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Since 1931, Burke has been a leader in custom research by employing highly experienced, creative problem-solvers for whom challenging the “status quo” is the norm. As teachers to the research industry through the Burke Institute, we are recognized by our clients and peers as thought-leaders in marketing research and decision support.
Burke has developed a Shopper Insights practice designed to meet the specific needs of the Retail environment. We realize that shoppers are complicated individuals that cannot be categorized on a single dimension or need. Their shopping behavior is as complex as the outlets in which they shop and the products that they purchase. Understanding this complexity is key to developing insights that impact the bottom line.
As a custom research consultancy, Burke tailors our approaches to meet client’s specific needs. At times, we craft an entirely custom approach to fit the needs of the manufacturer and retailer and their oftentimes complex relationship.
Burke Shopper Insights utilizes innovative offerings that deliver prescriptive and actionable strategies to help you win with your retail partners.
Q: What is the most exciting thing happening in the market research industry right now?
A: Exciting is helping our clients make decisions with the same level of scrutiny and rigor, but in half the time. The recent economic challenges have forced us all to do more with less. At Burke, we are mixing qualitative and quantitative research methods to enable our clients to provide input into decisions quickly without sacrificing confidence. Stop by and see us at the conference and we can discuss how this hybrid approach might help you. - Tara Marotti, Sr. VP of Client Services Management, tara.marotti@burke.com, 513-684-7708
http://www.burke.com
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BuzzBack Market Research, headquartered in New York, NY, provides creative, full-service online market research solutions. We've harnessed the power of the Internet to reinvent market research, keeping you better connected with consumers and ahead of the competition. Our suite of innovative, web-based tools helps you to dig deeper, and provides more meaningful results, while cutting both costs and timing throughout the entire development cycle.
http://www.buzzback.com
Chadwick Martin Bailey provides custom marketing research that helps leading companies solve their most challenging business problems and attack their best opportunities. Specializing in segmentation, brand, sponsorship/event ROI, customer experience, product development, and employee research, we focus on identifying the specific actions our clients can take to get, keep, and grow customers.
http://www.cmbinfo.com
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CMI delivers relevant research to advance business solutions. Founded in 1989, CMI is a full service custom marketing research firm with B2B and B2C clients spanning a variety of industries. Offerings include quantitative research, advanced analytics, qualitative methods including ethnography, and an interactive information platform (WINSM).
http://www.cmiresearch.com
Q: What would be your dream market research project and why?
A: My favorite research projects are the ones that seek to answer questions that evoke a universal “Hmmm…” response – ones that will require something beyond a traditional survey or qualitative research solution. We like to collaborate internally and with our clients to find creative ways to address their hardest business questions, often seamlessly combining qualitative and quantitative methods, to help them really get to know the customers they should target and how to prioritize resources to motivate customers’ decisions. It’s exciting to have clients bring us a broad question or framework for a project so that we can work with them right from the start to define the objectives and methodology. An ideal project for CMI challenges us to think in new ways and lets us leverage the diverse strengths of our team to develop unique solutions - projects with complex objectives, recruiting, fielding, and analytics .
One of my all-time favorite projects recently started: helping a leading pharmaceutical company understand the process consumers go through as patients – through recognizing their condition, going to see a doctor, filling a prescription, and refilling a prescription. We’re combining qualitative insights, an online survey, and advanced analytics to help our client understand their customers in the context of their world and the decisions they make when they’re getting treatment and taking medication.
-Bill Salokar, VP Business Development, bill.salokar@cmiresearch.com
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The world's most admired brands turn to Communispace, the leader in generating game-changing insights via private online customer communities. Founded in 1999, the company has created more than 350 customer communities for industry leaders such as Kraft, Hewlett-Packard, Charles Schwab, Hallmark, Unilever, GlaxoSmithKline and Hilton Hotels Corporation. Headquartered in Watertown, Massachusetts, the company has offices in Atlanta, Chicago, London, New York, San Francisco, as well as San Remo, Italy and Sydney, Australia. For more information, please visit: http://www.communispace.com/.
