Market Research in a Recession
April 21st, 2009 by 
Jared Bothwell
Market research has been identified as being key in a recession by a group of ‘experts’ in Singapore. In this article published in The Strait Times it highlights the fact that when cuts are made in business it is often the marketing department that is targeted first.
Caution should be taken with such a strategy as it is understanding the customer which is most important in times where customers maybe becoming a scare commodity. One of the points raised was the move to engaging with customers in a digital environment i.e online surveys and the like.
It seems then that the use of online surveys will only increase during this recession as businesses look to engage and retain their customers.
Posted in Marketing Research | 1 Comment »
April 21st, 2009 at 6:22 pm
This is a double edged sword. This may be entirely dependent on the actual marketing/market research department.
If the research department has been an active participant (proactive vs. reactive) then cutting its budget is not wise, however is the department has simply been carrying out nice-to-have research, then it’s a no brainer.
However, change of topic, online surveys will see an increase simply due to costs – and beware those companies still charging by the head – this is no telephonic research
(slight deviation there)