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Research Industry Trends 2009 Qualitative Report
Research Industry Trends 2009
2009 Survey of Health Care Consumers
Research Industry Trends 2008
Research Industry Trends 2007
Research Industry Trends 2007 Phase 1 Report
Research Industry Trends 2006
Research Industry Trends Monitoring Group releases RIT 2009 Qualitative Report
February, 2010
Since 2003, Rockhopper Research has collaborated with select industry partners to produce the annual Research Industry Trends
(RIT) report - covering trends in data collection, technological advances, and the state of the industry. RIT 2009 partners were Cambiar,
The Greenbook Marketing Research Directory, iModerate, Market Research Global Alliance,
Peanut Labs, Pioneer Marketing Research,Qualitative Insights,
RFL Communications, Rockhopper Research, & StrategyOne.
Quantitative data collection was completed in early fall 2009, and the survey report was issued in late November.
To illuminate and elaborate on themes that emerged in the survey, six focus groups were conducted in early December,
three with research buyers and three with research providers. Groups were conducted on the Rockhopper Research TruVirtual®
online interview platform, using both voice and webcams.
To download the 2009 Qualitative report, click here.
To download the 2009 Quantitative report, click here.
Group discussions covered a wide range of topics, but the focus was on the top issues that survey respondents identified as key areas of concern during 2009 and looking forward:
- PRICE OR BUDGET PRESSURE FROM CURRENT ECONOMIC CONDITIONS
- OVERALL BUSINESS OUTLOOK
- THE ECONOMIC PRESSURE COOKER
- INSOURCING VS. OUTSOURCING
- INSOURCING DRIVEN BY ECONOMICS AND TECHNOLOGY
- INSOURCING OR DIY
- ARGUMENTS AGAINST INSOURCING
- NON-RESEARCH MANAGERS DOING THEIR OWN SURVEYS ON THE INTERNET
- RESEARCH TREATED AS A COMMODITY, WITH LESS WILLINGNESS TO PAY FOR HIGH QUALITY
- GETTING NO RESPECT
- MARKETING RESEARCH MARKETING
- DEVELOPING A MARKETING MESSAGE
- SPECIALIZE AND INNOVATE
- THE METHODOLOGICAL PENDULUM
- MERGING WITH OTHER DISCIPLINES AND CONSULTANTS
- DEMANDS FROM CLIENTS FOR SHORTER TIMELINES AND FASTER DELIVERY OF FINDINGS
- SURVEYS THAT ARE TOO LONG
- CONCERNS ABOUT PROLIFERATION OF PROFESSIONAL RESPONDENTS
- RFPS GENERATED BY PURCHASING MANAGERS WITH CRITERIA MORE APPROPRIATE FOR HARD GOODS THAN FOR RESEARCH
- DIFFICULTY IN OBTAINING SUFFICIENT SAMPLE FROM ACCESS PANELS
- A MOVE TOWARD PROPRIETARY COMMUNITIES OF CUSTOMERS
- BULLETIN BOARD QUALITATIVE
- MOBILE AND SOCIAL MEDIA SAMPLING
- PRICE PRESSURE BECAUSE OF COMPETITION WITH OFF-SHORE RESEARCH PROVIDERS
The qualitative research for 2009 did more than simply corroborate the findings of the survey. It suggested avenues for further exploration in more depth.
Hearing this clearly, the RIT partners plan a series of special reports throughout 2010, presenting trend data as well as a focus on an issue central to the health and advancement of the industry and profession.
In addition, the RIT partners of Cambiar, The Greenbook Marketing Research Directory, iModerate, Market Research Global Alliance, Peanut Labs,
Pioneer Marketing Research, Qualitative Insights, RFL Communications, Rockhopper Research, & StrategyOne have formalized the RIT initiative
by forming the Research Industry Trends Monitoring Group, a new industry organization dedicated to observing the changing landscape of the global MR industry and understanding the implications for all involved. The RITMG will be spearheading this ongoing effort in 2010 and beyond.
We have been extremely gratified by the overwhelmingly positive reaction to the survey report this year and are encouraged to think that our efforts are not only intriguing but valuable to our clients and colleagues.