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Confirmit provides the world’s leading SaaS software enabling organizations to conduct Customer Feedback, Employee Feedback, and Market Research programs. The company has offices in Oslo (headquarters), Guildford, London, Moscow, New York, San Francisco, and Yaroslavl. Confirmit is distributed through partner resellers in Barcelona, Madrid, Milan, Santiago, Sydney, and Tokyo.
Our customers are Global 5000 companies and Market Research agencies worldwide, who rely on our range of products for feedback/data collection, panel management, data processing, analysis, and reporting. Customers include British Airways, Countrywide Financial, Credit Suisse, Dow Chemical, Experian, GlaxoSmithKline, Intrawest, Ipsos, Nielsen, Safeco Insurance, Statoil Hydro, Symantec, and Virgin Media.
http://www.confirmit.com
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CRG Global Inc is a unique organization comprised of strategically integrated data collection business services devoted to the advancement of consumer research.
V.E.R.T. Technology Solutions: State of the art eye-tracking labs and biometric research methodologies, providing an advanced and comprehensively developed production layer in this unique field of data collection.
Cunningham Field and Research Services, Inc., the nation's most sophisticated mall network offering 12 eye tracking labs, full service test kitchens, fragrance chambers, laundry facilities and national database of 750,000 households.
Datatelligence Online: A unique and engaged panel community, 400,000 members strong. 250,000 members were recruited face to face. Our panel excels in Home Use Tests.
www.crgglobalinc.com
Decision Analyst is a leading international marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling. Our online survey panels have over 7 million members. It is one of the largest consumer panels in the world, with significant membership in over 150 countries.
http://www.decisionanalyst.com
Q: What is the most exciting thing happening in the market research industry right now?
A: The most exciting thing in marketing research right now is the challenge posed by a struggling world economy. The rapid economic growth of the last 30 to 40 years is giving way to sluggish growth at best, and this slow growth or no growth economy could be with us for a decade or two, until some of the world's debt burden is reduced. The great question: how can the science of marketing research be creatively applied to help companies and governments develop strategies to overcome the world's economic problems?
-Jerry W. Thomas, President/CEO, jthomas@decisionanalyst.com, 817-640-6166
DMS Research offers a suite of online sample solutions, including both River and Panel, that is underpinned by our revolutionary SecuritySuite™ respondent and data validation system. With our commitment to excellence and innovation, DMS has delivered trusted online research sample for more than a decade. Call DMS Research today and let us introduce you to: “The Suite Solution — River, Panel, Results.™"
http://www.dms-research.com
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Research Now is the leading global online sampling and online data collection company. Recognized for delivering high-quality online sample data, Research Now provides research firms with high quality panelists -- enabling them to interact with real consumers and business decision makers. Offering a full suite of data collection services, Research Now operates the Valued Opinions™ Panel and the industry's first and best "by invitation only" panels -- the e-Rewards® Opinion Panels. With a multilingual staff located in 22 offices around the globe, and recognized for 3 consecutive years as the industry leader in client satisfaction, Research Now operates opinion panels in 37 countries. Visit http://www.researchnow.com/ to learn more.
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E-Tabs are the acknowledged leaders in Automated Charting, Reporting and Dashboard solutions for the market research industry. From our offices in London, Chicago and Auckland we provide hundreds of research agencies and end clients worldwide with innovative solutions for improved reporting efficiencies.
http://www.e-tabs.com
Q: What is the most exciting thing happening in the market research industry right now?
A: Research firms are recognizing that it’s not the number of PowerPoint slides that adds value to the final report, but rather the insights and conclusions they provide that turns data into actionable information. In the past too much emphasis has been put on delivering thousands of slides to clients as opposed too more concise actionable information. Today MR firms are realizing that more effort needs to be put into how the results of surveys are presented to clients to ensure the value provided in their conclusions is clear. Through effective use of report automation to create the necessary charts and graphs, researchers are finding they have more time to think about the survey results and their insights.
