Welcome to the 22nd edition of the GreenBook Research Industry Trends Report, using data collected in Q3 & Q4 of 2017.
We continue our efforts to make the GRIT sample globally comprehensive with 1,533 completed interviews and participants from 75 countries. As with previous editions, we consider this GRIT Report to be highly directional providing a meaningful and reliable snapshot of the market research industry. In many cases regional analysis is possible with this sample. In keeping with the GRIT spirit of transparency and collaboration, we are making all data available to everyone for further exploration.
Length of interview continues to be a challenge, as does maintaining consistency for tracking questions due to changes in the industry. We feel the same pain that many clients and suppliers do when trying to reconcile new modes and emerging best practices with pragmatic considerations of data needs. We asked GRIT respondents for ideas on how to improve the experience and the results were telling in their inconclusiveness, reflecting the lack of consensus in the industry around dealing with such challenges.
In this edition, we explore a variety of topics, some new and some that our readers have come to depend on GRIT to cover. These include: adoption of emerging methods, the use of traditional methods, satisfaction levels with suppliers, the perception of challenges & opportunities (and what to do about them), financial outlook and projected spending, how research professionals use their time and what tools they use most to do their jobs, buzz topics such as automation or AI, and the next iteration of our industry benchmark.
The result of all this? A report that dives deeper to explore the key drivers of our industry and offer better guidance as a strategic planning tool. We hope this GRIT Report will help you and your team to understand what is happening, what it means, and what you should do to adapt and thrive.
GRIT is a community effort and our authors, commentary providers, sample partners, advertisers, and most especially research partners make it all possible. Special thanks go out to the organizations who helped
with data collection and analysis, including AYTM, Azure, Cannon Gray LLC, Gen2 Advisors, Ipsos, Knowledgehound, Lightspeed, NewMR, OdinText, OfficeReports, ORC, Research Now, Researchscape International, Stakeholder Advisory Services, and students from the Michigan State University MMR program.
As always, I think you will find the story this report is telling (with your help!) informative, and useful. Enjoy!
LEONARD F. MURPHY
Executive Editor & Producer, GreenBook