For more information on the Research Industry Trends study, please contact:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
2009 Research Industry Trends report available for download
November, 2009
Since 2003, Rockhopper Research has collaborated with select industry partners
to produce the annual Research Industry Trends (RIT) report. Initially focused on
data collection issues, the scope of RIT has expanded to include directions in outsourcing,
advances in technology, and inter-relationships among research providers/suppliers
and clients/buyers. Along with Rockhopper, co-sponsors for RIT 2009 were Pioneer Marketing Research, Greenfield Online, the
GreenBook Marketing Research Directory, Qualitative Insights, and the MRGA.
The impact of a severe economic downturn is of course the big story for 2009, but
a trend more significant for the future of the industry is the shift from traditional
data collection modes to social media and mobile communications. Rather than reaching
“homes” through telephone and surface mail, researchers are increasingly trying
to reach individuals wherever they gather through their cells and social network
sites.
In the last quarter of 2008, when data was collected for RIT 2008, there was apprehension
about the economy and a marked decline in confidence from RIT 2007. Researchers
still, however, expected demand to increase during 2009. Providers were slightly
more optimistic than clients, but two-thirds overall expected growth. In RIT 2008
there was some sentiment that the research industry might be “counter-cyclical”
and at least somewhat insulated from the worst impact of a recession – on the theory
that companies would use research to seize advantage in a more competitive environment.
For RIT 2009, respondents had a very different attitude. A razor-thin majority of
providers, with more confidence coming from those with some operations or data collection
outside the US, expected growth for the overall year of 2009. US-only providers
were negative, with only 42% expecting a growth year.
Most striking of all, however, was the sharp (>50%) decline in client confidence.
Only 31% of clients expected to see growth for the year as a whole. This has been
a bad year.
For RIT 2009 more than half (57%) of respondents reported at least some decline
in revenue, and one-fourth experienced “significant” to “severe” impact on revenue.
A happy 22% reported increased revenue.
Among the respondents who have experienced declining revenue, 27% are confident
that they are in recovery or have already seen upturns in business and revenue.
A further 44% think the worst is over, expect that they will see improvement before
the end of 2009, but have not yet had any actual good news. Another 29% expect the
current depressed business and revenue to continue through the end of the year or
even to worsen (8%).
The situation in the economy is fluid, and attitudes may have shifted since data
was collected in August. At that time, however, the predominant outlook seemed to
be hope resting on a foundation of uncertainty.
Pressure on prices and budgets resulting from the recession are a serious matter
for over 85% of all respondents participating. It is not the only serious issue,
however. Large majorities agree that:
- Research is becoming commoditized with clients less willing to pay for quality (73%)
- Clients are demanding shorter timelines for projects and faster delivery of findings
(70%)
- Non-researcher management are conducting their own surveys on the internet (63%)
Additionally, 45% see less demand for primary research because managers think they
can learn anything they need from the web. And 44% have problems with RFPs from
purchasing departments that seem to treat research consulting as if it was a flatcar
of widgets.
Taken together these issues point to a loss of respect for professional research.
Research is seen as a commodity: an area that can be squeezed on price with no harm
to the mission. Under severe economic constraints and without strong confidence
in a rebound, researchers say they have made do with less (staff, time, revenue)
and are stepping up to provide quality faster and cheaper than formerly.
While it is hard to fault this response in a economic crisis, it can only validate
client suspicions that they have been paying too much for research and that providers
can make do with much less money.
The key questions seem to be:
- How long can a healthy industry operate on low margin with insufficient resources?
The strain is already apparent as many shops have closed their doors since 2008.
- What should be done to support a perception that research is a valuable resource
that demands great expertise and experience and that investing in quality is smart
business?
Past trends continue. Online, panel, mobile and (somewhat surprisingly) in-person
intercepts are slated to grow at the expense of CATI, Mail, and IVR.
Over half of all respondents expect an increase in their use of online surveys,
with growth projected in all of the following areas:
- Online communities
- Online panels
- Mobile/SMS
- Blogs
Rather than trying to reach everyone at home, researchers are taking studies to
respondents where they gather and interact and are using new media. Landlines and
carried mail are in decline.Looking farther into the future, respondents see these
trends continuing through 2010. Two-thirds see an increase in mobile phone surveys
and within social media (“online communities”).
