I’m thrilled to announce that the 15th edition of the GreenBook Research Industry Trends Report is here! Using data collected in Q3 2014 and examining the time period of Q1-Q2 of 2014, this is the most current snapshot of the trends in the industry available, and it’s chock full of great information to help both clients and suppliers help chart their course as we head into 2015.
This is also our largest report yet: it’s nearly 80 pages of incisive analysis and thoughtful commentary on the state of the industry and where we are heading in the future.
In the last report we determined that 2013 was the year that the wave of predicted change finally came to shore. Therefore, it’s no surprise that the main theme emerging in 2014 is adaptation to change. Rather than being swamped by the new, our industry is absorbing the change and finding out what works (and what doesn’t) in an ever-expanding toolbox.
However, it’s not just tools that are changing; client needs and expectations, required skill sets, and even the view of what market research is are also undergoing a shift.
Download the report and access the interactive dashboard to do your own analysis and dig deeper into the data here:
In this edition, GRIT continues to track trends that it has historically focused on, including the adoption of emerging technologies and methods. GRIT studies drivers of supplier selection, changing ways in how we collect data, and the characteristics of the researcher of the future. For the first time, we include a “Hacking MR” section to identify problems and solutions proposed by our respondents. We also include a special section on the client views of the impact of research based on a separate but connected study we conducted with InSites Consulting.
We also continue with a series of thought-provoking commentaries written by GRIT supporters. These expert opinions provide additional depth and richer context for the report.
There are some surprises here, and some things that should be no surprise, although overall a clear vision of the future has emerged that will have profound implications for all aspects of the industry over the next few years. This isn’t navel gazing: it’s vital; strategic intelligence to inform business decisions.
As always, we think you’ll find the report informative, provocative, and useful.
Lastly, a big thank you to our partners and supporters: without them GRIT could not happen and each played a vital role in bringing this report to life.