GreenBook® Research Industry Trends Report

Of these qualitative methods, which have you used (or will you use) MOST OFTEN this year?Experience LevelBuyer/Client orSupplier/ProviderTotal < 6 Years 6+ Years Gap Client Supplier GapUses/provides qualitative research: (524) (56) (468) + / - (123) (401) + / -% % % % %Traditional (In Person) Focus Groups 54% 48% 55% -7% 46% 57% -11%Traditional (In Person) IDIs 12% 7% 12% -5% 12% 11% +1%Telephone IDIs 9% 11% 9% +2% 9% 9% -Bulletin Board Studies 4% 0 4% -4% 5% 4% +1%Ethnography 3% 4% 3% +1% 7% 2% +5%In-store/shopping observations 3% 4% 3% +1% 2% 3% -1%Chat (text) based Online Focus Groups 2% 4% 1% +3% 2% 2% -Online Focus Groups with webcams 2% 2% 2% - 2% 2% -Telephone Focus Groups 2% 4% 1% +3% 2% 1% +1%MROCs (Online communities) 2% 5% 2% +3% 3% 2% +1%Interviews/Groups Using Online Communities 1% 2% 1% +1% 2% - +2%Monitoring Blogs 1% 2% 1% +1% 2% 1% +1%Mobile (diaries, image collection, etc…) 1% 4% - +4% 1% 1% -Online IDIs with webcams 1% 2% 1% +1% - 1% -1%Chat (text-based) Online IDIs 1% - 1% -1% 1% 1% -Other 2% 4% 2% +2% 3% 2% +1%18 GreenBook Research Industry Trends