Technology Ran Over Our DogmaTechnology is fundamentally changing how, when, where and with whom we do research. Thesechan...
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Technology Ran Over Our Dogma

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Technology is fundamentally changing how, when, where and with whom we do research. These changes fundamentally challenge the market research industry’s tired dogma of research being “great, cheap and fast—pick any two.” And this, in turn, challenges current market research agencies, suppliers and client-side market research departments.

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Transcript of "Technology Ran Over Our Dogma"

  1. 1. Technology Ran Over Our DogmaTechnology is fundamentally changing how, when, where and with whom we do research. Thesechanges fundamentally challenge the market research industry’s tired dogma of research being“great, cheap and fast—pick any two.” And this, in turn, challenges current market researchagencies, suppliers and client-side market research departments.Why can’t research be great, cheap, and fast? Low-cost tools now have high-end functions. Newsample sources reduce the cost per complete and in some cases give access to more qualifiedparticipants. I’m not saying all research can or should be great, cheap and fast. Sometimes it’sfine for a research project to be “quick and dirty.” In some cases, fast is simply not an optiongiven the quality of analysis and deliverable needed (though “fast” is relative and is faster than itused to be). However, clinging to old dogma is, well, getting old.My biggest concern with all of this is that market research may miss the boat. If we don’t getover our dated assumptions and embrace radical change, here is what will happen: • Non-market research departments will have ownership of new data sources and develop their own analytic approaches. • New breeds of consulting firms that offer new fee models, technology, and delivery mechanisms will squeeze market research agencies out.In other words, if we don’t challenge old assumptions about great, cheap and fast, someone elsewill.Author Bio:For more expert tips on market research subscribe to Research Rockstars free newsletterat http://www.researchrockstar.com.Free Membership Pass: Get unlimited access to Research Rockstars mini-courses, newsletters, e-books, and RFP templates: http://www.researchrockstar.com/amember/signup.php.Have a market research question? Kathryn Korostoff is president of Research Rockstar, acompany that delivers online and in-person training to busy professionals seeking marketresearch excellence. Kathryn is a market research professional with a special interest in howorganizations acquire, manage, and apply market research. Over the past 20 years, she haspersonally directed more than 600 primary market research projects and published over 100bylined articles in trade magazines. http://twitter.com/ResearchRocks

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