One of the more interesting things to follow in the next few years will be the extent
to which voice interviewing ports over to mobile and web surveys. While surface
mail does seem to be losing traction rapidly, it is much too early to write off
CATI.
Qualitative researchers also expect more research using social media, an increase
in blog monitoring, and a decline in text-chat online focus groups. The most growth
is expected in hybrid approaches. The margin of change is narrower for traditional
focus groups and traditional IDIs – both in person and by telephone. If any qualitative
research modes decrease, it will most likely be one of those.
Providers who can demonstrate stand-out expertise in fielding social media research
seem extremely well positioned for 2010.
In contrast to all past years, respondents do not report an increase in outsourcing
for 2009.
Three quarters expect the same level as in 2008, and more expect outsourcing to
diminish (15%) than expect it to increase (10%).
It seems possible that providers under severe price pressure may be bringing everything
they can in-house to save money and increase control over timing and quality.
To download the report, simply click on the links below and follow the instructions.
There is no cost for the report and we hope all of our colleagues who view it find
as much value in it as we have.
Research Industry Trends 2009 Final Report.pdf
Please note that you will need Adobe® Acrobat® Reader® to read the file. If you
don't have Acrobat Reader, please click here.
The PDF also contains a dashboard affording you the ability to interact with key
data points. In order to use the dashboard you may need to update your version of
Flash – another free download from Adobe. Please click here.
More details on the results of this survey may be obtained by contacting:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
The 2009 Survey of Health Care Consumers
March, 2009
Today the Deloitte Center for Health Solutions released The 2009 Survey
of Health Care Consumers, conducted by Rockhopper Research. This is Deloitte’s
second annual study of health care consumers’ attitudes, behaviors and unmet needs,
and as in the original study designed, fielded, and analyzed in deep collaboration
with Rockhopper Research, we are very proud of our contribution to this groundbreaking
and important research initiative. The study offers health care industry leaders
and policymakers a timely look at how health care consumerism is evolving and a
comprehensive perspective about how Americans approach their health, health care
and health insurance.
With Deloitte’s permission, we are making the report available to our valued clients
and contacts; we hope you will find value in the information. Of course, we also
think it exemplifies the high quality and actionable research that we strive for
in all our engagements.
The study’s framework reflects a broad-based view of consumerism in six zones:
- (1) Wellness and healthy living, including self-care and health management
-
(2) Information sources helpful in consumer decision making
- (3) Traditional
health services provided by medical professionals, hospitals, and retail clinics,
as well as prescription medications and medical devices
- (4) Alternative health
services sometimes described as complementary medicine
- (5) Insurance coverage
and other financial considerations
- (6) Opinions about health care reform
All of the zones are further analyzed by their membership in the Six Health Care
Consumer Segments defined in the 2008 study. The survey consisted of 95 questions,
with 42 potential follow-up questions. English and Spanish versions were available.
Participants were asked about behaviors before attitudes within each topic area
to reduce response bias.
A nationally representative sample of 4,001 American adults, ages 18 and older,
was surveyed between October 2 and 10, 2008, using a web-based questionnaire. The
results were weighted to assure proper proportional representation to the nation’s
population, as reflected in the U.S. Census, with respect to age, gender, income,
race/ethnicity and geography. The margin of error around the U.S. point estimates
is +/- 1.6% at the .95 confidence level.
For additional information on the results of the study, please contact Deloitte Center for Health Solutions.
To download the report, right click
here and choose "save target as".
2008 Research Industry Trends report available for download
January, 2009
Since 2003, Rockhopper Research has collaborated with select industry partners
to produce the annual Research Industry Trends (RIT) report. Initially focused on
data collection issues, the scope of RIT has expanded to include directions in outsourcing,
advances in technology, and inter-relationships among research providers and clients.
Along with Rockhopper, co-sponsors for RIT 2008 were Pioneer Marketing Research, the GreenBook Marketing Research Directory, GMI, Qualitative
Insights, Peanut Labs, Inc.,
and the MRGA.
