Researchers to increase use of online data suppliers

by Alex Donohue, Brand Republic 24-Sep-07, 11:30

LONDON - More than 80% of global market research employees expect to increase their use of online data suppliers in the next 12 months, according to a survey conducted by Greenfield-Ciao.

The Online Research Barometer study, which was carried out by the US-based online survey company, found that 87% of market research professionals said they would increase their use of online data providers and access panels in the next year.

Greenfield-Ciao also found that 81% of North American market researchers found time to be an important factor in using online data companies, with competitive pricing polling 76%.

Meanwhile, 78% of European marketers said time was a decisive factor in choosing online data companies, with 75% opting for competitive pricing. In addition, 62% of North American companies valued access to complex target sample groups, while European market researchers had a "particular interest" for accessing international respondents.

European survey respondents also predicted a slide in usage for traditional research methodology, with 30% saying they would use telephones less in the future, and 27% foreseeing a decline for face-to-face interviewing.

Keith Price, executive vice-president of North American sales and marketing at Greenfield-Ciao, said: "Despite a maturing market, with more than 80% 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."

The study, which was carried out in August this year, questioned 289 market researchers across international markets.