Equation Research publishes 2007 "Market Research Trends" report
Equation Research, a market research firm that provides comprehensive surveys and custom reports for advertising agencies, consumer and business-to-business brands, market research firms and publishers, has surveyed marketing professionals from both brands and agencies on the subject of the state of the industry. The resulting report, "2007 Market Research Trends," reveals the changing landscape of advertising in the U.S. and highlights the similarities and differences between agencies and brands.
Estes Park, Colo. (PRWEB) June 14, 2007 -- Equation Research, a market research firm that provides comprehensive surveys and custom reports for advertising agencies, consumer and business-to-business brands, market research firms and publishers, has surveyed marketing professionals from both brands and agencies on the subject of the state of the industry. The resulting report, "2007 Market Research Trends," reveals the changing landscape of advertising in the U.S. and highlights the similarities and differences between agencies and brands.
Although brands and agencies both believe in the increasing importance of metrics and research to support marketing decisions, brands are more adamant about this and their distrust in an agency model that relies on media buys and buzz. Brands demand a broad range of integrated services and a higher level of accountability in terms of process, metrics and ROI. Both brands and agencies believe that market research is a powerful tool that can be used to close new business, pre-test the effectiveness of innovative marketing strategies and measure the effectiveness of marketing campaigns.
More than half of respondents feel that concepts like branding and visibility are subjective and are searching for more meaningful ways to quantify the benefit of marketing budgets. Other key findings in this report include:
| | - Companies are shifting their preferences and budgets away from traditional advertising and toward marketing programs integrated across multiple media outlets.
- Online surveys are currently the market research tool of choice for both agencies and brands; 80 percent of respondents utilize online surveys with relative frequency, and 41 percent indicate they utilize online surveys often.
- While both agencies and brands feel that clients are more likely to drive demand, brands' view that clients drive demand is more pronounced.
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To read more about the demand for market research and the disparity of beliefs in 2007, download "2007 Market Research Trends" now.
"We're seeing this trend toward metrics and market research as we interact with clients, this report provides a clear statement from both brands and agencies on what matters to them," said Mike Travis, CEO and president of Equation Research. "The dramatic changes demanded by clients to the current agency model are going to have repercussions throughout the marketing and advertising industries, and this report basically lays out why and how it will happen."
About Equation Research
Launched in 2000 by experienced market research professionals and expert programmers, Equation Research has one of the most innovative online survey platforms in the market and an extensive list of Fortune 1000 clients. By utilizing innovative web survey technology and the experience of proven research strategies, Equation provides full service research services across a wide range of project types. For more about Equation Research, visit their website at www.equationresearch.com or email directly at info @ equationresearch.com.
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