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February 5, 2014
Here are the lessons I learned in 2013 that shape my view of GRIT data. Perhaps it will be useful as you put your own pieces together.
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And so we come to the end of another phase of one of my great Labors of Love: The GRIT Report. For most of my career in research, GRIT has been an annual (now bi-annual) effort to understand the forces of change impacting our industry. Like all research projects, it’s an effort to fill in the information gaps with data so that key stakeholders can make informed decisions with a higher probability of success. And like all research efforts, the data is just part of the picture: there must be a contextual frame of reference to tie it all together. For most that is their own experience, secondary information sources, and of course the facts on the ground within their business. Although we strive to deliver a comprehensive view of the areas of the MR industry we focus on, by no means is it a comprehensive view of the industry as a whole nor of the reality for many that work in it. We can offer pieces of the puzzle, but the rest is up to the reader.
With that in mind, I’d like to add a final piece of the puzzle for you based on my experience.
I am in a relatively rare position in this industry. I have the luxury of taking a high level view and synthesizing many sources of information into my own contextual frame of reference. There are only a handful of us around lucky enough to make a living, not by being in the business of market research any longer, but by making the market research industry our business. In essence that means that I talk to a lot of people, I read a lot of content related to topics important to MR, and I have the privilege of being asked to help many folks solve their business issues as it relates to the insights space. In most cases those conversations and the help I give are confidential; I simply can’t share details (but Oh boy do I wish I could sometimes!). However what I learn shapes my own context, so when I read GRIT and all the other studies conducted about our industry it’s through the lens of what I know to be true from my own experience.
Here are the lessons I learned in 2013 that shape my view of GRIT data. Perhaps it will be useful as you put your own pieces together.
If you take nothing else away from this edition of GRIT I hope you’ll hold on to this: yes, change is happening and that is a good thing. As long as we stay focused on delivering business impact, value, and innovation MR will be just fine.
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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