Outsourcing Survey March 2012
Table of Contents Section Page Overview Executive Summary Outsourcing Practices Classification Appendix 3 9 11 22 30 2
OVERVIEW
Background The Center for Measurable Marketing within the Marketing Department at the Stern School of Business, New York University wanted to conduct a survey among market research business decision makers to determine and track the trends in MR outsourcing including: Preferred destinations. Services that are outsourced. Estimated volumes. 4
Research Objectives The overall, objective of the research was to determine: Familiarity with outsourcing. Attitudes about outsourcing. Current usage; both domestically and offshore. Attitudes and current usage on outsourcing included determining: Current level of outsourcing as a percent of total research volume. Types of research services currently outsourced (data collection, data tabulation, data compilation, etc.). Satisfaction with outsourcing. Amount of outsourcing that is offshore. Reasons for outsourcing and attitudes toward outsourcing. Future usage of outsourcing. 5
Research Objectives (Cont d) Related to the amount of outsourcing that is offshored there was to be additional learning: Types of services that are being offshored. Geographic locations for offshoring. Reasons for offshoring. Suggestions for increasing amount of offshoring. 6
Research Methodology The data was collected online involving a structured questionnaire designed by The Center for Measurable Marketing with a few openend responses. The study was conducted among North America, Europe and APAC based providers of market research services; only respondents who make and/or influence outsourcing decisions at their company/firm were targeted for the survey. The survey was sent out electronically on March 2, 2011 and responses were not accepted after March 16,2011. 7
Research Methodology and Sample Sample Company Profile of the Sample There were 97 C level respondents from Market Research companies. Each respondent participated in or was solely responsible for outsourcing decisions. 1326 people were invited to take the survey from across the globe. Majority of the companies provide full-service custom research service. They mainly focus on consumer packaged goods and healthcare business verticals. Average number of employees in companies is about 90. Average annual revenue of companies is over $12 million. Most of the respondents have been in the companies for at least 10 years. 8
EXECUTIVE SUMMARY
Executive Summary I Majority of outsourcing decisions are made globally at the head office. Most study respondents are employed in companies headquartered in the US. Most outsourced work is executed domestically, i.e. in the same country from where it originates. US and India are the most frequently cited destinations for outsourcing. A maximum of 24 units out of 100 units is outsourced by most of the companies; majority outsource services are interviewing a combination of online and CATI data collection. The primary reason given for outsourcing is cost-effectiveness. 10
Executive Summary II Key criteria for selecting a new MR vendor relates to pricing; domain expertise and word-of-mouth. India is anticipated to receive more outsourced work in the next year. MR services outsourced to India are mostly data tabulation and survey programming. Those who outsource to India consider cost to be the most important factor, consistent with overall rationale for outsourcing. Major reasons for not outsourcing to India are lack of need to outsource there and problems with communication. 11
OUTSOURCING PRACTICES
Typically less than 24 units outsourced 63% of the respondents said that their companies outsourced up to 24 units out of 100 units. 80% Total (n=97) 60% 63% 40% 20% 0% 23% 5% 6% 3% More than 75 units 50-75 units 25-49 units 24 units or less Don't know Q9 Of the services that your company provides to clients how many units are outsourced? Mean = 25 units 13
Primary locations for outsourced work are US, India, and Western Europe Most outsourcing takes place domestically or in the US, regardless of how many units are placed. 60% 50% 40% 30% 46% 41% Total (n=97) 31% 27% 20% 10% 0% Domestically United States India Western Europe Q8 Where is your outsourced work executed? 14
Data collection is the most frequently outsourced service 100% 90% 80% 95% 70% 60% 50% 40% 55% 58% Total (n=97) 30% 20% 32% 10% 0% Data Collection / Interviewing Data Preparation / Analysis Qualitative Research Reporting Q11 We would like to determine the types of marketing research services that you currently outsource. 15
