Alliance of International Market Research Institutes: A Pie Grows in Manhattan
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At a conference of the Alliance of International Market Research Institutes, the author discussed trends in market research methods with researchers from around the world. While some evidence suggests the volume of traditional surveys may be increasing, surveys now make up a smaller percentage of the total market research pie as other methods grow faster. Presentations at the conference showed examples of using methods like social media research and ethnography alongside quantitative surveys. Though surveys are still widely used with over 50 online survey platforms, agencies must consider how the changing landscape impacts their role as full service providers.
Alliance of International Market Research Institutes: A Pie Grows in Manhattan
- 1. 11 Main Street | Southborough, MA 01772 | 508.691.6004 | Info@ResearchRockstar.com www.ResearchRockstar.com A Research Rockstar Article Alliance of International Market Research Institutes: A Pie Grows in Manhattan At last weeks AIMRI conference in NYC, I had the opportunity to meet market researchers from around the world: Czech Republic, England, Italy, Mexico, Spain, and more. A small but dedicated group of researchers met to share current insights on market research trends, and to constructively discuss our industrys future. With contributions to the conversations by John Mackay (who, among other roles, is the founder of The Research Club), Lenny Murphy, Ruth Stanat and others, some of the presentationsand discussionrepeatedly pointed to an underlying question: Is the volume of traditional survey work declining, or is it simply that the volume of other methods is growing faster? In other words, the market research pie is growing, and surveys have a smaller slice of a larger pie? Personally, I dont see any evidence that the volume of surveys is decliningif anything it is increasing. But I also see plenty of evidence that as a percent of the total, surveys are declining. Evidence was abundant at AIMRI as well. Consider the presentation by Marshall Toplansky of WiseWindow, who shared a case study example of using a combination of social media research and ethnography as a Phase 1 to a quantitative Phase 2. This is consistent with many cases I see in client- side organizations; market research surveys are still being done, but are increasingly augmented by other methods. As further evidence, consider that three of the ten presentations were specifically about panel based research. Panels (at least for now) are largely focused on data collection for online surveys. And finally, lest there be any last doubt that surveys are still being done in volume, consider this: by my last count, there are now over 50 companies offering online survey platforms. Okay, this isnt a fact specific to the AIMRI conference, but if survey volume was shrinking, I dont think we would be seeing such a surge in new software platform entries. Surveys are here. Vast volumes are done every day. But as other options grow in volume, market research agencies simply have to ask themselves: what does the term full service agency really mean in todays context?
- 2. Page 2 About Research Rockstar Research Rockstar delivers training and staffing services to busy professionals seeking Market Research excellence. Our 25+ training classes are offered in both online and on-site formats. Our staffing services place qualified market research experts, covering temporary needs due to project fluctuations, maternity leaves or other staffing disruptions. For more information, and more market research articles, please visit www.researchrockstar.com Original publication date: 5/1/2012