Tom H. C. Anderson - Next Gen Market Research

RIT MG Survey Sneak Peak Reveals Sample Quality and Offshoring still top two concerns for market research industry

NGMR members recently participated in the Research Industry Trends Monitoring Group (RIT MG) Survey. I believe this is quite possibly the largest survey, in terms of number of market research professionals participating, ever. With 887 completes (nearly 2,000 with partials), it surpasses even the NGMR Survey last year with over 855 completes!

Participating Entities Included:

Anderson Analytics
Cambiar
Greenbook
iModerate
MRGA
NGMR
FTO
Peanut Labs
RFL Communications
Rockhopper
StrategyOne
Qualitative Insights

The largest proportion of sample came from NGMR which was responsible for about 44%, with MRGA contributing another 20%, and other RIT MG partner entities contributing the remaining 36%. Geographically, the sample is predominantly US (63%), UK/Ireland (7%), Rest of Western Europe (8%), Canada (6%) with the remaining 16% from ROW.

The main theme this year “Is Respect for MR Industry Increasing or Decreasing”?

MR Industry Concerns Top-Box
(Buyer VS. Supplier)

MR Industry Concerns Top-3-Box
(Buyer VS. Supplier)

I’m looking forward to seeing the full report as I’m sure you are. However as a sneak peak I took a look at the raw data and pulled one question out. The survey this year is in no small part dedicated to our concerns about the MR industry.

The chart above is from one single survey question, a 7 point agreement grid. I’ve plotted top-box for the 16 agreement statements above in a partly interactive iChart (feel free to embed in your blog as well if you like). Perhaps understanding the main concerns as market research professionals see them will help NGMR members who will be competing in the NGMR Meme Contest pick the most relevant topic areas for their Memes?

Clearly, among both suppliers and clients, the top two concerns among market researchers, in regard to whether respect for our industry is increasing or decreasing, are online sample quality and offshoring market research to developing countries.

Of relatively less concern, at the bottom of the chart, is the fear traditional research methods are no longer needed.

What do you think, is it what you would have expected?

Stop on back for the full report, RIT MG should be releasing it soon.

@TomHCAnderson

[Note: You can re-embed this interactive iChart on any website or blog. Simply click on "embed" at the bottom of the iChart, copy the embed code, and paste it into your site, just as you would embed a YouTube video.]