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News Release from: Ciao Surveys/Greenfield Online | Subject: Online research
Edited by the Marketingservicestalk Editorial
Team on 21 September 2007
Online market research set to increase
Market researchers worldwide are expecting their companies' use of online data providers and online access panels to increase in the next year, according to The Online Research Barometer.
The Online Research Barometer is a survey conducted by Greenfield Online-Ciao Surveys, the leading global provider of internet survey solutions Study results indicate that 82 per cent of market researchers surveyed in North America and 87 per cent in Europe are predicting their use of online respondent providers will increase in the next 12 months
This article was originally published on Marketingservicestalk on 13 Sep 2007 at 8.00am (UK)
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This compares with 76 per cent and 85 per cent, respectively, when Greenfield Online-Ciao Surveys completed its last Online Research Barometer in November 2005.
"The good news is that market researchers plan to continue to increase their use of online studies to fulfil their research requirements," stated Albert Angrisani, President and Chief Executive Officer.
"In addition, it is gratifying to see the healthy overall percentage market researchers are devoting to B2B work as Greenfield Online-Ciao Surveys has made it a priority to expand our global B2B product offering to meet the demand we see in the marketplace today.
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"With B2B research commanding 34 per cent and 25 per cent of market research efforts in North America and Europe, respectively, this confirms that our strategy to focus on growing our B2B practice is right on target".
The two most important reasons for conducting market research online remained time, mentioned by 81 per cent of North American market researchers 78 per cent of Europeans, and competitive pricing (76 per cent and 75 per cent).
North Americans were particularly interested in access to complex target sample groups (62 per cent).
Europeans are particularly interested in the ability to access respondents internationally (57 per cent).
However, across North America and Europe, the ability to recruit large sample groups, as well as the ability to use multimedia elements in questionnaires were also cited as important considerations for the use of online research.
"Despite a maturing market, with more than 80 per cent of market researchers stating they plan to increase their use of online research, the Barometer highlights the continued growth opportunity for the online survey industry," stated Keith Price, Executive Vice President, North American Sales and Marketing.
The Greenfield Online-Ciao Surveys Barometer study also revealed differences in online research by industry sector.
As in previous Barometer studies, consumer goods continues to be the industry most using online research worldwide (83 per cent in North America, 71 per cent Europe).
In North America, consulting, banking/finance/insurance, and construction are also important markets.
In Europe, researchers are more likely to be conducting online studies for the banking/finance/insurance, telecommunications, or technology industries.
"The Barometer data reveals that in the future, European market researchers expect to use less of other methodologies such as telephone (30 per cent) and face-to-face interviews (27 per cent) in favour of online as a preferred research methodology," stated Nicolas Metzke, Managing Director Ciao Surveys.
"This bodes well for further conversion from offline to online research in the future".
This survey was conducted by Greenfield Online-Ciao Surveys among 289 marketer researchers globally during the period July 31-August 24, 2007.
The margin of error for a sample this size is approximately +/-5.8 per cent.
Greenfield Online, headquartered in Wilton, CT, supplies the increasingly urgent demand of industry for better understanding of consumers around the world.
Our proprietary innovative technology enables us to collect thousands of consumer opinions quickly and accurately, and to organise them into actionable form.
We do this through our internet survey solutions business in North America and Europe by collecting, organising and selling consumer opinions via survey responses for our clients on a global basis.
Through our Ciao comparison shopping portals we gather unique and valuable user-generated content via product and merchant reviews that help consumers and visitors to our Ciao portals compare prices and make purchasing decisions. Request a free brochure from Ciao Surveys/Greenfield Online ...
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