A sneak peek at the 2012 Greenbook Research Industry Trends (GRIT) report reveals an anticipation in the rise of mobile surveys this year.
That’s one of the highlights of a fascinating examination of what research firms anticipate and what clients see as the techniques that will drive market research budgets this year. The GRIT report, which will be published in the next few weeks, supports the idea that online communities and social media analytics will become a prominent and “mainstream” research technique, and research firms and clients both concur with that forecast.
Mobile surveys look to be at a tipping point. While actual use of mobile surveys in 2011 were around 20 percent (17 percent as reported by clients, and 24 percent as reported by research firms), expectations are much higher for usage in 2012. Fifty-three percent of clients expect to use mobile survey techniques, and 64 percent of research firms expect to do so.
Mobile survey usage may actually be underreported, according to the GRIT report, with budget that is actually going toward mobile being attributed to Computer Assisted Web Interviewing (CAWI) and Computer Assisted Personal Interviewing (CAPI).
Mobile qualitative looks to undergo a big jump, as part of the shift toward mobile. With actual use somewhere around 13 percent in 2011, that number looks to accelerate upward in 2012. According to the report, 31 percent of clients, and 46 percent of research firms, expect to use mobile qualitative in 2012. 20|20 is at the forefront of this rise in mobile qualitative with the recent introduction of its second mobile qualitative application, QualBoard Mobile. QualBoard Mobile includes both a fully featured bulletin board access capability and an innovative new journaling application.