Market Research Services Industry Trends

Increased Productivity

Revenue per employee has grown 30 percent in the past 10 years at market research firms. Increased use of automation, such as computer-assisted telephone interviewing (CATI) and online interviewing, have made data collection easier and more efficient. More advanced analytical systems have made statistical analysis and validation more cost-effective.

Value-Added Pricing

As research firms see how their services help clients save money or grow revenues, they're increasingly adding a value-added component to their contract price. The delivered research is often more valuable than just the time spent by the research team. While the value-added can be difficult to determine, companies are moving away from simple cost plus pricing.

Internet Data Collection

The Internet has emerged as a cost-effective way to collect data, especially for technology studies and companies that communicate with customers via email. While phone interviewing remains the primary mode of data collection and has remained stable at about half of project volume, use of the Internet has grown from about 25 to almost 40 percent, according to the Council of American Research Organizations (CASRO). Mail surveys and "mall interviews" have dropped.

Establishing Partnerships

Some marketing research and polling firms have partnered with media companies to publicize their findings. The major TV broadcast companies partner with political polling firms to monitor election trends, especially in anticipation of the presidential elections. Opinion Research Center does the political polling for CNN; Gallup polls for USAToday.