At the 2013 AMSRS conference in Sydney, Potentiate recently conducted a very short survey with attendees. A total of 31 surveys were collected, including 19 Research providers, 10 Research buyers and 2 respondents that classified themselves as ‘others’ (data analyst, field provider). More than half of the respondents (n=17) have been in the industry for over 10 years.
While the sample is by no means representative of the Market Research industry, many of the often contrasting results are in-line with other industry publications such as the GreenBook Research Industry Trends Report.
Link to article: http://www.potentiateglobal.com/test/staging/html/news-article-new-technologiees-mr.php
2. POTENTIATE AMSRS SURVEY
AUGUST 2013
• N=31 at AMSRS conference stand
– N=10 Research buyers
– N=19 Research providers
– N=2 Other (data analyst, field)
• Average time in the Industry is 4 years
– N=17 have been in the Industry for 10+ years
2
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3. RESEARCH BUYERS APPEAR TO HAVE EMBRACED
NEW METHODS MUCH MORE THAN RESEARCH PROVIDERS.
Total sample (n=31)
3
Research Buyer (n=10)
Research Provider (n=19)
Q1. At the 2011 AMSRS conference Ray Poynter said (paraphrased) that unless companies in MR were
embracing new methods in research many of us could expect to be out of a job within a few years. In the 2
years since then, how many of these new methods have you used?
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4. EVERYONE AGREES THAT CLIENT DIY TOOLS ARE THE BIGGEST
THREAT FOR MR. BUT IT APPEARS THERE ARE SOME DIFFERENCES
REGARDING OTHER THREATS.
Top 2 shown (i.e. 1st or 2nd rank)
Total sample (n=31)
Clients / DIY Tools
4
Google
Research Buyer (n=10)
Big Data Analysts
Management
Consulting Firms
Research Provider (n=19)
Facebook
Q2. For some time now we have been hearing about the changing landscape of MR and new entities
entering the traditional MR space. Please rank the following in order of the biggest threat to traditional MR
companies within the next 3 years.
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5. RESEARCH BUYERS ARE SOMEWHAT SPLIT IN EMBRACING NEW
TECHNOLOGY AND METHODS. SOME ARE AT THE
FOREFRONT, OTHERS MORE ‘TRADITIONAL’.
Fully embracing
Somewhat embracing
Not embracing this at all
Not sure
Total
sample
(n=31)
Research
Buyer
(n=10)
Research
Provider
(n=19)
5
Q3. We have heard clients saying for the last couple of years that they want new technology to enable new
methods in research. In your experience, to what extent are the majority of clients embracing this new
age of MR?
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6. RESEARCH PROVIDERS TEND TO BELIEVE THAT COLLABORATION
AMONGST SUPPLIERS IS ALREADY HAPPENING, BUT IT APPEARS
RESEARCH BUYERS DON’T FEEL THAT WAY.
Already happening
Highly likely to happen soon
Could happen
Unlikely to happen
Will never happen
Don't know
Total
sample
(n=31)
Research
Buyer
(n=10)
Research
Provider
(n=19)
6
Q4. It has been said that in this day and age, suppliers of research services should be willing and able to
collaborate with other suppliers in the industry to put together the best in class services for their client.
How far off do you think this is from being a reality?
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