Market Researchers Favor Online Panels

    October 24, 2007

Eighty-two percent of market researchers in North America and 87 percent in Europe say they will use online panels more frequently over the next 12 months, according to the Greenfield Online Ciao Surveys "Online Research Barometer."

The most important reason for using online panels was time, mentioned by 81 percent of North American market researchers and 78 percent of Europeans. Another major reason was competitive pricing cited by 76 percent of North Americans and 75 percent of Europeans.

"Despite a maturing market, with more than 80% of market researchers stating they plan to increase their use of online research, the Barometer highlights the continued growth opportunity for the online survey industry," said Keith Price, Executive Vice President, North American Sales and Marketing.

The study also found that consumer goods was the industry using online research the most in both North America and Europe. In North America consulting, banking, insurance and construction are also important markets. In Europe researchers are more likely to do online studies for the banking, finance, telecommunications or technology industries.

"The Barometer data reveals that in the future, European market researchers expect to use less of other methodologies such as telephone (30%) and face-to-face interviews (27%) in favor of online as a preferred research methodology," said Nicolas Metzke, Managing Director Ciao Surveys. "This bodes well for further conversion from offline to online research in the future."