The 23rd edition of the GreenBook Research Industry Trends Report, using data collected in Q1 & Q2 of 2018 is now available! You can also access all of the data, two awesome infographics (the Executive Summary and our new GRITscape industry map), and the KnowledgeHound portal.
This edition features the “GRIT Top 50” brand rankings of research suppliers and buyers perceived to be most innovative (the closest thing to a brand tracker for the industry), as well as our expanding exploration of automation, issues surrounding sample, research budgets, and changes in the business of insights.
As new topics become pertinent, we roll them into the study. In this report, we investigate both GDPR readiness, and perceptions of blockchain and its potential impact on insights. We also look at how well research projects actually deliver on organizational needs.
For the first time ever, we have developed a map of the industry (a lumascape) based on granular self-categorization of GRIT respondents by their companies’ focus and positioning. We hope to utilize this new segmentation model in the future to better frame the insights industry and understand its dynamics. It’s also a heck of a lot of fun to look at!
Findings in this report are powered by the biggest GRIT sample ever, with 3,930 completed interviews globally! Although we’re still not quite at the “representative” level across many world regions, we are getting close and are very confident about the strength and reliability of the GRIT Report’s directional implications. In keeping with the GRIT spirit of transparency and collaboration, we make the data available to everyone for further analysis.
So, what is the upshot here? The industry remains under intense transformative pressures and GRIT continues in its attempt to understand what’s taking place and formulate the implications for today and tomorrow. We think this report does it rather well and we hope you will agree.
As always, we couldn’t do this alone: our authors, commentary providers, sample partners, advertisers, and most especially research partners make this all possible. Special thanks go out to the organizations who helped with data collection and analysis, including AYTM, Azure, KnowledgeHound, OdinText, and OfficeReports. We acknowledge all authors, analysts, and others involved in making it happen is at the end of the report; check them out.
One final note: Please let us know what you think; what could we do better, and what should we focus on next? The GRIT effort is “by the industry, for the industry” so your input is essential to ensure we meet your needs.
As always, I think you will find the report informative, provocative, and useful. Enjoy!