Suppliers ‘trailing buyers’ on new techniques

US— Research suppliers are not keeping up with buyers over some of the most promising research techniques, according to the latest wave of the Greenbook Research Industry Trends survey.

More clients than agencies report plans to use social media analytics ( 52% versus 39%), online communities ( 52% versus 46%) and data mining ( 41% versus 31%).

The report notes that with suppliers “lagging behind” in their adoption of the sorts of techniques clients plan to use, “this indicates that possibly buyers will be centring their relationships around vendors who can offer these methods, and it is likely that in many cases that means they will be working with non-traditional suppliers”.

However, suppliers are leading buyers on plans to use mobile surveys ( 41% versus 37%), mobile qual ( 28% versus 22%), mobile ethnography ( 24% versus 20%), webcam-based interviews ( 26% versus 22%), virtual environments ( 12% versus 8%) and “serious games” ( 6% versus 1%).

Research providers have also shown themselves to be ahead of their customers in expecting or experiencing growth in research spend ( 58% to 38%) with almost 50% of client respondents saying they expect spending to remain at current levels, compared to just one third of agencies.

The full report can be downloaded here. Results are based on a survey of 1,008 researchers, 43% working on the supplyside of the industry, 23% as academics and 16% as clients. Just over two thirds of respondents came from the US.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

2 Comments

Anon

A quick read of the paper suggests that the headline here is slightly disingenuous, for a few reasons: - 'social media analytics' is a distinctly broad phrase, the kind of catchall that clients can say they want but have no idea what it means in practical terms. - it's not even necessarily a core focus for 'traditional' research companies. Instead it's very popular among media agencies as a tool they offer to their clients. - ...and, let's face it, its actual research value beyond more standard techniques has yet to be proven. The fact that clients say they think they want it doesn't mean that a) it has any value or b) it's the right approach. A more accurate title might be "clients asking for social-buzzword-driven numbers; vendors not yet certain of value"

Like Report

Display name

Email

Join the discussion

Anon

The sample size for this report is small too small-- especially on the client side to make any declarations. When the research industry supports and endorses bad research, the entire industry suffers.

Like Report

Display name

Email

Join the discussion


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts