Surveying the Future: Thoughts on Market Research in the Digital Age

Online surveys have been a mainstay in market research for the last 20 years—and they’re definitely not going anywhere. According to the 2024 GRIT Insights Practice Report, the use of online surveys has easily reached or exceeded 90% among buyers of market research since 2019¹, with the only decline overlapping COVID. 90% of buyers said they use online surveys regularly². No other quantitative methodology comes close.

At the same time, we live in a world of transformation. The potent combination of technology, intelligence (both human and artificial), and the endless pressure to succeed quickly and cost-efficiently has led to an era of progress without patience. Products are created and adopted at unprecedented speeds. Consider that it took roughly 15 years from the launch of microwave ovens to achieve 50% household penetration. Smartphones got there in 7 years³. The COVID vaccine was developed in just 12 months to widespread adoption.

For some reason, advancements in survey research haven’t grown as quickly. That doesn’t mean that there isn’t an opportunity. After all, surveys are increasingly mobile-first; per buyers, the use of mobile-first surveys has grown from 52% in 2019 to 69% in 2024⁴. But as researchers, are we prepared to display survey content on a small portrait screen instead of a 15” or larger landscape monitor? Are we appropriately capturing and making use of respondent time and attention in an era when TikTok feeds its users content in 34-second increments? Have we considered the impact that AR or VR might have on the survey-taking experience?

Instead of studying the implications of screen size, video, and stimuli, most of the mindpower in this space has been devoted to solving problems. Survey research providers devote hours to data quality, specifically fighting to evict scammers who use bot technology to accumulate valuable incentive dollars and points quickly. It’s understandable—every completed response from a fraudulent participant is another bite at profit margins for research providers. Combine that with the omnipresent pressure on buy-side research budgets, and the tension builds. 

As stretched as we all are, we cannot let the data quality battle derail progress within survey research. Without progress, we will not be able to meet consumers where they are and deliver the kinds of insights brands need to keep up with them. The sun is shining brightly on our industry with survey research remaining so prevalent. As JFK said, the time to fix the roof is when the sun is shining. 

References 

1. 2024 GRIT Insights Practice Report

2. 2024 GRIT Insights Practice Report

3. https://www.asymco.com/2012/04/11/when-will-smartphones-reach-saturation-in-the-us/

4. 2024 GRIT Insights Practice Report