-Benjamin Rietti, Director, b.rietti@e-tabs.com, 44 208-205-4665
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fieldwork Inc. has been a leader in world-class marketing research services and facilities for over 25 years. fieldwork offers a family of 15 beautiful facilities located in 11 markets coast to coast. Each is superbly equipped to provide cutting-edge technology, award-winning recruiting, and our famous fieldwork hospitality. Dedicated fieldwork entrepreneurs understand your goals, and care as much abo ut quality research as you do.
http://www.fieldwork.com/
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Founded in 1990, FocusVision introduced the first live video transmission service for focus group research. Today, FocusVision is the leading provider of video transmission, digital recording technologies and video transcripts for the market research industry. We offer all the solutions that busy market researchers need.
http://www.focusvision.com
Q: What is the most exciting thing happening in the market research industry right now?
A: Webcam-aided Online Focus Groups (WOFG) – Although not a replacement for traditional, facility-based focus groups, WOFG allow market researchers to interview hard-to-reach respondents, especially executives, KOLs, home-bound patients and low-incidence respondents.
WOFG uses webcams to bring together a moderator and up to 8 respondents at different remote locations. The moderator and the respondents can fully interact with one another. In addition, content can be shared from the moderator or respondents’ computers.
Several companies have started to offer a WOFG platform. FocusVision’s platform, called InterVu, offers a dedicated technician that provides support throughout the session so the moderator can concentrate on the discussion with the respondents rather than worrying about the technology. In addition, the interview is automatically uploaded in the client Librarian, which is a content management platform for all their qualitative research.
- Eric Grosgogeat, CEO
For more information please contact Michael Crane, mcrane@focusvision.com, 203-428-2467
Founded in 1990, FocusVision introduced the first live video transmission service for focus group research. Today, FocusVision is the leading provider of video transmission, digital recording technologies and video transcripts for the market research industry. We offer all the solutions that busy market researchers need.
http://www.gmi-mr.com
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Gongos Research is a custom marketing research company that forms trusted research partnerships with Fortune 500 companies. Blending high-level thinking, strategic analysis, innovation and proprietary technologies, Gongos helps guide companies in the development of product and services, as well as with marketing decision-making. Using qualitative and quantitative methods, the company integrates approaches that range from traditional focus groups to webcam-based focus groups; central location testing and immersion techniques to virtual shopping; and an online research community suite that includes i°Communities and Consumer Village. Gongos Research partners with companies in the consumer products, retail and services, and transportation and technology industries.
http://www.gongos.com
Q: What is the most exciting thing happening in the market research industry right now?
A: To me, the most exciting thing happening is the way technology is changing the way we talk to consumers. The methodology shifts in the past from mail to telephone or telephone to Internet were more subtle in nature. I see the current shift, which again is driven by technology, more as an explosion of new opportunities to connect with and study consumers. Methods such as online communities, virtual focus groups, social media, and mobile research are just a few examples of some of the innovative and creative tools being used by researchers today. In many cases, these methods can provide more depth, flexibility or insight than traditional data collection options. Mobile research is probably the most exciting technology and is being adopted at three times the rate at which the Internet was adopted. Imagine any profession in which you were offered new tools that allowed you to complete the job faster, with better results and reduce the need to travel as much. Now that is exciting!
-John Gongos, President & CEO, jgongos@gongos.com, 249-239-2300
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Greenfield Online (A Part of the Toluna Group)
At Greenfield Online, we recognize that it takes a commitment to quality, robust access to survey respondents and technological innovation to help you succeed with your clients. We've built and actively manage the Greenfield Online panel, one of the largest most robust and demographically diverse panels in the world and we continue to innovate as we've developed a number of ways to engage and communicate with respondents using their preferred communications channels including; Real-Time SamplingTM, and wireless panels.
http://www.greenfield.com
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Ideas To Go is a creative process consulting firm that specializes in helping Fortune 500 companies generate winning concepts for new products and services, positioning, naming and promotions projects. Using their proprietary Concentrated Concept DevelopmentSM process, Ideas To Go significantly accelerates concept development and refinement. They engage the Creative Voice of the Customer with highly articulate Creative Consumers associates who bring a whole new dimension to idea generation with impactful insights and ideas that push client teams to new levels of thinking. And employ e-deation services, a web-based ideation technology that captures, sorts and makes prioritizing hundreds of ideas easier.
http://www.ideastogo.com
Q: “What are the skills/qualities that companies are looking for in fresh talent, and conversely, what are the skills that industry veterans need to be adding to their areas of expertise?”
