Posted by Brad Bortner on October 19, 2009
I just returned from presenting at CASRO. The topic was "Will In-sourcing Kill Full Service Market Research Firms." It was a review of the major economically driven trends around quantitative and qualitative research and why many of the online tool vendors for market research have had good years, while many full service research firms have not.
I was a bit jumpy about presenting to the CASRO audience, since it is almost all market research vendors, and I knew that some (who supply the enablers of in-sourcing) would like my presentation, and others (who are exclusively full service) would be less happy. As it turns out, the audience was gratifyingly enthusiastic. Everyone recognized that the self-service trend was indeed making some permanent changes in the research marketplace, but that full service would continue to exist in a slower growth form. Those who were on the full service side of the house were quite interested in discussing how to harness these trends to their advantage.
So, what to folks think? Will the prevalence of online survey tools and MROCs (Market Research Online Communities) create a radical realignment of how companies spend their research dollars, or will it all end up being a tempest in a teapot? How should full service firms engage this trend? How should buyers of research evaluate whether to in-source more of their research?
Search Forrester's Blogs
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Forrester's Forum For Customer Experience Professionals
June 16-17, 2015 — New York »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person »