TRENDS IN MARKETING RESEARCH TECHNOLOGY

Where we are

and where we might be going

Pat Molloy, Confirmit

Tim Macer, meaning ltd

CASRO 14TH TECHNOLOGY CONFERENCE, NEW YORK, MAY 28/29 2009

- 2 -

AGENDA

!! Introductions

!! Background to the Study

!! The Sample

!! Detailed Findings

!! Current and predicted activity

!! Technology trends and challenges

!! Software usage and attitudes

!! Mixed Mode

!! Deliverables, tables and reports

!! Conclusions & Implications

!! Questions

- 3 -

INTRODUCTIONS

!! Pat

!! Tim

- 4 -

BACKGROUND TO STUDY

!! 5th Annual study, started in March 2004

!! Commissioned by Confirmit, carried out by

meaning ltd

!! Core set of questions across time augmented by

additional topical material

!! Data collected online using Confirmit

!! Read more ...

!!http://www.meaning.uk.com/news/news037.html

!!http://www.confirmit.com/pdf/

2008ConfirmitAnnualMRSoftwareSurvey.pdf

!!http://www.quirks.com/articles/2009/20090509.aspx?

searchID=28204061&sort=4

- 5 -

SAMPLE COMPOSITION

!! 215 completes

!! 27 Countries represented in 2008

!! Sample drawn by region (based on ESOMAR

turnover figures)

!! Mixture of technical specialists (20%),

researchers (39%) and operations/business

(41%)

!! Survey available in English, French, German,

Japanese

- 6 -

SAMPLE COMPOSITION

Total Small Co’s Medium Co’s Large Co’s

Total 215 100% 119 100% 25 100% 46 100%

North America 89 41% 44 37% 25 50% 20 44%

Europe 94 44 % 61 51% 16 32% 17 37%

Pacific Rim 32 15 % 14 12 % 9 18% 9 20%

THE QUESTIONNAIRE

THE QUESTIONNAIRE

THE QUESTIONNAIRE

- 9 -

CURRENT AND PREDICTED ACTIVITY

!! Chart 1.1, 1.2 – Quant v. Qual, Modes

!! Charts 1.3 – Mode by volume

!! Chart 1.4 – Predicted changes

!! Chart 1.5 – Industry challenges

QUANTITATIVE VS. QUALITATIVE

71% 69% 72% 72%

69% 69%

78%

22% 25%

21% 20% 24% 22%

14%

7% 6% 8% 7% 7% 9% 8%

Total Americas Europe Asia/Pac Small Co's Medium

Co's

Large Co's

Quantitative Research Qualitative Research Other

Research activities undertaken: %volume at each company

- 11 -

DATA COLLECTION MODES CITED (PENETRATION)

94% 94% 94% 94%

67%

75%

64%

53% 51% 51% 51%

53%

45% 45% 43%

50%

24%

16%

33%

19%

4% 2%

5% 3%

Total North America Europe Asia/Pac

Web CATI Paper Mixed Mode CAPI SMS

Percentage of market research firms using each mode of data

collection

- 12 -

THE GROWTH OF ONLINE RESEARCH (1)

Source: ESOMAR (global estimates)

13% 16% 17% 19%

30%

2004 2005 2006 2007 2008

Online research: % of all quantitative MR by spend

- 13 -

THE GROWTH OF ONLINE RESEARCH (2)

Source: Confirmit/meaning surveys 2006-2008

40.0% 43.0% 47.5%

2006 2007 2008

Online research: % of all quantitative MR by volume

- 14 -

RESEARCH MODES BY VOLUME

0.1%

0.2%

0.6%

1.0%

1.7%

3.9%

4.2%

14.0%

26.3%

47.5%

0% 10% 20% 30% 40% 50%

SMS

Mobile web

IVR

mobile CAPI

Mixed mode,

other

Large form CAPI

Mixed CATI+web

Paper

CATI

Web

- 15 -

WHO’S DOING SMS SURVEYS?

