GreenBookÂ® Research Industry Trends Report

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CompaniesPerceived to be Innovative: The Top 50One of the areas of exploration in this iterationof the study was innovation in market research.We looked at technology adoption and attitudestowards methodologies; and we also askedrespondents which market research firms firstcome to mind when they think of innovativemarket research companies.Our initial goal was to develop a rank order listof the most innovative firms: a type of Honomichllisting but focused on innovation rather thanrevenue. Upon analysis we realized that wedidn’t have a list of the “MostCompanies that are Innovative Companies”; ratherbeing perceived we have a ranking of whichas innovative in their companies do the best job asmarketing effortsbeing perceived as innovative viatheir marketing efforts. In orderto truly rank companies by their innovation effortsanother series of scoring dimensions will need tobe added to the 2011 edition of the GRIT study andwe are considering that option now.In total, over 170 companies were mentioned,although many of those were only reportedonce. We decided to only focus on firmsmentioned at least 4 times, which left us with alist of 50 companies that are making a positiveimpression among their peers regarding theirinnovation positioning.The table on this page lists all 50 firms. We haveincluded a breakout of mentions by respondentsegment in addition to the total and their absoluterank in comparison to all others.For purpose of analysis, we looked at only thosecompanies who received more than 15 mentions asthe “Top 10”; those firms are highlighted below andadditional analysis was based only in that subset.TotalMentionsBrainjuicer 60 1stAbsolute RankTNS Global 32 Tied for 2ndVision Critical 32 Tied for 2ndSynovate 31 3rdIpsos 25 Tied for 4thNielsen 25 Tied for 4thAnderson Analytics 21 5thItracks 18 6thGFK 17 7thPeanut Labs 16 8th20/20 15 Tied for 9thCommunispace 15 Tied for 9thMillward Brown 14 10thiModerate 13 11thMaritz 11 Tied for 12thOTX 11 Tied for 12thQualVu 11 Tied for 12thInfoSurv 10 Tied for 13thRevelation Global 10 Tied for 13thToluna 10 Tied for 13thAffinova 9 14thGongos Research 8 Tied for 15thKnowledge Networks 8 Tied for 15thNeurofocus 8 Tied for 15th20 GreenBook Research Industry Trends
Spring 2011TotalMentionsAbsolute RankResearch Now 8 Tied for 15thVovici 8 Tied for 15thBurke Inc. 7 Tied for 16thMarketTools 7 Tied for 16thE Rewards 6 Tied for 17thEmsense 6 Tied for 17thForrester 6 Tied for 17thGallup 6 Tied for 17thHall and Partners 6 Tied for 17thOne Point 6 Tied for 17thInsight Express 5 Tied for 18thInsites Consulting 5 Tied for 18thNunwood 5 Tied for 18thBased on absolute rank the 50 firms listed could becondensed to 19 positions, with significant overlapand ties for many of the positions, indicatingthat many firms have an opportunity for furthercommunication as to why they are more innovativethan their competitors .These firms are doing the best job in brandingthemselves as innovative research companiesglobally. What was surprising was the high numberof Honomichl 10 companies here; of course manyof these companies are doing innovative work,but an area for further questioning could be howmany made the list simply because respondentsassociate larger brands with innovation as a defaultassumption vs. actually knowing how these firmsare really driving innovation? We’re not suggestingthat these companies are not truly innovative. Sincethis is a list based on perception, however, one hasto wonder how much of their position is an artifactof respondent expectations rather than actualknowledge.StrategyOne 5 Tied for 18thTruth 5 Tied for 18thAllegiance 4 Tied for 19thBuzzback 4 Tied for 19thCopernicus 4 Tied for 19thInsights Now 4 Tied for 19thKidsEyez 4 Tied for 19thLieberman Research 4 Tied for 19thMarket Probe 4 Tied for 19thSands Research 4 Tied for 19thAn area for further questioningcould be how many madethe list simply because respondentsassociate larger brands withinnovation as a default assumptionSPSS 4 Tied for 19thUSamp 4 Tied for 19thwww.greenbook.org21
Page 1: FULL ReportSpring 2011GreenBookRese
Page 5 and 6: Spring 2011IntroductionWelcome to t
Page 7 and 8: Spring 2011US and Global Markets Se
Page 9 and 10: Spring 2011The emergence of newer d
Page 11 and 12: Detailed FindingsRespect & Changing
Page 14 and 15: Respondents feel that all of these
Page 16 and 17: Decision DriversAmong respondents w
Page 18 and 19: Which of these quantitative data co
Page 20 and 21: Of these qualitative methods, which
Page 24 and 25: Because of questions like that, we
Page 26 and 27: Technology AdoptionOnline communiti
Page 28 and 29: What use of these techniques and ap
Page 30 and 31: Infosurv Predictive Markets Exercis
Page 33 and 34: Spring 2011How Companies Currently
Page 35 and 36: Spring 2011Factors Affecting Data C
Page 37 and 38: Spring 2011Perceived Importance & C
Page 39 and 40: Spring 2011How important are the fo
Page 41 and 42: Spring 2011Next StepsWe believe tha
Page 43 and 44: Spring 2011PartnersAbout GreenBook
Page 45 and 46: Spring 2011Interviewing Serviceof A
Page 48 and 49: APPENDIX: Charts & Additional Findi
Page 50 and 51: APPENDIX: Research SpendingSTANDARD
Page 52 and 53: In 2010, have you outsourced a high
Page 54 and 55: APPENDIX: Company CharacteristicsST
Page 56 and 57: STANDARD TRACKING QUESTIONS (CONTIN
Page 58: Presented by The Market Research Ev

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