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News & Market INSIGHTS
After our previous analysis of the effects of inflation on APCs, we received a question about the effects of currency exchange rates. At a time when the dollar’s exchange rate is changing rapidly, what effect might that have for organizations buying services from abroad? Background Each year we survey the list Article Processing Charges (APCs) of more than 30 major and significant publishers. Going back to 2015, the dataset includes more than 20,000 unique titles and 150,000 title per year combinations. We have previously seen how headline prices typically increase each year, but mostly fall in real terms , once inflation is accounted for. After our most recent analysis, we were asked by a US-based institution whether our inflation numbers included currency effects. With the US dollar (USD) having weakened over the last few months, the institution found buying services priced in non-USD currencies to be significantly more expensive by the end of April 2025 compared with the start of the year. We take a snapshot of APCs at the same time each year. To compare like-for-like across our global market, we normalize prices to USD. This practice is commonly used by economists when analyzing global data and happens to be the most commonly used currency in our sample. Many non-US publishers – especially larger ones – offer an option of USD prices alongside their native currencies (and perhaps others). So, we sample USD prices where quoted, which cover on average around 94% of our annual samples of around 15,000 journals. Otherwise, we convert the prices cited in the publisher’s native currency into USD using the average exchange rate the most recent full year available. Effects of changing exchange rates Our analysis of price changes includes the effects of annual changes in exchange rates for the subset of around 6% of non-USD journals in our sample. It also includes any changes made by non-US publishers to their USD prices. However, it does not include the effects of significant and quick changes to exchange rates. Given the volatility in the US dollar over the last few months, we can dig deeper to explore the impact of these changes. And are there winners and losers depending on who’s buying or selling?
Background: Anticipating Change Earlier this year, the Delta Think team began reflecting on what potential decreases in United States federal funding could mean for research and scholarship both nationally and internationally. We knew our industry and clients also shared these uncertainties, so we embarked on an effort to capture market data for a more grounded understanding of trends. With analytics in hand, we could help our community begin to measure the impact of changes in the times to come and make informed decisions and plans. Methods: Transparency and Rigor Delta Think designed a researcher/author survey that explored topics such as potential research and publication output, peer review availability, conference attendance, society support, research concerns and sentiments, and more. Twenty-seven organizations, associations, and societies participated with us across fields in the health sciences, life sciences, physical sciences, engineering & technology, social sciences, and arts & humanities. A unique survey link was distributed to each participating organization who then shared it with their constituents between March 25th and May 4th. This outreach gave us unprecedented and comprehensive access to the scholarly community, enabling immense confidence in the data. The data generated will deliver systematic, quantitative insights from the market, and the accompanying analysis will support evidence-based strategy development and scenario planning within a rapidly evolving funding landscape and policy framework. Results: Initial Demographics Full results and analysis are in process, but we can share an overview of the response counts by segment: We received 13,246 total responses from 138 countries; 60% of responses were from the US. All fields were well represented with Health Sciences and Life Sciences leading the way with more than 50% of responses. Physical Sciences and Engineering & Technology followed with 35% of responses, and those in the Arts & Humanities and Social Sciences saw close to 15%. Career stage also saw a good balance with about 34% identifying as Grad Students/Residents or in their Early Career, 31% in Mid-Career, and 30% Senior. Respondents worked across many different roles including 33% who selected Professor/Faculty/Educator, 12% who selected Healthcare Provider or Physician/Surgeon, and 10% who selected Researcher/Analyst. Conclusions: Stay Tuned and Sign Up Based on the large number of responses, we have a high degree of confidence in the data, and we know it will provide meaningful, evidence-based, and actionable intelligence not only for the 27 participating organizations, but also for the larger scholarly communications industry. Participants will receive the detailed findings, but we will share high-level insights along the way with the wider community. Based on the overwhelming response to this project and the extraordinary and ongoing shifts in US federal policy, we expect to conduct this survey again in the fourth quarter of this year to start to document trends. Current survey partners as well as new societies, associations, and organizations are encouraged to participate, so please contact us at info@deltathink.com for more information or to ensure you are included. This Author/Researcher Survey is a logical and natural extension of our work. Delta Think consultants specialize in uncovering evidence for our clients, discovering what that evidence means for them, and using the knowledge gained to build customer-driven, actionable business and publishing strategies. Through the expert utilization of innovative and creative market research techniques and analysis, we are committed to doing our part in support of the scholarly communication community, putting our ideas into action. We will also be attending the upcoming SSP Annual Meeting, so please reach out to set up a meeting with one of the team to hear more in Baltimore.
