End clients in much greater numbers will realize the benefits of having their own online panels and communities. There will be a clearer recognition that having a continuous dialogue with their customers (and potential customers) has greater value than the occasional ad-hoc survey. In some cases, end clients are literally sitting on databases containing their customers’ email addresses and doing nothing with them. Large companies will start to see the opportunity to engage their employees on key brand and business issues. All employees do not work on the same brands or even the same categories, so they are not much different from the average consumer. In many ways, they are even more interested and engaged in the research process; they know the value of research and are interested in helping it succeed because it ultimately benefits them. End clients will continue to procure from full service MR agencies, but will become more experienced with the process and the cost elements from participating in more DIY activities and interacting with smaller agencies. Technology will put more DIY tools at their disposal, but cause end clients to expect their agencies to provide even greater transparency and value.
To gain access to the entire set of 2011 predictions (16 pages covering the opinions of close to 100 leading market researchers across the world), contact the publisher Bob Lederer at www.rflonline.com
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