Outsourcing of data collection, regardless of type, is expected to increase in the coming year Online datacollection (n=27) Content Analysis (n=5) Data Cleaning/Data Preparation (n=13) Survey programming/scripting (n=22) Data Tabulation (n=22) PowerPoint Production (n=8) Translations (n=24) Online Focus Group Recruitment (n=5) Secondary Research (n=7) Telephone In-depth Interviews (n=11) Statistical Analysis / Modeling (n=15) 11% 7% 20% 8% 23% 9% 23% 9% 27% 25% 13% 13% 25% 40% 29% 14% 36% 9% 27% 20% 81% 80% 69% 68% 64% 63% 63% 60% 57% 55% 53% Open end Coding (n=17) Online Dashboards (n=6) Process Improvement Applications (n=2) Face-to-Face Interviews (n=23) Online Focus Group Hosting (n=5) Focus Group Facility (n=21) Report Writing (n=6) Focus Group Moderation (n=16) CATI data collection (n=27) Questionnaire design (n=4) Transcription (n=10) Other 1 (n=1) 12% 35% 17% 33% 50% 26% 26% 20% 40% 14% 52% 33% 33% 25% 44% 37% 33% 53% 50% 50% 48% 40% 33% 33% 31% 30% 50% 25% 25% 40% 40% 20% 100% Q20 Do you anticipate that during the next year that your company will be doing more, the same or less outsourcing of the following services? {Base: Those whose companies would be doing more or less outsourcing the next year as compared to the present year} 16
Mostly outsourcing is used to reduce cost and increase productivity/efficiency There are no differences by number of units outsourced Total (n=97) Reduce costs 55% Increased productivity/efficiency Improved organizational flexibility Increased focus on core business 38% 41% 43% Increase in firm's overall competitiveness Faster turnaround of projects Increase service level provided to clients 31% 30% 33% Better access to qualified personnel 25% Better access to new markets 14% Q16 Which of the following are your main reasons for outsourcing? 0% 20% 40% 60% 17
Pricing is the primary criteria for selecting new vendors After pricing the criteria focus on domain expertise and recommended by peers. Reporting (n=32) Qualitative Research (n=58) Data Prep and Analysis (n=55) Data Collection and Interviewing (n=90) Total (n=97) Pricing 82% Domain expertise (knowledge of the market research industry) 68% Recommended by peers / testimonials 60% Credentials of the leadership team 31% The supplier has an office in the city/region where you have an 16% Recommended by an independent evaluator who can provide 12% Have Certified processes (ISO/Six Sigma certified) 10% Time zones that are supported by the outsourced vendor 8% Size of the supplier company by number of employees 6% 0% 20% 40% 60% 80% 100% Q18 When selecting market research vendors for outsourcing services what are the major criteria for your selection of a new vendor? 18
Qualitative research is less likely to be outsourced to India 100 90 80 70 60 Domestic 50 40 USA 30 20 India 10 0 Data Collection / Interviewing (n=90) Data Prep/Analysis (n=55) Qualitative Research (n=58) Reporting (n=32) Western Europe Q8 Where is your outsourced work executed? 19
India is expected to have 43% more outsourced MR work in the next year Less Same More Domestically (n=45) 2% 78% 20% United States (n=40) 73% 28% Eastern Europe (n=15) 7% 60% 33% Western Europe (n=26) 12% 50% 38% India (n=30) 13% 43% 43% Q19 Do you anticipate that during the next year that your company will be doing more, the same or less outsourcing in the regions you had indicated earlier? {Base: Those whose companies' outsourced work is executed at different destinations} 20
Cost reduction is the most mentioned reason for outsourcing to India 30 of the respondents said that their companies outsource to India and cost is the main reason. 100% 90% 80% 70% 60% 50% 40% Total (n=30) 30% 20% 10% 0% Reduced Cost Productivity Improved Organizational Flexibility Q16 Which of the following are your main reasons for outsourcing? [Among companies outsourcing to India] 21
Of companies that have not outsourced MR services to India, two-thirds state, they would not consider outsourcing to India in the future The reasons given for not outsourcing are either no need for them to do so (24%) or due to language problems (21%). Those who would not consider outsourcing any of their market research services to India (n=42) Yes No No need Communication problem 21% 24% Quality level 14% 37% 63% Cultural differences Satisfied with current one Proximity of location Competitive pricing Time differences None / Nothing 10% 10% 7% 5% 5% 2% Other 21% Q32 Have you considered outsourcing any of your market research services to companies in India? Q33 Why have you not considered outsourcing/offshoring any of your market research services to India? 0% 20% 40% 22
CLASSIFICATION
Services currently provided More than 80% of the respondents indicated that their companies carry out full-service custom research. Total (n=97) Full service custom research 81% Specialized research methodologies for specific research areas 60% Marketing strategy 42% Syndicated research Field and tab services Brand consulting Management consulting Online panels 35% 32% 30% 26% 25% CATI center 18% Other 6% 0% 20% 40% 60% 80% Q42 Please mark all of the services that your company currently provides. 24