RIT 2008 was completed in two phases. An initial online qualitative phase was conducted
early Fall 2008 among three groups of research providers and three groups of clients.
Insight gained from these online sessions was used to refine the qualitative survey
and to provide perspective on the environment in which RIT 2008 was conducted. To
stay abreast of the most current issues facing the data collection industry, we
continue to modify the online quantitative survey instrument.
Key findings:
- When this data was collected at the end of 2008, there was optimism that the sinking
economy would not have major adverse effects on the industry and even more optimism
that respondents' own businesses would not suffer greatly. The economy was still
very much on the radar - far more so than in 2007, but the full impact of the deepening
recession was not anticipated.
- Findings were in line with other concurrently
gathered trend data suggesting that the research industry might be counter-cyclical
and at least somewhat inoculated against the effects of the strongly recessive economy.
Polled several weeks after the collapse of Lehman Brothers, industry respondents
reported scant negative effects on business.
- Whatever the level of optimism
or concern, it is clear that the economy is definitely on the radar. Costs/budgets
and the economy were the two most frequently mentioned "challenges facing the research
industry in 2009." Last year, in RIT 2007 neither issue was in the top ten.
-
While web-based and other cutting edge technologies will continue to impact quantitative
data collection, CATI is not dead, it is just not growing. A major issue is the
diminishing penetration of land lines.
- Research providers should innovate, be
prepared to provide the latest and greatest technology and methodologies, and be
flexible. Being up to the moment is more important to clients than providers realize.
-
Approximately three fifths of research buyers indicated they are open to trying
new service providers, generally out of an ongoing desire to keep abreast of new
resources, latest techniques, technology, and increased quality and expertise. This
seems independent of satisfaction with current providers, reinforcing the precept
that providers should not take even satisfied clients for granted.
- Reported
levels of outsourcing research tasks were essentially the same in 2008 as found
in RIT 2007. Seven-in-ten study respondents indicated their organization outsourced
about the same percentage of research functions in 2008 as they did during the previous
year.
To download the report, simply click on the links below and follow the instructions.
There is no cost for the report and we hope all of our colleagues who view it find
as much value in it as we have.
To download the PDF version, right click here and choose "save target as". Please note that you will
need Adobe® Acrobat® Reader® to read the file. If you don't have Acrobat Reader,
please click
here.
The PDF also contains a dashboard affording you the ability to interact with key
data points. In order to use the dashboard you may need to update your version of
Flash – another free download from Adobe. Please click here.
More details on the results of this survey may be obtained by contacting:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
2007 Research Industry Trends report available for download
November, 2007
Rockhopper Research has collaborated with various industry partners since
2003 to produce the annual Research Industry Trends (RIT) report. Initially focused
tightly on data collection, the scope of RIT has expanded to include directions
in outsourcing, advances in technology, and inter-relationships among research buyers,
research producers, and end users.
For the 2007 RIT, an initial online hybrid qualitative/quantitative research phase
was conducted in Spring of this year to support development of a new survey questionnaire
and to provide deeper insights into core issues. In partnership with Invoke Solutions,
Rockhopper probed topics ranging from business volume to respondent cooperation
and validity of Internet samples. The quantitative portion of the Research Industry
Trends study went to field in August 2007 in partnership with Egg Strategy, GreenBook
Market Research Directory, E-Tabs and MR Operations.
Key Findings:
- Research is increasingly valued as a strategic necessity by clients. Providers and
client research departments are delivering actionable results and guidance. Some,
however, do still view research as a staff function and this view results in budget
cuts during tough times. Those that demonstrate the positive role research can play
are finding more projects and higher budgets coming their way.
- The research
world is going global, with advances in technology allowing providers to expand
research to international territories. Overseas outsourcing in lower-cost markets
like Asia and India are cropping up. Multi-national corporations look to their "preferred
providers" whom they trust and have built partner relationships over time to handle
both their domestic and international research.
- While the industry grows and
budgets expand, faster, cheaper, better are common themes that continue to challenge
researchers. Trends in data collection for both quantitative and qualitative testing
are being driven by these three challenges.
