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Shift Online to Continue, Say Researchers
Researchers worldwide expect another year of increased use of online data providers and access panels, according to the Online Research Barometer conducted by Greenfield Online and Ciao Surveys. The firms also highlight the healthy state of the b2b research market.
In this year's survey, 82% of market researchers surveyed in North America and 87% in Europe are predicting their use of online respondent providers will increase in the next twelve months, up from 76% and 85% respectively, when the last wave was conducted in November 2005.
'The good news is that market researchers plan to continue to increase their use of online studies to fulfil their research requirements' says Greenfield President and CEO Albert Angrisani. 'In addition, it is gratifying to see the healthy overall percentage market researchers are devoting to B2B work as Greenfield Online-Ciao Surveys has made it a priority to expand our global B2B product offering to meet the demand we see in the marketplace today.' Angrisani says B2B research 'commands 34% and 25% of market research efforts in North America and Europe, respectively'.
Time and competitive pricing remain the most important drivers for online methods. In addition, North Americans surveyed were particularly interested in access to complex target sample groups, and Europeans in the ability to access respondents internationally. The use of multi-media elements in questionnaires and the ability to build large samples were also often cited.
Keith Price, Executive Vice President, North American Sales and Marketing, says the results highlight the continued growth opportunity for the online survey industry. 'Despite a maturing market, more than 80% of market researchers state that they plan to increase their use of online research.'
In terms of industry sector, consumer goods continues to be keenest on online research worldwide (83% are using it in North America, 71% in Europe). The banking, finance and insurance sector was also a big user in both regions.
Greenfield Online-Ciao Surveys surveyed 289 researchers worldwide during the period July 31-August 24. Greenfield is headquartered in Wilton, CT and is online at www.Greenfield.com , with European subsidiary Ciao at www.ciao-group.com.
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