry. Saving a few dollars in the "short run" can create irreparable harm for individual researchers, research departments, suppliers and corporations, and the industry at-large.

Let's speak up when cost and price pressures mount to ensure we always do what's right. The collective good of the market research industry depends on it.

We continue to hope this detailed information available only from MarketResearchCareers helps you in the planning, delivery, and use of market research services.

 

Mike Carroll
800-872-5401
mcarroll@marketresearchcareers.com
www.marketresearchcareers.com