GreenBook® Research Industry Trends Report

Respondents feel that all of these systemic issueswill become even more important in the nearfuture, especially the quality and representativenature of online panel quality, and most notably,that market research must adapt “quickly and wellto changes in the consumer environment, such associal media and mobile data collection”.How do you feel about the following systemic and economic issues? (Top Three Boxes on 7-PointAgreement Scale)TotalUnder6 Years6+YearsGapResearchBuyers/ClientsResearchProviders/SuppliersGapBase: (673) (73) (600) + / - (131) (542) + / -% % % % % %I believe that the quality of online panel sample isworse than most clients believeI am concerned about the non-representative natureof online sampleThe practice of off-shoring research activities (primarilyto S. Asia and E. Europe) in order to save costs willdiminish respect for the market research industry71% 56% 73% -17% 71% 71% -64% 49% 66% -17% 61% 65% -4%60% 51% 62% -11% 62% 60% +2%Market research is becoming a commodity 59% 60% 59% +1% 46% 62% -16%Market research is adapting quickly and well tochanges in the consumer environment, such as socialmedia and mobile data collection44% 49% 43% +6% 37% 45% -8%I believe that traditional qualitative marketresearch is too slow and expensive to meet theneeds of clients32% 41% 30% +11% 34% 31% +3%I believe that traditional quantitative marketresearch is too slow and expensive to meet theneeds of clients31% 30% 31% -1% 36% 30% +6%Market research must adapt “quickly and well to changes in the consumerenvironment, such as social media and mobile data collection”12 GreenBook Research Industry Trends