A: I often hear people (sometimes even people within the industry!) say things like “Customers don’t know what they want.” They proceed to justify this position by quoting Henry Ford -- “If I had asked my customers what they wanted, they’d have said a faster horse.”My response is -- if Henry had understood the principles of market research, he would have asked customers about their lives, not about their horses, or even their transportation, to find out what they really want.
It can be all too easy to fall into the trap of asking our customers about our product, rather than about their lives, which results in marginal product improvements that don’t meet sales and profit objectives. The most savvy companies expect both new and experienced market researchers to be the advocate for the consumer; to truly understand their lives, so that we can help develop the break-through solutions our company needs. Market researchers must then continue to take the lead on cross-functional teams, to ensure that this valuable customer insight isn’t lost in the myriad obstacles that inevitably arise as a project progresses. We need to help our teams understand that we can’t dilute the consumer benefit as we make late-stage decisions to reduce cost or simplify manufacturing.
The most effective market researchers understand that, if we allow this degradation in customer benefit, the product will ultimately fail, and we won’t have done our jobs. Our role is to prevent that possible failure by being the consistent voice of the customer on our project teams.
-Susan Robertson & Cynthia Ryan, Innovation Process Consultants, srobertson@ideastogo.com & cryan@ideastogo.com, 407-367-2610 & 612-331-1602.jpg "iModerate Research Technologies")
iModerate Research Technologies
iModerate Research Technologies provides quick and cost-effective qualitative insight that allows marketers, researchers and advertisers to make more informed business decisions. We accomplish this using our live, online, one-on-one, professionally moderated interview sessions. Utilizing either our qual-quant hybrid offering or our stand-alone qualitative solution, iModerate gives clients the unique opportunity to engage with and listen to consumers. The result is insight that brings texture, clarity and color to online research initiatives, and completes the story for our clients.
http://www.imoderate.com
Q: What are the skills/qualities that companies are looking for in fresh talent, and conversely, what are the skills that industry veterans need to be adding to their areas of expertise?
A: Incoming talent should be motivated, bright and curious with a penchant for excellence. We seek individuals who are quick learners, have respect the discipline of research but aren’t inhibited by a fear of failure. It is no longer enough to just ‘get the job done’. Clients seek creative solutions and consultation around the execution of those solutions.
Industry veterans have an obligation to blend their experiential knowledge with what is evolving around them. Younger generations have fundamentally different expectations when it comes to sharing their opinions and beliefs and the tools they utilize to communicate those are rapidly changing. The sooner veterans can orient themselves toward this change the better.
-Jen Drolet, VP of Client and Moderating Services, jdrolet@imoderate.com, 303-928-8407
InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. Through its patented technologies, proprietary solutions, world-class expertise and time-tested research principles, InsightExpress transforms the way advertisers, agencies, publishers and researchers optimize their marketing activities. InsightExpress is headquartered in Stamford, CT, with offices in San Francisco, New York, and Los Angeles. For more information, please call 203.359.4174.
http://www.insightexpress.com
Q: What is the most exciting thing happening in the market research industry right now?
A: The most exciting development right now is the convergence of traditional marketing research with advances in technology, allowing researchers to understand the immediate impact of marketing activities. For example, we can now know where consumers are physically located, the path they took when surfing the web, the media they have come in contact with along the way, and how it all impacts their purchase consideration and behavior. These technological developments greatly enhance the way we conduct research and enrich the information received.
-Fern Schapiro, Executive Vice President, Client Service & Marketing
For more information, contact Megan Rome, VP, Senior Director, Marketing, mrome@insightexpress.com, 203-406-3219-
Creating New Needs Leads to Bigger Ideas!
Traditional ideation approaches search within the "category box" for consumer needs. However, generating ideas against existing needs usually leads to fewer, smaller, less differentiated ideas.
Initiator takes a different approach. We immediately go away from the category to explore "outside the box" insight inspiration to reveal entirely new needs possibilities. And by addressing new needs, we consistently create more, bigger, category-redefining ideas.
