Will In-Sourcing Kill Full Service Research Firms? Some Notes From CASRO:
I just returned from presenting at CASRO. The topic was "Will In-sourcing Kill Full Service Market Research Firms." It was a review of the major economically driven trends around quantitative and qualitative research and why many of the online tool vendors for market research have had good years, while many full service research firms have not.
I was a bit jumpy about presenting to the CASRO audience, since it is almost all market research vendors, and I knew that some (who supply the enablers of in-sourcing) would like my presentation, and others (who are exclusively full service) would be less happy. As it turns out, the audience was gratifyingly enthusiastic. Everyone recognized that the self-service trend was indeed making some permanent changes in the research marketplace, but that full service would continue to exist in a slower growth form. Those who were on the full service side of the house were quite interested in discussing how to harness these trends to their advantage.
So, what to folks think? Will the prevalence of online survey tools and MROCs (Market Research Online Communities) create a radical realignment of how companies spend their research dollars, or will it all end up being a tempest in a teapot? How should full service firms engage this trend? How should buyers of research evaluate whether to in-source more of their research?