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The GreenBook Research Industry Trends Report For Spring 2011 Is Now Available!

GreenBook Research Industry Trends

I am very pleased to announce the release of the Spring 2011 edition of the GreenBook Research Industry Trends Report (GRIT)!

After 8 years, GRIT is the leading and most comprehensive survey of our industry, and we believe that taking our own pulse has never been more important.

We promised the industry colorful and comprehensive insights into how research buyers and providers are adapting to the current economy, to emerging technologies, and to the winds of change many feel are buffeting our profession and industry.

We think the market research industry will find that we fulfilled our promise. Regardless of your role in the industry – client-side, supplier-side, academic – we think you’ll find the results of this groundbreaking study vitally important and intensely interesting!

Sponsors of the Report include Market Research Global Alliance, Next Gen Market Research, Infosurv, iCharts, Interviewing Service of America, Surveys & Forecasts, LLC, StrategyOne, OnePoint Mobile Surveys, Anderson Analytics, the FTO, Brand3Sixty, and LMC Group. These wonderful partners have been invaluable major contributors in myriad ways and this initiative would be far poorer without them!

The report can be accessed at

You can view a digital magazine version or download a PDF of either the Executive Summary or the Full Report via that link. You can also register to be a respondent in the next wave of the study and to receive updates as they become available.

The report shows a market research industry undergoing systemic and tactical change at a pace expected to accelerate. Whether that change is welcomed as opportunity or resisted as a threat depends to a large extent on age. Younger researchers with less experience in “the old ways” are confident they can adapt, while older researchers (with some highly notable exceptions) see their professional world and some of their professional standards cast aside as irrelevant or even damaging.

Some of the highlight findings contained in the report include:

  • The major structural and systemic changes being faced by those in the marketing research industry.
  • Despite a backdrop of professional pessimism, anticipated levels of future research spending are actually favorable.
  • The Top 50 Market Research Firms Perceived to be Innovative.
  • Gaps between Suppliers and Buyers, tenure in the industry, age of respondents and geographic location exist when it comes to emerging technology adoption.
  • Social media, mobile, MROCs and text analytics are the newer techniques most likely to be used in the foreseeable future.
  • Utilizing the latest and most advanced technology is certainly important to both clients and suppliers, but the business relationship itself – personal service, responsiveness, and attentiveness – rises to the very top of the list of decision-making criteria.

For this iteration we continue to track all the trends in the industry that we have traditionally focused on, but we have made a strategic decision to turn our sights to the future.

Our goal with this edition is to offer insights into innovation in the market research industry, into the pace of new technology adoption, into what companies are leading the industry forward, and into what the industry may be like in the future. We think we met and exceed these goals with the help of our sponsoring partners and most importantly, participants in the study.

Now in its 9th year, GRIT will feature two editions in 2011. The Spring 2011 edition focuses on research technology and innovation. The next edition, due to field in June, will explore ongoing trend trackers, social media adoption in the industry, future predictions, and the role of influencers in market research.

In years past, thousands of global industry professionals have downloaded this report, and findings have been cited at industry events, in numerous industry journals and in academic publications. This year the results will be part of the keynote address at the IIR Technology Driven Market Research event in May and will be reported on in several webinars and leading blogs.

We welcome any feedback if you have it to give, but mostly we hope that you find value in the effort and that the insights offered in the report are pertinent and actionable to you.

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