The Initiator process has helped numerous Fortune 500 companies create:
• More winning new product ideas
• More compelling claims and product news
• More differentiating brand positionings
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Ipsos Marketing helps clients to develop and launch new products and services and reposition existing brands, understand the success factors behind their brands and maximize the impact of their marketing decisions. Our leading-edge solutions integrate qualitative and quantitative research, using engaging digital tools as well as advanced modelling and forecasting techniques.
http://www.ipsos.com
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Lightspeed Research is a global online market research solutions provider. From recruitment, to activity level, to ongoing profiling, Lightspeed Research's panels are actively managed to provide engaged survey respondents and support studies that range in scope and complexity across industry sectors. Lightspeed Research is part of Kantar, the information, insight and consultancy division of WPP. For more information please visit
www.lightspeedresearch.com
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M/A/R/C® Research is a full-service marketing research and consulting firm that uses innovative qualitative and quantitative methodologies to help clients launch better products and services, find new and valuable customers, and build stronger brands. We are able to help clients create, evaluate, and expand their customer relationships by using our proven product offerings. Our teams design and execute traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised.
http://www.marcresearch.com
Q: What is the most exciting thing happening in the market research industry right now?
A: M/A/R/C® Research believes that the most exciting thing happening in the research industry is the integration of new observational techniques, such as social media monitoring, with foundational tools such as survey based forecasting and optimization. We think that the most highly valued insight professionals of the future will work comfortably in both realms because both behavioral observations, and the revealed answers from deep questioning, are required to understand motivations, beliefs and intentions. We look forward to meeting the attendees in San Diego to describe our unique tools in social media research, strategic brand research, new product development and forecasting.
-Scott Waller, VP Client Development, scott.waller@MARCresearch.com, 972-983-0412 
Maddock Douglas, established in 1991, provides Agency of Innovation™ services, which help clients take their products “from mind to market.” Using their proprietary Global Expert Network of over 6,000 entrepreneurs, professionals and specialists from 40+ countries they help firms break down the barriers to innovation. Their proprietary 3-2-1 Launch! new product and service development process has created a company backed by the experience, people and expertise required to manage the most critical aspects of the innovation process. Maddock Douglas’ client list includes 20 out of the top 100 global brands* and 10 out of the Fortune 50 companies.
*From Business Week’s list of top 100 brands
http://www.maddockdouglas.com
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Maritz Research Inc. provides actionable intelligence to achieve business success by identifying and understanding gaps between brand promise and brand performance. As today's customers compare value propositions at lightning speed, companies must live up to their brand promises again and again. Maritz Research helps you understand and explain customer behavior in this supercharged environment by examining three critical, integrated dynamics: Choice: Why customers select your products or services, Experience: What happens at key "moments of truth" with your customers, & Loyalty: Why customers return, defect, or buy more. The company specializes in the automotive, financial services, hospitality, telecommunications, retail and technology sectors and also offers a custom research group. Maritz is a world leader in customer satisfaction research, helping businesses define, measure, and track satisfaction for more than 30 years. Utilizing research, customer focused training, reward systems, and communications programs, Maritz supports and drives actionable improvement strategies.
EVOLVE24 – a Maritz Research Company
Evolve24 integrates social and traditional media with business analytics to provide real-time market intelligence. We offer social and traditional media monitoring software, reporting and strategic consulting designed to help clients effectively manage brands, consumer opinion, reputation, and risks. Evolve24 provides unparalleled data processing, collection and analysis; a deep understanding of audience segments, and leading indicators of market shifts. Our solutions support the marketing, market research, communications, and risk management teams of Global 500 companies.-
MarketSight develops innovative, web-based, data analysis solutions for Market Researchers. With MarketSight®, users actively analyze research results by creating cross-tabs, charts, and banners, while MarketSight® automatically performs the appropriate statistical tests. A highly intuitive interface, easy-to-interpret outputs, automated statistical testing and direct export to PowerPoint® and Excel®, make MarketSight® the application of choice for busy Market Research professionals.
Visit us at http://marketsight.com
Q: What are the skills/qualities that companies are looking for in fresh talent, and conversely, what are the skills that industry veterans need to be adding to their areas of expertise?
