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Back in 2010 ,I caused a minor stir in the research world by predicting (at the MRS Conference in London) that surveys would have disappeared in 20 years (i.e. by 2030). This prediction was put into wider circulation when I clarified my prediction in a blog. The key point being that I was predicting the end of the commercial, long survey, and it being replaced with social media listening, online communities, new ways of researching, the use of open-ended questions, and the use of stored information to remove the need to keep asking questions. In 2014 I updated my prediction and showed some numbers from the ESOMAR Global Market Research Report. The table below shows the figures from ESOMAR for 2007, 2010 and 2013, and my projections for 2016 and 2019. Note the figures show the spend on research, not the volume. (Click on the tables to enlarge them.) So, how did my predictions stand up? The table below shows the ESOMAR figures for 2016, below my estimates. Note, I have added a new column which combines Other Quant (e.g. traffic and audience data) with Other (e.g. big analytics). In the future I will focus on Surveys, Qual, and a single […]
In this post I am sharing the summary and two key charts. The eight-page version of the results can be downloaded. Summary The top four things that I want to share about the use of statistics and statistical tools are: Most statistical tests/approaches are not widely used. Only Correlation, Regression, z- or t-tests, and Cluster Analysis have been used by more than 50% of the participants in this research, during the first half of 2017 – and this sample probably over-represents people using statistics, and under-represents those using statistics less often. SPSS is the dominant software package amongst people using statistical packages. Given SPSS is approaching 50 years old, that may not be the sign of a dynamic industry? But, there are many people using tools such as Q, Sawtooth Software, SAS – and beyond them programs such as Latent Gold, Tableau, and XLSTAT. One of the growth areas is the use of tools is the use of integrated data collection / analysis solutions, for example Confirmit, Askia, Vision Critical, Qualtrics. The use of these tools requires the researcher to make fewer decisions. For example, survey monitoring flows into the analysis without any extra steps, the packages have a default […]