Despite the awareness of clients and suppliers of Market Research that passive data measurement is growing as a source of insight, about 2 out of 3 claim they will still not be using it two years from now.
30% of clients and 27% of suppliers identified “consumer-specific data collected passively” as the source of insights data that would be most important in two years. It was roughly even with the same number of respondents who selected “custom surveys in any mode.”
But more interestingly, when asked about their passive measurement today, and how much they foresee doing in the future, almost 70% of the respondents said they’re doing zero today and expect they’ll still be doing none in two years. Roughly 25% say they’re doing no passive measurement today but expect to be doing ‘some’ in two years.
Budget limitations are currently and are expected to remain the leading reason why researchers don’t expect they’ll increase passive data collection; but a variety of other concerns are worth noting: data integration and regulatory concerns were both ranked nearly equally as rationale for not beginning passive data measurement.
The majority of researchers (~60%) will be doing most of their research using mobile devices in two years. The ability to answer specific questions ranks as more important to researchers looking to tell a data story.