A: I think that excellent communication skills are critical to professional success at every stage of a market researcher’s career. I’d place an equal emphasis on both sides of the conversation: the listening/reading part and the talking/writing part. Throughout the research process - from articulating the objectives of the research, to designing the study, to engaging with respondents, to summarizing and analyzing the data, and finally to communicating the results – clear communication is the essence of the work.”
-Michael DeNitto, CEO
For more information please contact Mark Budreski, Director of Sales, mbudreski@marketsight.com, 617-252-2320
Since 1973, MRSI has helped consumer and business-to-business clients solve a range of marketing and business challenges by providing insightful, strategic marketing research solutions designed for their specific needs. Our clients trust us with their research needs because we know their industry, take the time to understand their business challenges, and our responsiveness makes the research process seamless. MRSI specializes in product development, consumer insights and Hispanic research for clients in industries from consumer products and retail to financial services and healthcare.
http://www.mrsi.com
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The market research industry’s only global boutique, ORC offers the unique ability to integrate primary and secondary research, competitive intelligence and expert insight to address the strategic business challenges of our clients worldwide. With offices across the United States, Europe and Asia, we combine boutique levels of service with a global infrastructure to help organizations expand their reach in the US and abroad. We are proud to be an official partner of CNN, the most trusted name in news, on the CNN/Opinion Research Corporation Poll
Psyma International's Consumer Perspective Team takes a fully custom approach to study design, drawing from emerging and traditional methodologies in global consumer, B2B and pharmaceutical marketing research. Psyma works with your team to develop the study that best suits your business objectives; if the best methodology does not exist, our team will create it. We pride ourselves on our long standing client relationships that result from our expertise, passion for the task at hand, as well as the attentive service- http://www.psyma.com
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Quick Test/Heakin ranked #1 in customer satisfaction. Our professional team offers a diverse range of products and maintains a high level of service in the industry’s largest nationwide network of owned and operated mall based facilities. Our authenticated screening process guarantees that the right person is participating in your research project. Featured products: 3Q RESEARCH SOLUTIONS - Economic, powerful and valuable essential market research services and solutions to support, enhance and complete your study from start to finish. DATA COLLECTION - In-person, quantitative and qualitative methodologies to include mall intercept, focus groups, field services, Hispanic interviewing, low incidence interviewing, online and telephone. REAL PEOPLE. REAL RESULTS.
http://www.quicktest.com
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Research Reporteris a market research management system designed to help market researchers leverage the power of their marketing knowledge, facilitating greater use of marketing information, tighter control over confidential documents, and improved efficiency.
Fully web-based and simply configured, Research Reporter is a low cost research portal application that is easily accepted by all stakeholders, resulting in greater use of market intelligence. Research Reporter has been built by researchers for researchers. Research Reporter can be customized, tested and changed in real time, giving you a proven system in days, rather than months.
Since its launch in 2001, Research Reporter is now used by over 50 companies worldwide and winner of the prestigious ‘MRS/ASC Technology Effectiveness”Award in 2006.
http://www.researchreporter.com
Q: Where do you see the market research industry in 2015?
A: I would like to see the complete demise of the “Research Industry” by 2015, to be replaced by the “Research Profession”. The traditional Research Industry has focused on processing research problems through agency-owned hard-wired technology in order to create economies of scale, and industry profits.
Rather than focus on “defining the research problem” that can be then processed through Research Industry factories, the Research Profession will draw on specific skills that can used to address the underlying business problem, and help marketers make better decisions. While the specific disciplines that will define the new research professional have not yet evolved, they are likely to focus on skills such as:- Divergent thinking
- Being able to identify a broad range of existing data sources that might address a business problem, as well as the ability to specify how to create new data sources through primary research
- Pattern recognition
- Combining and analyzing data from multiple sources to present coherent arguments to support a course of action
- Creativity
- The ability to imagine, and create evidence-based analytical models that drive business decisions.
