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Forrester Says Agencies Will Feel Pinch From DIY Survey Software
A boom in corporations choosing do-it-yourself survey software could leave research agencies feeling pinched this year, predicts Forrester Research.
Brad Bortner, an analyst with the IT market research agency says that the increased sophistication and drop in price are making in-house research more appealing for companies. Bortner predicts that at least one-quarter of the Fortune 100 will invest in their own panels this year, where they will engage and learn from their own customers.
“Market researchers are telling Forrester that the use of online panels and sophisticated tool sets are making them reconsider outsourcing the fielding of surveys,” states Bortner in Research Magazine (February 2008 issue).
Vision Critical has already seen this trend developing over the last few years. Since 2000, Vision Critical has developed custom online panels for hundreds of leading brands, such as Bloomingdales, SIRIUS Satellite Radio, Nestle, NBA, Virgin Mobile and TIVO.
To see the Research Magazine article in pdf, click here.
Posted on April 2, 2008
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