Abstract

The rapid growth of online market research is determining significant changes in the business models of organizations and in the relationships between the players that operate in the market research industry. The digital tools that are now available offer automated data entry and greatly simplified data cleaning processes. As such they have made market research increasingly faster and less expensive than traditional surveys based on face-to-face interviews. Their attraction is formidable and it is recognised that they are set to revolutionize the market research sector. However, analysis of the consequences of these changes remains a relatively unexplored topic. This paper intends to contribute to the debate by presenting the results of a survey conducted in 2018 on a collective of 200 professional market research interviewers operating in Italy. The study highlights the need for concern over the recent and growing deterioration in the quality of data collected in the field. It flags up the risk of losing recognised and proven skills and a body of qualified professionals. From a long term perspective the existence of a profession per se, with the know-how that represents, is under threat due to the downsizing of demand for traditional market research in favour of online alternatives.