-Chris Forbes, Co-Founder, chris.forbes@researchreporter.com, 613-9534-5699
Sachs Insights is a qualitative research consultancy founded in 1987. Our goal is to continually develop and deploy innovative research techniques that lead to powerful insights our clients can take to market. Our firm is organized in two practice areas: Innovation Research and User Experience Research. The methodologies we employ include ethnography, focus groups, in depth interviews and usability labs. We are proud to have pioneered a number of innovations in study design including longitudinal ethnography and remote moderated usability. A hallmark of our work is the presentation of research insights and recommendations integrating expertly edited video clips from the research to bring the consumer's voice to marketers, developers and product designers.
http://www.sachsinsights.com
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For more than 40 years, we've been constantly perfecting the art and science of qualitative and quantitative data collection, building a reputation as one of the largest and most innovative research services companies in the world. With a network of 16 viewing facilities, an extensive respondent panel, high-specification technology and a wide range of traditional and e-methodologies, we are your Global Research Partner, Anywhere, Anytime.
http://www.schlesingerassociates.com
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Seek is a gutsy qualitative market research consultancy inspired by people-understanding… from traditional focus groups to in-store research, from ethnographic immersions to online communities, we will take you and your team into the lives of real people, find the big ideas, and help you use them to catalyze growth.
http://www.seekresearch.com
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Survey Sampling International is the premier global provider of sampling solutions for survey research. SSI offers access to more than 6 million consumer and business-to-business research respondents in 54 countries via Internet, telephone, and mobile. Additional client services include custom profiling, survey programming and hosting, data processing, sampling consulting, and survey optimization.
SSI serves more than 1,800 clients, including nearly three-quarters of the top researchers, worldwide. Founded in 1977, SSI has an international staff of 400 people representing 50 countries and 36 languages. The company has 17 offices around the world for local client support.
http://www.surveysampling.com
Q: Where do you see the Market Research Industry in 2015?
A: There are many trends converging to change the market research industry, pointing to an exciting future for companies with the vision to adapt to a new environment. First, clients are seeking to integrate more information sources to get a holistic view of the market. They are not looking for data dumpers. They are looking for partners who can bring together a multitude of sources—not just survey research or qualitative sources but also everything from social media to secondary sources to syndicated reports to marketing and web analytics. Clients want to work with companies who can integrate information to create evidence-based insights that drive effective business actions.
Second, there is an explosive growth in both marketing and web analytics—and smart market research companies will broaden their offering to include these new tools. They will not view these new analytics as competitive to survey research but will incorporate them to provide more complete information and insights solutions.
Third, market research will have to adapt to a world where respondents behave very differently than in the past. For example, SSI research shows that consumers around the world consider “media multi-tasking” the norm—often, for example searching Web sites, emailing and chatting on the phone at the same time. In addition, our research reveals a growing trend toward consumers “on the move.” Particularly for those under 30, laptops are replacing desktops worldwide. For example, according to our SSI study, 80% of 18 – 24 year olds in the US now own laptops while just 67% own desktops.At the same time, cell phone use has exploded. According to the National Health Interview Survey, nearly 25% of US households are cell phone only and another 26% consider their cell phone their primary telephone – making more than half of US homes hard or even impossible to reach through traditional RDD (Random Digit Dialing). The growth of wireless is not just a US phenomenon. SSI research shows that around the world—from the UK to Spain to Japan—more people now own cell phones than landlines, and that gap is largest among 18- 24 year olds.
These changes pose new challenges for market researchers. Yes, we have many more ways to reach respondents—but their attention is often fragmented. They may be taking surveys anywhere—from the mall to the train to a coffee shop. More than ever, successful researchers will have to focus on ways to engage respondents—to create easy and enjoyable research experiences that break through the competitive noise and to find motivating ways to reward people for their time.
In addition, as cell phone use continues to rise, RDD, long-considered the most methodologically sound sampling approach, may not be enough anymore. Researchers need to look at incorporating approaches such as mobile/wireless , Address-Based Sampling (ABS) and mixed access approaches to get truly representative samples.
The ability both to access and engage respondents will become an increasing challenge. Successful market research companies will work with sampling partners who can tap into a full spectrum of sources—from panels to Web sites to social media—and reach respondents through a range of modes—both online and offline—to drive participants to surveys and build engaging experiences that deliver results.
