“Market research firm releases pet ownership study: Forgets to survey people who own cats.”
Can you imagine? Conducting a study on a topic, and forgetting to include participants who represent a large percent of the market?
It happens all too often. And we cannot blame the DIY researchers. I have met the enemy, as the saying goes, and it is us.
Currently, two well-respected organizations are conducting research on the market research industry. An important effort, to be sure, and one many of us appreciate. Both the Marketing Research Association (MRA) and Greenbook are to be applauded for investing time and budget into these efforts. When the results are released, they will be widely read and quoted—as they are each time they are published.
But why, oh why, are these surveys effectively screening out the industry players who are influencing the most investment, touching the most actual projects, and in general, rapidly becoming the face of market research to the general population?
Defining “Market Research Industry”
Greenbook’s GRIT survey is promoted as, “the leading and most comprehensive survey” of the market research industry. The MRA’s RII is also similarly promoted. But if neither includes the patently important technology sector, is this positioning valid? Do these studies, to be precise, cover trends in the overall industry?
Let’s consider GRIT’s screener:
- Full service research provider (in-house design, field, data collection, tab/analysis, reporting)
- Research consultancy (subcontract fieldwork and/or tab)
- Focus group facility, CATI, or online research provider
- Other data collection/field and tab
- Research group in an academic or other not-for-profit organization
- Enterprise (corporate) research department
- Advertising or PR agency research department
- Secondary research or desk research
- Not involved in providing or purchasing research services in any way
So, no clear option for online survey platform companies? Are panel companies buried in “other data collection” with field and tab? No place for related technology or software companies? Sure, that’s a choice to make. But is it, in 2011, still valid?
The MRA survey follows a similar path. It asks participants if they are, “…an End Client [your company purchases market research for your company’s marketing efforts] or Supplier/Data Collector of Market Research?”
Would a technology company select “Supplier”? To be precise, such firms are not a supplier “of Market Research”. Maybe panel companies would select it. And of course the many data collection service companies would. But would a manager at MarketTools? How about one at soon-to-be-acquired Vovici?
The esteemed Honomichl 50 report, the annual publication many of us use to see revenue growth for top firms as a gauge of industry growth, also excludes the important technology sector. Look over the “Top 50”; does anyone else find it odd that a report on “US-based research spending and employment” does not include technology companies? ConfirmIt, MarketTools, SurveyMonkey, and Vovici are all absent—yet these companies are huge forces with a significant impact on how market research is conducted. Shouldn’t their revenue and employment be part of the picture?
The authors of these studies have defined the industry from the traditional perspective of market research agencies (or “firms”, if you prefer) and buyers. If they change this perspective, it would change their trending ability, since year-to-year comparisons would have to be adjusted. Just as anyone doing trending studies knows, it is very painful to change key components of data collection instruments. Still, sometimes it must be done; is the time now?
Researchers Doing Research on Research
For all of the wailing and shouting that the industry is changing, why is it that many of us still act like it isn’t? Technology companies are fundamentally changing the research process by making it easier, less costly, and in some cases, more effective. Can industry surveys that screen out technology providers really be representative of industry trends?
I look forward to all points of view!