GreenBook® Research Industry Trends Report

Spring 2011How important are the following qualities to [clients / you]in selecting a QUALITATIVE research provider?Experience LevelBuyer/Client orSupplier/ProviderTotal < 6 Years 6+ Years Gap Client Supplier GapTotal Respondents: (673) (73) (600) + / - (131) (542) + / -% % % % %Listens well and understands client needs 93% 86% 94% -8% 91% 94% -3%Familiarity with client needs 90% 86% 90% -4% 84% 91% -7%Good relationship with client/supplier 89% 79% 90% -11% 89% 89% -Rapid response to requests 88% 88% 88% - 85% 89% -4%Completes research in an agreed-upon time 87% 84% 87% -3% 86% 87% -1%Has knowledgeable staff 85% 84% 85% -1% 84% 85% -1%Flexibility on changing project parameters 85% 79% 86% -7% 85% 85% -Previous experience with client/supplier 83% 77% 84% -7% 73% 86% -13%Good reputation in the industry 79% 73% 79% -6% 69% 82% -13%High quality analysis 77% 75% 77% -2% 80% 75% +5%Familiarity with the industry or category 76% 80% 75% +5% 67% 78% -11%Breadth of experience in the target segment 75% 77% 74% +3% 64% 78% -14%Length of experience/time in business 72% 59% 73% -14% 70% 72% -2%Consultation on best practices and methodologyeffectiveness69% 68% 69% -1% 74% 67% +7%Provides highest data quality 68% 71% 68% +3% 70% 68% +2%Provides data analysis services 50% 57% 49% +8% 53% 49% +4%Company is financially stable 40% 46% 39% +7% 46% 38% +8%Offers unique methodology or approach 40% 46% 39% +7% 44% 38% +6%Lowest price 35% 43% 35% +8% 29% 37% -8%Also does quantitative research 30% 48% 28% +20% 16% 34% -18%Understands online data collection 30% 50% 28% +22% 37% 28% +9%Uses sophisticated collection technology/strategies 29% 43% 28% +15% 29% 29% -Uses the latest data collection technology 27% 38% 25% +13% 30% 26% +4%Has an access panel 16% 27% 15% +12% 15% 17% -2%Uses the latest analytical packages 16% 30% 14% +16% 17% 15% +2%Given the more personalitydrivenaspects of qualitativeresearch providers, price is less of adiscriminating factor herewww.greenbook.org37