Client industries served by MR companies in study 56% focus on consumer packaged goods and 54% concentrate on pharma/healthcare verticals. Consumer Packaged Goods Pharma / Healthcare Total (n=97) 56% 54% Technology Telecom Retail Media 41% 39% 37% 37% Utilities Auto Education Manufacturing Financial 21% 21% 19% 18% 11% 0% 20% 40% 60% Q43 Which are the major business verticals that your company focuses on? 25
Current employees per company About 40% of the respondents said that they have 20-100 employees. 50% Total (n=97) 40% 39% 30% 27% 20% 16% 14% 10% 3% 0% Less than 5 5-20 employees 20-100 employees 100-500 employees Over 500 employees Q44 Can you please indicate the number of employees that your company currently employs full time? Mean = 89 employees 26
Annual Revenue 30% of the respondents belong to companies whose annual revenues are $2-$10 million. 40% Total (n=97) 30% 29% 30% 20% 15% 15% 10% 7% 3% 0% Less than $2 million $2 million to $10 million $10 million to $30 million $30 million to $50 million $50 million plus Prefer not to say Q45 Please indicate which of the following ranges most closely represents the annual revenues for your company in USD? Mean = $12,707,317 27
Number of years with company 70% of the respondents have been with their companies for over ten years. 80% Total (n=97) 70% 60% 40% 20% 10% 18% 0% 2% One to three years Three to five years Five to ten years Over ten years Q46 Could you please indicate which of the following most closely represents the length of time that you have been with this company/firm? Mean = 10 years 28
Want an Executive Summary of the survey 88% of the respondents have expressed their desire to receive an Executive Summary of the results of this survey. Yes No 13% 88% Q47 Do you wish to receive an Executive Summary of the results of this survey? 29
APPENDIX
Geographical area Most participating companies are headquartered in North America 80% Total (n=97) 67% 60% 40% 20% 0% 21% 5% 3% 1% 3% North America Europe Asia Pacific South America Middle East Other Q4 What is the geographical area that the company/firm that you make/participate/influence in the outsourcing decisions for headquartered? 31
Outsourcing Marketing Research Areas All the respondents qualified for the research based on their company s outsourcing of market research services. 70% of the outsourcing decisions are made globally at the head office for the entire company. Total (n=97) Yes 100% No 80% 70% 60% 50% 40% 30% 20% 10% 0% Globally at head office for the entire company/firm By each office Regionally at each regional office Other Q7 Please indicate whether your company outsources any part/process of the marketing research services that you provide to clients. Q17 Are the outsourcing decisions for your firm made globally, regionally, office by office or on some other basis? 32
Decision on outsourcing About 95% of the respondents whose companies make outsourcing decisions globally are the decision-makers. Yes No 100% 80% 6% 27% 10% 33% 60% 40% 94% 73% 90% 67% 20% 0% Globally at the head office for the entire company (n=68) Regionally at each regional office (n=11) By each office (n=21) Other (n=3) Q50 Are you the person making the decision for the outsourcing at the units you have indicated? {Base: Those whose companies' outsourcing decisions are made globally/regionally/by each office/other} 33
Types of MR services outsourced Over 60% of the respondents said that their companies outsourced online data collection and CATI data collection. Total (n=97) Online data collection CATI data collection 62% 61% Translations Focus Group Facility 55% 54% Face-to-Face Interviews Survey programming/ scripting 46% 45% Open end Coding Data Tabulation 33% 37% Focus Group Moderation Telephone In-depth Interviews Data Cleaning / Data Preparation 26% 26% 24% 0% 20% 40% 60% 80% Q11 We would like to determine the types of marketing research services that you currently outsource. 34
Types of MR services outsourced (Cont d) Over 60% of the respondents said that their companies outsourced online data collection and CATI data collection. Transcription Statistical Analysis / Modeling Online Focus Group Hosting Report Writing Online Focus Group Recruitment Secondary Research PowerPoint Production 24% 20% 15% 13% 13% 12% 10% Online Dashboards Questionnaire design Content Analysis 5% 5% 7% Process Improvement Applications Online Focus Group Moderation 2% 2% 0% 20% 40% Q11 We would like to determine the types of marketing research services that you currently outsource. 35
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