GreenBook® Research Industry Trends Report

Spring 2011How Companies Currently Position ThemselvesData collection/field/tab organizations currentlyposition themselves primarily on the basis ofexperience (71%), competence (68%), and superiorclient support (65%). Conversely, respondentswere least likely to position themselves solely onthe basis of aggressive or low pricing (just 14%). Ofthese organizations, about 1/4 indicate that theyanticipate making a change to their positioning,with the majority of these mentions aroundbecoming a “provider of innovative or proprietaryservices” (34%), strategic services and/or consulting(31%), and more distantly “expert/leader in one ormore specific areas” (13%).What attributes does your company currently use in positioning itself in front of prospective clients?SupplierTotalFull-ServiceCATI/OnlineProviderDataCollection/FieldServiceBase - Data collection, field, and tab organizations: (536) (276) (174) (38) (48)% % % % %Experienced staff, good track record 71% 74% 62% 68% 85%Outstanding competence and reliability 68% 66% 70% 84% 69%Outstanding client service/support 65% 64% 64% 74% 65%Full-service research provider 54% 79% 37% 16% 8%Expert/leader in one or more specific methodologies 53% 54% 48% 66% 60%Expert/leader in serving specific industries/markets 49% 53% 48% 37% 35%Strategic services and/or consulting 49% 49% 63% 32% 17%Provider of innovative or proprietary approaches/tools/methods 39% 48% 26% 37% 35%Aggressive (low) pricing 14% 11% 15% 18% 23%Is your company thinking about or planning to change its current positioning? In what direction?SupplierTotalConsultantFull-ServiceConsultantCATI/OnlineProviderDataCollection/FieldServiceData collection/field/tab organization: (536) (276) (174) (38) (48)% % % % %Yes, planning change 26% 30% 17% 32% 27%Base (Planning Change): (137) (82) (30) (12) (13)% % % % %Provider of innovative or proprietary services 34% 35% 37% 33% 15%Strategic services and/or consulting 31% 33% 30% 33% 23%Expert/leader in one or more specific areas 13% 10% 23% 0 23%Full-service research provider 9% 5% 7% 25% 23%Expert/leader in serving specific 6% 7% - - 15%Outstanding client service/support 4% 6% - - -Experienced staff, good track record 1% 1% - - -Outstanding competence and reliability 1% - 3% 8% -Aggressive (low) pricing 1% 2% - - -www.greenbook.org31