Confident Researchers Back Traditional Methods

UK-based agency RSM has released results from its six-monthly survey of research professionals. Among the findings, the agency notes strong support for the value of, and confidence in the continuing use of, 'traditional' methods of data collection.

Wave sixteen of the survey - which the company stresses provides a snapshot of opinion rather than a representative sample - bases results on 187 UK responses, somewhat lower than the immediately previous waves. Of these 187, the report notes that '98% have used a 'traditional' method in the past 12 months', with such methods used on an average of 93 projects in that period, versus an average of only 18 for 'non-traditional' methods. 78% of respondents agree that 'the quality and rigour of 'traditional' fieldwork is still a benefit in comparison to newer approaches to gathering and analysing data'.

It should be noted that 'online surveys' are included as a traditional method, as opposed to emerging methods and techniques explored in a number of recent waves - but also that strong figures also emerged for focus groups, telephone depths, CATI and other more obviously traditional methods. 'Emerging methods' include MROCs, social media and big data analytics, mobile surveys, behavioural economics, neuromarketing and eye tracking.

Reassuringly, in the light of this ratio, 84% of respondents expect there to be a steady need for 'traditional' fieldwork over the next three or four years. However, respondents stressed their method-agnostic credentials, the report noting that 'There is widespread agreement (87% agree strongly or agree) that 'we shouldn't think too much about 'traditional' or 'new' - there are just a wide range of techniques that can be appropriate for addressing different research objectives' (60% agree strongly). Only 5% disagree.'

The mood among researchers is bullish. In line with strong confidence displayed by UK marketers in yesterday's IPA report, RSM's respondents both reported and forecast growth at the highest levels since the measure was introduced in 2010: growth for the previous 12 months was 9.9% (up from 2.7% in November 2013); while forecast growth for the next 12 months is 10.2% (up from 8.5%). All three of RSM's financial KPIs remain at historically high levels, with ratings for expectations of the economy increasing most. 67% more people expect the general economic condition of the economy to increase than expect it to decrease (previously 59%); and 46% more believe their own business's financial health will improve than believe it will deteriorate.

Among 81 non-UK respondents - around half from the US, Germany or India - reports of growth and financial KPIs were also high - the former slightly higher than the UK and the latter slightly lower.

The home page for the survey is at www.rsmresearch.com/rps .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.