3.7%

11.1%

2.5% 1.9% 2.2%

5.3% 3.1%

All Large

co's

Medium

co's

Small

co's

North

America

Europe Asia Pac

- 16 -

RESEARCH MODES TRENDS (BY VOLUME)

40%

27%

21%

7% 5%

0.0%

43%

25%

19%

6% 5%

1.8%

48%

26%

14%

6% 4%

1.0%

CAWI CATI Paper Mixed mode laptop CAPI mCAPI

2006 2007 2008

- 17 -

GROWTH IN QUANTITATIVE METHODOLOGIES

38%

17%

1%

1%

2%

2%

4%

4%

5%

13%

Don't know/ nothing

Other

Max-Diff

Video Options

CATI

Cell/mobile phones

Analysis/segmentation

Operational changes

Hybrid methods

Internet based research

Source: RIT 2008 (Top 2 box, 5pt scale)

- 18 -

PREDICTED CHANGES IN INTERVIEWING MODE

1.2 1

1.2 1.2 1.1

1.3 1.1

0.5 0.5 0.5

0.2 0.4 0.4

0.7

0.4 0.3

0.4 0.4 0.3

0.5 0.4

0.1 0.1 0.1 0.2

0.1 0.1 0.3

-0.3 -0.2 -0.2

-0.5

-0.2 -0.4

-0.3 -0.5

-0.4 -0.6

-0.7

-0.4

-0.8

-0.5

Total North

America

Europe Asia/Pac Small co's Medium Co's Large co's

CAWI Mixed mode mCAPI laptop CAPI CATI Paper

Predicted growth or decline in volumes by mode

(+2 = major growth; +1 = modest growth; 0 = no change; -1 = any decline)

- 19 -

INDUSTRY CHALLENGES FOR TECHNOLOGY What are the most urgent challenges facing the research industry

that technology should address or attempt to resolve?

6%

19%

26%

27%

28%

31%

40%

42%

57%

3%

5%

8%

8%

10%

9%

15%

13%

25%

Other

High costs due to high level of technical skill

Alternative sources of data, knowledge and

consulting

High costs due to labor intensive processes

Time to conduct research and deliver results

Making results accessible to decision makers

‘Professional’ respondents

Availability of sample

Falling response rates

Main issue

All issues

- 20 -

TECHNOLOGY TRENDS AND CHALLENGES

!! Picture here

TECHNOLOGY CHALLENGES

7%

18%

23%

27%

47%

47%

47%

57%

3%

7%

5%

8%

13%

18%

20%

26%

Other

Handling trackers

Moving questionnaires to other technology

platforms

Moving data to other technology platforms

Creating custom websites for results

Recruiting/retaining people to use the

software

Keeping up to date with developments

Automating repetitive tasks

main issues All issues

“What are the key technology challenges that you and your business

face in the next two years?”

CATI DIALING AUTOMATION

24%

28%

37%

36%

40%

36%

Present

Future

Predictive dialing Autodialing Manual dialing

Proportions by each method in the current year (2008) and anticipated

proportions over the coming year. Mean average of those who do CATI

work.

CATI DIALING AUTOMATION

24 %

9 %

12 %

18 %

24 %

41 %

42 %

Other reasons

Not compatible with telephone system

Not compatible with CATI software

Too complicated for our needs

Too costly to install or operate

Savings unlikely due to types of typical call

Concerns over making nuisance calls

What are your reasons for not making greater use of

predictive dialing?

WEB 2.0

13 %

15 %

7 %

11 %

22 %

17 %

9 %

12 %

11 %

14 %

13 %

34 %

49 %

47 %

47 %

44 %

43 %

38 %

29 %

26 %

34 %

31 %

21 %

11 %

0% 20% 40% 60% 80% 100%

Presenting questions in

video format

Still images from

respondents

Video clips from

respondents

Co-creation tools

Bulletin boards and blogs

Tools to analyze

unstructured text

1. Already do 2. Need but find difficult 3. May want in future 4. Not required

“[Of these] capabilities that software developers could build directly into web

survey tools to provide support for these methods, how important is each

capability to you?”

- 25 -

PLACEHOLDER

!! Slide here about communities

- 26 -

SOFTWARE USAGE AND ATTITUDES

!! Picture here

THE CULTURE OF OWN-DEVELOPED SOFTWARE

83% 80% 80%

91%

26% 29%

35% 29%

19% 24% 25%

15%

CATI CAPI Web Analysis

Any packaged in use Any own developed in use

Own-developed only

The origin of software in use at each organization

- 28 -

PLATFORM LOYALTY

49% 44% 42%

26% 34% 40%

25% 22% 18%

2006 2007 2008

Yes

Not sure

No

Are you considering changing the software you are using for your

data collection, data processing, data analysis, reporting or panel management in the next one to two years?

- 29 -

PLATFORM LOYALTY (2)

10%

23%

23%

24%

27%

Panel management

Data processing

Data analysis

Data collection

Report publishing and delivery

What software are you considering changing?

- 30 -

REASONS FOR CHANGING SOFTWARE

1.! Seeking more flexibility, more

capabilities or better functionality

2.! To achieve efficiency improvements through

increased automation

3.! Move to a more modern platform

4.! Consolidate all activities on a single integrated platform

5.! Dissatisfaction or concerns with the existing software

6.! To reduce software or IT costs

7.! Seeking something that is easier to use

8.! Company policy reasons

9.! Concerns with existing supplier

- 31 -

MIXED AND MULTI MODE/CHANNEL

!! Picture here

- 32 -

CURRENT SUPPORT FOR MIXED MODE RESEARCH

Total

North

America Europe

Asia

Pacific

Integrated platform 50% 45% 63% *

Switch between different

platforms 50% 55% 38% *

*low base size

Do you use an integrated software platform for your

multimode interviewing, or do you need to switch between

different software platforms to combine modes?

- 33 -

MIXED MODES

27%

27%

38%

35%

51%

49%

40%

40%

21%

24%

23%

25%

2008

2007

2006

2005

Common authoring Mixed modes in parallel Multi-mode with switching

Level of multimode software capability required in your data

collection software

- 34 -

REASONS FOR MIXED MODE RESEARCH What are your reasons for doing mixed mode research?

5%

1%

0%

2%

13%

10%

6%

28%

34%

9%

4%

15%

17%

33%

35%

38%

60%

68%

Other

It looks good in proposals

Shorten fieldwork times

Increase capacity of your fieldwork resources

Client requires mixed method

Reduce fieldwork costs

More respondent friendly

Improve sample coverage or sample

representation

Improve response rate

All reasons

Main reason

- 35 -

IMPORTANCE OF MIXED MODE SUPPORT

27%

31%

29%

6% 3% 4%

Essential: an absolute

“must have”

Very important: a serious

lack if not available

Moderately important: could

live without it

Fairly unimportant: no

immediate plans to use

Unimportant: not something

we wish to do

Don't know

If you were choosing new software, or reviewing your current

solution, how much importance would you place on the tool's ability to mix and combine different data collection modes?

- 36 -

DELIVERABLES, TABLES AND REPORTS

!! Picture here

- 37 -

3-YEAR TRENDS IN DISTRIBUTION MODES

20%

11%

48%

30%

23%

27%

15%

10%

48%

20%

14%

21%

28%

12%

49%

18%

11%

23%

Online static

reports

Interactive

analysis

MS PowerPoint MS Word Printed tabs Acrobat PDF

2006 2007 2008

“What percentage of projects currently involves the following

deliverables or distribution methods to the client?”

- 38 -

THE ROLE OF THE PRINTED CROSS-TAB REPORT

When considering analysis and reporting tools for the future, how important

is it that these should be able to produce volumes of cross-tabular reports?

59% 57%

27% 28%

13% 13%

1% 2% 0%

25%

50%

75%

2004 2005 2006 2007 2008

Essential

Moderately important

Relatively unimportant

Not something future

tools should provide

- 39 -

DEMAND FOR ONLINE RESULTS DELIVERY “Over the next year to what extent do you anticipate an increased

demand for the following…?”

30%

18%

21%

51%

47%

51%

19%

34%

27%

Fixed reports online

Clients create

analyses online

Information portals

Major increase Modest increase No increase

- 40 -

FUTURE WISHES FOR ANALYSIS/REPORTING TOOLS When considering analysis and reporting tools for the future, where

should software developers be concentrating their efforts?

7%

10%

10%

14%

21%

38%

32%

34%

43%

44%

59%

74%

Better tools to distribute static reports to end-

users

Better script- or syntax based cross-tab

reporting tools

Better tools to create information portals and

research libraries

Better desktop or PC-based analytical tools

(which work offline)

Better online analytical tools that work in a

web browser

Better tools to automate the production of

charts and PowerPoint decks

All wishes

Main wish

- 41 -

CONCLUSIONS AND IMPLICATIONS

- 42 -

QUESTIONS ?

!! Read more ...

!!http://www.meaning.uk.com/news/news037.html

!!http://www.confirmit.com/pdf/

2008ConfirmitAnnualMRSoftwareSurvey.pdf

!!http://www.quirks.com/articles/2009/20090509.aspx?searchID=28204061&sort=4