GreenBook® Research Industry Trends Report

Please indicate the extent to which you agree or disagree with the following statements, based on yourpersonal/professional perspective. (Top Three Boxes on 7-Point Agreement Scale)TotalUnder6 Years6+YearsGapResearchBuyers/ClientsResearchProviders/SuppliersGapBase: (673) (73) (600) + / - (131) (542) + / -% % % % %Clients today are less able to tell the differencebetween high quality and mediocre research+I believe that quality of work is becoming lessimportant than speed of deliverablesClients now demand such short timelines that wecannot deliver the quality we want toClients prefer short-term insights to deepunderstanding of consumer markets‘Classic’ market research training is becoming lessrelevant to the practice of market researchClients see traditional primary research as anold-fashioned luxuryIf they have to choose, clients prefer quality overspeedClients would rather have us observe consumerbehavior than ask questions about it66% 64% 67% -3% 63% 67% -4%57% 49% 58% -9% 53% 58% -5%56% 58% 56% +2% 56% 56% -55% 47% 56% -9% 48% 57% -9%45% 47% 45% +2% 45% 45% -44% 32% 46% -14% 38% 46% -8%33% 27% 34% -7% 35% 32% +3%29% 30% 29% +1% 31% 28% +3%How do you see the future of these issues over the coming year or so? Do you believe they will becomemore important, less important, or stay the same?TotalSampleMore Same Less GapClients prefer short-term insights to deepunderstanding of consumer marketsI believe that quality of work is becoming lessimportant than speed of deliverablesClients now demand such short timelines that wecannot deliver the quality we want to‘Classic’ market research training is becoming lessrelevant to the practice of market researchIf they have to choose, clients prefer quality overspeedClients see traditional primary research as an oldfashionedluxuryClients today are less able to tell the differencebetween high quality and mediocre researchClients would rather have us observe consumerbehavior than ask questions about it55% 53% 41% 5% +48%57% 52% 44% 4% +48%56% 46% 48% 6% +40%45% 42% 54% 5% +37%33% 43% 48% 9% +34%44% 35% 52% 13% +22%66% 37% 47% 16% +21%29% 29% 42% 30% -1%10 GreenBook Research Industry Trends