GreenBook® Research Industry Trends Report

Spring 2011Data Collection Choices: QuantitativeAmong respondents who conduct or providequantitative research, the dominant datacollection method is online (i.e., internet) – and isnearly universal among clients/buyers (96%). Ona most-often basis, online further dwarfs all othermethods by more than three-to-one. Those withless experience are more likely to say that they willbe using social media monitoring, mobile surveys,and biometrics in the future. Those with moreexperience express a greater expectation of CATIuse; those on the supplier side expect to conductmore research via CATI, CAPI, and mail – all ofthese being more “traditional” modalities.When considering the quantitative studies you’ve done or plan to do in 2010, whichdata collection methods have you used (or will you use)?Experience LevelBuyer/Client orSupplier/ProviderTotal < 6 Years 6+ Years Gap Client Supplier GapUses/provides quantitative research: (605) (64) (541) + / - (128) (477) + / -% % % % %Internet 89% 89% 89% - 96% 87% +9%CATI (Computer-Assisted Telephone Interviewing) 57% 44% 59% -15% 48% 60% -12%Face-to-face or intercepts 53% 45% 54% -9% 48% 54% -6%Social media monitoring 29% 41% 28% +13% 46% 25% +21%CAPI (Computer-Assisted Personal Interviewing) 28% 22% 29% -7% 20% 30% -10%Mobile surveys (from any wireless device excludinglaptops)23% 31% 22% +9% 22% 23% -1%Text analytics/semiotics 21% 25% 21% +4% 26% 20% +6%Mail 20% 19% 21% -2% 11% 23% -12%Biometrics (neuromonitoring/eye tracking/facialanalysis)9% 16% 8% +8% 12% 8% +4%IVR (Interactive Voice Response) 8% 6% 8% -2% 5% 9% -4%Serious games 2% 2% 2% - 3% 1% +2%Other 6% 8% 6% +2% 7% 6% +1%www.greenbook.org15