GreenBook® Research Industry Trends Report

Spring 2011Anticipated Spending & Research MixThe overall industry outlook appears bright, as80%+ of respondents claim that their researchspending will either maintain or increase in2011 – irrespective of experience level or client/supplier side – and over 1/4 indicate that increasedspending is anticipated.Thinking about only your qualitative and quantitative research studies, which of the followingstatements best describes your situation?TotalUnder6 Years6+YearsGapResearchBuyers/ClientsResearchProviders/SuppliersGapUses/provides qualitative &quantitative research:(456) (47) (409) + / - (120) (336) + / -% % % % %Same/Higher (Net) 81% 83% 82% +1% 82% 81% +1%We will probably do a HIGHER proportion ofQUALITATIVE to quantitative in 2010 than we didin 2009. (More qualitative research)28% 26% 29% -3% 28% 28% -We expect to do about the SAME AMOUNT ofqualitative relative to quantitative in 2010 as wedid in 2009.53% 57% 53% +4% 54% 53% +1%We will probably do a LOWER proportion ofQUALITATIVE to quantitative in 2010 than we didin 2009. (More quantitative research)18% 17% 19% -2% 18% 19% -1%80%+ of respondents claim that their researchspending will either maintain or increase in 2011www.greenbook.org13