-Paul Abbate, Vice President, Global Accounts, paul_abbate@surveysampling.com, 203-513-0343
SurveyWriter is a global leader in the technology of web-based survey research. Professional research organizations of all sizes use SurveyWriter to collect, manage, analyze and report data. With no upfront costs, no network administration, and the best feature-to-price ratio in the industry, SurveyWriter is the tool for online research.www.surveywriter.com
http://www.surveywriter.com
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TNS, who recently merged with Research International, is the world's largest custom research agency delivering actionable insights and research-base.d business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specializing in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 75 countries, TNS is part of Kantar, the world's largest research, insight and consultancy network.
http://www.tns-us.com
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Vision Critical is a global research and technology company specializing in custom online panels, private communities, and innovative online methods. Vision Critical delivers both the technology and full service research to help clients build stronger connections with their customers using interactive surveys, discussion forums and 3D environments.
http://www.visioncritical.com
Q: Where do you see the market research industry in 2015?
A: The market research world will undergo tremendous transformations over the next five years. There will be industry-altering births, deaths, explosions and implosions. Here are four things that will define survey research in the coming years ahead.
1. Terrible Do-It-Yourself research will almost kill the industry, but research will arise leaner, meaner and smarter
With access to Survey Monkey, Zoomerang and the like, coupled with cheap access panels and other sources of questionable sample, everyone thinks they can do research. While many people are making excellent use of these tools, there are also too many who are using them badly—and that’s where the trouble starts. Misleading results are being shared with management, the media and anyone who will listen. As poor quality research proliferates, the bad decisions made based on questionable research will bring about a crisis of confidence in research. There will be fallout for MR departments and research suppliers. Jobs will be lost. Budgets will be slashed. But it won’t be the end of research. Because information and insights will always be needed, the boardroom won’t give up on survey research. What they will do is question the basics of how the research was done. They’ll think twice about sources of bias and error. Audiences will ask better questions of researchers. Bad research will be exposed. Good research will be revealed, and valued all the more.
2. Social Media: hot, then cold, then some hot spots
If marketing was a dance, the latter half of the last decade would be known as the Social Marketing Stumble. In this past decade marketers and researchers fell all over themselves trying to understand and capitalize on social media. In the future, social media will evolve into a multiplicity of types of social mediums. Some will lend themselves to commercial use, others will not. Privacy issues and concerns about surveillance will play a vital role in transforming the use of social mediums. Money will cease being sprayed around like water on a fire. Everyone will stop trying to make viral videos (we hope).
3. Survival of the simplest
Evolution favours the most parsimonious effective design. So do people. Research will become simpler; more streamlined. Interfaces (formerly known as questionnaires) will become more intuitive, because respondents do not have the patience or incentive to navigate complex and poorly designed surveys. Similarly, shared insights (formerly known as reports and tables) will focus on meaning. Boring tables and convoluted explanations of intricate analyses will be stripped to the essential, except for the handful of geeks for whom footnotes rightly matter. Visible complexity will go the way of the dinosaurs. Simplicity will rule.
4. It takes a village to write a strong survey
Powerful forces like crowdsourcing and social media have been made possible by technological advances. Tools that enable collaboration will continue to enable survey design to become more collaborative as well. Currently, drafting and reviewing surveys is a complicated process where drafts are sent by one to many and then printed, marked up, and sent back in multiple formats, some with the changes marked and some not. The (un)lucky coordinator then must try to juggle all the comments, create another draft and communicate the rationale to the many who did not see each others comments. Wouldn’t it be great if there was a better way? A way for people to make comments and changes visible to all; a way to understand each others input in real time; a chance to truly collaborate and reap the benefits? I have good news. There is a way, and you won’t have to wait until 2015. That’s one prediction I can guarantee. Visit www.fireflysurveys.com to see for yourself.
-Andrew Grenville, Chief Research Officer
For more information, contact Cheryl Stevenson, VP Demand Marketing, Cheryl.stevenson@visioncritical.com, 604-647-6725
Western Wats, the largest survey research data collection company in the United States, conducts research initiatives for more than 200 clients worldwide. With the most advanced, fully integrated data collection platform on the market,Western Wats operates globally by telephone, the Internet and automated telephony throughout its nine offices located in the United States, Canada and the Philippines.
http://www.westernwats.com
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