“I had a wonderful teacher about animal behavior.” – Jane Goodall Jane Goodall was renowned for her ability to understand chimpanzees in the wild simply by observing their day-to-day behaviors. Her subjects were her teachers. She immersed herself in their natural environment, which allowed her to gather authentic insights into her subjects’ social structures, tool use, communication, and cultural behaviors. This ethnographic style of research has now been adopted by the business world to gain deeper insights into customer needs, workflows, and challenges. What is Contextual Inquiry? Contextual Inquiry, as it’s frequently called in the commercial world, is a user-centered research method. Like Dr. Goodall in the field in Tanzania, Contextual Inquiry involves observing and interviewing users in their natural environments while they perform routine tasks, allowing market researchers to understand user behaviors, goals, motivations, and pain points in real-world contexts. The methodology is guided by four key principles: Context: Observations and interviews occur in the user’s actual environment. Partnership: Researchers collaborate with users to understand their processes. Interpretation: Insights are shared with users during the interview for clarification. Focus: The interaction is steered toward topics relevant to the research scope. Why Contextual Inquiry? Contextual Inquiry illuminates user behavior and workflows and can be used to inform solutions including product development, processes, and policies. 1. Deep Understanding of User Needs By observing users in their natural environment, contextual inquiry uncovers hidden needs, pain points, and behaviors that users may not articulate in surveys or traditional interviews. This identifies solutions that address real user challenges rather than assumed ones. 2. Authentic Data Collection Unlike lab-based studies or self-reported methods, Contextual Inquiry captures authentic behaviors as they occur. This helps reveal workarounds, unconscious habits, and environmental factors that influence user behavior. 3. User-Centered Design and Focus The method places users at the center, ensuring solutions are tailored to their needs and preferences. 4. Reduced Risk and Costs By identifying real-world user behaviors and challenges, Contextual Inquiry increases the likelihood that resulting solutions, products, processes, and policies meet user needs. 5. Informed Strategy Insights from contextual inquiry help prioritize users’ needs and challenges, identify new opportunities, and ensure alignment of product and strategy roadmaps with market demands. 6. Empathy Building Direct observation helps teams develop empathy for users by experiencing and understanding their challenges firsthand. Use Cases and an Idea Delta Think uses a Contextual Inquiry methodology to apply the principles above in several different types of projects: Understanding specialized work processes and designing complex systems or workflows Exploring new product opportunities Redesigning existing products Informing processes and policies One way Delta Think can use Contextual Inquiry to help publishers is around the use of AI by researchers and authors. For example, before developing any guidelines, it is critical that publishers first understand how these tools are being used. Using Contextual Inquiry to observe how researchers and authors are currently using AI allows you to build policies that address specific use cases and provide meaningful guidelines based on actual behaviors. At Delta Think, we know how powerful a tool Contextual Inquiry can be for creating a user-centered culture grounded in decisions based on real-world insights and observations. We specialize in uncovering evidence for our clients, discovering what that evidence means for them, and using the knowledge gained to build customer-driven products, policies, and actionable business and publishing strategies. Ready to start the conversation? Please reach out today to discuss how our market research expertise, including Contextual Inquiry, can help your organization unlock key insights to support development and growth.
