GreenBook® Research Industry Trends Report

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