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How has the Internet changed research? How will it change it in the future?

How has the Internet changed research? How will it change it in the future?. Ray Poynter, Virtual Surveys. Just another channel. Marshall McLuhan said “ the medium is the message ” But in the mid-90s we said: The Internet is just another data collection channel

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How has the Internet changed research? How will it change it in the future?

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  1. How has the Internetchanged research?How will it change itin the future? Ray Poynter, Virtual Surveys

  2. Just another channel • Marshall McLuhan said “the medium is the message” • But in the mid-90s we said: • The Internet is just another data collection channel • The Internet is faster, but not different • The Internet will not change the questions • The Internet will not change the methods • The Internet will not change the answers • The Internet will not change the research we do

  3. The Context in 2006 • Globally 20% of research conducted online* • Estimated value US$3 billion • All economically developed markets have panels • Share continues to grow, it will be the dominant medium • Panel members do many surveys** • 75% want to do one a week or more • 5% in UK members of 10+ panels Sources: * Cambiar, March 2006 ** Virtual Surveys, April 2006

  4. The business environment • Mergers and Acquisitions • Increasing share for largest agencies • Top 4 groups = 58%, top 12 = 90% * • Panel companies merging and emerging • Online accompanied by outsourcing • CATI and F2F traditionally done by internal field force • Trend in online is towards third-party panels, third-party software, and increasingly third-party scripting/tabulating * Inside Research, 2005 figures

  5. Faster - Cheaper • Time scales are getting shorter • Fieldwork in days • Online reporting • Less analysis time • Costs are falling • Main driver panel costs falling • New entrants rushing to catch up • Commodity research is getting much cheaper

  6. Sampling Paradigm Change • Before the Internet • Assumed people only rarely completed surveys, were selected by the research process, assumed to fit random sampling • Internet • People doing 50+ surveys a year, choosing to be members of panels, can’t be assumed to be a random sample • Does it matter?

  7. Speed and Cost • Turnarounds faster, thinking time down • More reporting of the low hanging fruit • Research prices falling • Less scope for experimenting, less for risk • Does it matter?

  8. Panels & Outsourcing • Most online research conducted via third-party panels • Who are busy merging and combining • Systems, software, scripting, & tabulating increasingly outsourced • Does it matter?

  9. Lower Barriers to Entry • Anybody can use a panel company • Small agencies, clients, non-researchers • Data collection systems can be very cheap • And can include tables etc. • Quant research can be conducted from anywhere • Small companies and non-researchers are perfectly viable (economically) • Does it matter?

  10. Web 2.0 • The participatory web Web 1.0Web 2.0 Encyclopaedia Britannica Wikipedia News & Editorials Blogs Downloadable Movies YouTube Photo Albums Flickr Newspapers & TV User Generated Media Amazon Price and review sites WalMart eBay Online chat MySpace

  11. Research 2.0 Web 1.0Web 2.0 We select when to do surveys ? We select the respondents ? We pick the questions ? We pick the answers ? We keep the process secret ? We keep the results secret ? We treat customers as lab rats ? How is research changing to respond to Web 2.0 and to create Research 2.0?What are the opportunities and threats?

  12. Closing Thoughts Shall we blog it?

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