The latest Greenbook Research Industry Trends (GRIT) Report finds that while 77% of market researchers want to keep up with the changing times and say they need to transform all or part of their business to remain competitive, they are in fact, falling very short:
- Over 50% of surveys are not mobile optimized
- Only 17% are using microsurveys
Jeff Resnick, a former board member of Council of American Survey Research Organizations (CASRO) and veteran market researcher, predicts that “while there is general recognition of the need to change, many firms have yet to start the journey. The most successful firms will be driven either by excellence of insights or mastery of emerging technologies for the gathering, analysis and/or delivery of information to drive insights.”
So how can medical market research keep up in this more open, digitally connected world? By using the right technology at the right time.
Microsurveys in particular–which allow quick, agile, real time responses–are becoming a common vendor feature set but, as the GRIT report indicates, have slow adoption rates by marketers.
These mobile, device-agnostic software-as-a-service microsurvey platforms allow marketers and market researchers to use easy interfaces to access national and international physician panels that are highly targeted–with raw response data available in real time views.
What usually takes six months to understand, can be answered in a matter of days. This will let you account for your blind spots, bring the power of people to your fingertips within minutes, and enable you to make critical business decisions quickly.
This is the goal of modern-day market research technology solutions.
The GRIT report shows that market researchers are hungry for new alternatives that will meet their demands for high-quality respondents, timely fielding, and staying on or below budget. (For example, of the 79% who use panel providers, only 40% are satisfied with what they’re getting.)
As market research companies devise powerful solutions to deliver on this new marketing promise, market researchers should be poised to embrace this new digital paradigm in healthcare.
InCrowd has developed a market research technology product designed around flexible, intelligent physician sampling and microsurveying. Contact us today to learn more.