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Next Gen Market Research (NGMR) Survey Reveals Client-to-Supplier Disparities in Web 2.0 Analytics, Online Panel Selection and Other Critical Research Industry Topics
Stamford, CT (January 7, 2010) - Client-side market research organizations are significantly more likely to use "Next Generation" analytic techniques than their supplier-side counterparts, according to a report released today by Next Gen Market Research (NGMR), an independent, non-profit professional networking group for market researchers.
Of NGMR members polled, client-side market researchers were significantly more likely than supplier-side market researchers to cite data mining, Web analytics, CRM analytics, social network analysis and blog mining as tools they currently use.
"These NGMR survey results suggest that many market research suppliers are still stuck in 'Research 1.0' mode while their clients push ahead," said NGMR founder Tom H.C. Anderson, Managing Partner of Anderson Analytics, LLC.
This study was conducted among market research suppliers and clients by Next Gen Market Research (NGMR), an independent, non-profit professional networking group for market researchers.
The most widely used advanced analytical techniques among market researchers are Data Mining and Web Analytics
Top three techniques MR professionals are not currently using but would like to use: Blog Mining, Social Network Analysis and Screen/Web Scraping
Among other statistical techniques listed, MR professionals are generally most comfortable discussing Cluster Analysis and least comfortable with Neural Network Analysis
Some Key Findings:
- Client-side market researchers were significantly more likely than suppliers to cite data mining, Web analytics, CRM analytics, social network analysis and blog mining as tools they currently use.
- Clients generally do not seem to care about which online panel/s are used in a study (majorities of both suppliers and clients confirmed this assertion).
- Suppliers are generally more skeptical of "Do-It-Yourself" (DIY) online survey research tools than clients, but the difference in attitudes may not be as pronounced as the industry has been led to believe.
- Supplier selection criteria differ by client size: Larger client companies (10,000 or more employees) are apt to seek suppliers who offer "new and different techniques," while smaller clients are more likely to consider supplier size and tend to value "reputation" and "price" foremost.