1. How has the Internet changed research? How will it change it in the future? Ray Poynter, Virtual Surveys

2. Just another channel Marshall McLuhan saidthe medium is the message Marshall McLuhan saidthe medium is the message But in the mid-90s we said: But in the mid-90s we said: The Internet is just another data collection channel The Internet is just another data collection channel The Internet is faster, but not different The Internet is faster, but not different The Internet will not change the questions The Internet will not change the questions The Internet will not change the methods The Internet will not change the methods The Internet will not change the answers The Internet will not change the answers The Internet will not change the research we do The Internet will not change the research we do

3. The Context in 2006 Globally 20% of research conducted online* Globally 20% of research conducted online* Estimated value US$3 billion Estimated value US$3 billion All economically developed markets have panels All economically developed markets have panels Share continues to grow, it will be the dominant medium Share continues to grow, it will be the dominant medium Panel members do many surveys** Panel members do many surveys** 75% want to do one a week or more 75% want to do one a week or more 5% in UK members of 10+ panels 5% in UK members of 10+ panels Sources:* Cambiar, March 2006 ** Virtual Surveys, April 2006

4. The business environment Mergers and Acquisitions Mergers and Acquisitions Increasing share for largest agencies Increasing share for largest agencies Top 4 groups = 58%, top 12 = 90% *Top 4 groups = 58%, top 12 = 90% * Panel companies merging and emerging Panel companies merging and emerging Online accompanied by outsourcing Online accompanied by outsourcing CATI and F2F traditionally done by internal field force CATI and F2F traditionally done by internal field force Trend in online is towards third-party panels, third-party software, and increasingly third- party scripting/tabulating Trend in online is towards third-party panels, third-party software, and increasingly third- party scripting/tabulating * Inside Research, 2005 figures

5. Faster - Cheaper Time scales are getting shorter Time scales are getting shorter Fieldwork in days Fieldwork in days Online reporting Online reporting Less analysis time Less analysis time Costs are falling Costs are falling Main driver panel costs falling Main driver panel costs falling New entrants rushing to catch up New entrants rushing to catch up Commodity research is getting much cheaper Commodity research is getting much cheaper

6. Sampling Paradigm Change Before the Internet Before the Internet Assumed people only rarely completed surveys, were selected by the research process, assumed to fit random sampling Assumed people only rarely completed surveys, were selected by the research process, assumed to fit random sampling Internet Internet People doing 50+ surveys a year, choosing to be members of panels, cant be assumed to be a random sample People doing 50+ surveys a year, choosing to be members of panels, cant be assumed to be a random sample Does it matter? Does it matter?

7. Speed and Cost Turnarounds faster, thinking time down Turnarounds faster, thinking time down More reporting of the low hanging fruit More reporting of the low hanging fruit Research prices falling Research prices falling Less scope for experimenting, less for risk Less scope for experimenting, less for risk Does it matter? Does it matter?

8. Panels & Outsourcing Most online research conducted via third-party panels Most online research conducted via third-party panels Who are busy merging and combining Who are busy merging and combining Systems, software, scripting, & tabulating increasingly outsourced Systems, software, scripting, & tabulating increasingly outsourced Does it matter? Does it matter?

9. Lower Barriers to Entry Anybody can use a panel company Anybody can use a panel company Small agencies, clients, non-researchers Small agencies, clients, non-researchers Data collection systems can be very cheap Data collection systems can be very cheap And can include tables etc. And can include tables etc. Quant research can be conducted from anywhere Quant research can be conducted from anywhere Small companies and non-researchers are perfectly viable (economically) Small companies and non-researchers are perfectly viable (economically) Does it matter? Does it matter?

10. Web 2.0 The participatory web The participatory web Web 1.0Web 2.0 Encyclopaedia BritannicaWikipedia News & EditorialsBlogs Downloadable MoviesYouTube Photo AlbumsFlickr Newspapers & TVUser Generated Media AmazonPrice and review sites WalMarteBay Online chatMySpace

11. Research 2.0 Web 1.0Web 2.0 We select when to do surveys? We select the respondents? We pick the questions? We pick the answers? We keep the process secret? We keep the results secret? We treat customers as lab rats? How is research changing to respond to Web 2.0 and to create Research 2.0? What are the opportunities and threats?

12. Closing Thoughts Shall we blog it?