- A rise in Internet as a tool for
qualitative. More blogs, bulletin boards, online groups and Internet-based methods
are being used instead of traditional focus groups. While traditional focus groups
still are the preferred method, expect a rise in qualitative data collection online.
-
Quality and effectiveness of research is driving trends in data collection. Two
themes reoccur; the desire for quality, non-biased, trustworthy data and the need
for provider partners that add strategic value beyond the final report.
- Concern
over low response rates and respondent cooperation are impacting how data are collected.
-
CATI market share is eroding against a continuing increase in online research. Clients
and providers expect technology to play an expanding role in data collection, respondent
engagement and in data presentation with multimedia and online components becoming
standards.
To download the report, simply click on the links below and follow the instructions.
There is no cost for the report and we hope all of our colleagues who view it find
as much value in it as we have.
To download the PDF version, right click here and choose "save target as". Please note that you will
need Adobe® Acrobat® Reader® to read the file. If you don't have Acrobat Reader,
please click
here.
To download a set of data tables for your own use provided by e-Tabs, follow this
link: http://www.e-tabs.com/rit.
More details on the results of this survey may be obtained by contacting:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
2007 Research Industry Trends Phase 1 report available
for download
July, 2007
For several years, Rockhopper Research has published a study of research
industry trends (RIT) in collaboration with various industry partners, including
the NY-AMA Greenbook Market Research Directory. For RIT 2007, Rockhopper and NY-AMA
Greenbook Market Research Directory have added a live online hybrid (mix of qualitative/quantitative
questioning) research component in partnership with Invoke Solutions. These sessions
were designed to dig deeper into participants' mindset and refine the quantitative
study to be conducted in August of 2007.
Key Findings:
- Participants felt a qualified optimism about spending levels and increased respect
for the research function in the coming year.
- The role of research still varies
widely within client organizations. In some cases, companies faced with stronger
competition or other challenges place more reliance on the research department to
provide guidance. Others, viewing research as a staff function, still resort to
slashing research budgets in tough times.
- Accepted methodologies are changing
and evolving. Some participants reported an increased interest in qualitative research
and ethnographies as managers become more interested in capturing the "voice of
the customer."
- The Internet continues its dominance as a data collection medium
and is expected to continue to erode CATI market share. Clients and Providers all
expect technology to play a continuing and expanding role in data collection and
data presentation with multimedia and online components becoming standards.
To download the report, simply click on the links below and follow the instructions.
There is no cost for the report and we hope all of our colleagues who view it find
as much value in it as we have.
To download the PDF version, right click here and choose "save target as". Please note that you will
need Adobe® Acrobat® Reader® to read the file. If you don't have Acrobat Reader,
please click
here.
More details on the results of this survey may be obtained by contacting:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
2006 Research Industry Trends report available for download
July, 2006
Rockhopper Research, Pioneer Marketing Research, DialTek, and The Greenbook
Marketing Research Directory are pleased to present Research Industry Trends - 2006,
our fourth annual report of findings on trends and perceptions in data collection
for the research industry. This summary report presents the key findings with the
hope that the information will aid the industry in maximizing effectiveness and
sales in the coming year.
Key Findings:
- As in past years data collection professionals continue to embrace new technology
and to seek innovative solutions. Over 65% said that "considering alternative methodologies"
is their main solution to problems with response rates, sampling and data integrity,
and cost pressures.
- In addition to increasing incentives, researchers are turning
to opt-in panels to address declining response rates and sampling concerns. Clients
and providers view internal panels as an answer not only to response rate and sampling
issues, but to cost and budget constraints as well.
- As in 2005, fewer than 30%
of respondents foresee changing research providers in 2006. When they do look elsewhere,
however, clients say that (apart from a deterioration of service) new expertise
in new methodologies is the driver.
To download the report, simply click on the links below and follow the instructions.
There is no cost for the report and we hope all of our colleagues who view it find
as much value in it as we have.
To download the PDF version, right click here and choose "save target as". Please note that you will
need Adobe® Acrobat® Reader® to read the file. If you don't have Acrobat Reader,
please click
here.
More details on the results of this survey may be obtained by contacting:
Leonard F. Murphy
Rockhopper Research
lmurphy@rockhopperresearch.com
866-545-3216
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