But survey finds moderate shift to online qual in US, and growing price competition
US-- The number of focus groups held each year continues to grow with global sessions up 3.5% to 537,000 in 2007, according to a survey by FocusVision.
But the global figures mask a slowdown in growth in the US, where there has been a “moderate shift” in spend to other qual methodologies such as online bulletin boards and ethnographic studies.
FocusVision said focus group facilities in the US were also reporting declining average billable amounts due to aggressive price competition and direct involvement from end-client procurement departments.
But still no sign yet of the “shock” predicted by Forrester Research yesterday in its report on how online communities would shake up the qual industry.
Outside of the US, focus group activity was up 4.1%, which FocusVision says is in line with estimates of growth in research spend.
Author: Brian Tarran