GreenBook® Research Industry Trends Report

Executive SummaryTwo GreenBook® Industry Trends studies (GRIT)were conducted in 2010. The first was executed inSpring 2010 and the second in October. Each coveredkey issues that have been trended since the initialstudy back in 2003, but also focused on specifictopics of interest to the industry. The Fall 2010 studyfocused on research technology, along with the fullcomplement of annual GRIT survey questions.A brief email invitation was sent to individualsrandomly selected from co-sponsors’ internal listsof research providers and clients. As an incentivefor participation, respondents were offered acomplimentary copy of the 2011 edition of theGreenBook® Marketing Research Directory. Fromthese invitations, a total of 673 usable responseswere obtained. For reference, the historicalrespondent mix is displayed below:Fall’10 Spring’10 2009 2008 2007 2006 2005 2004 2003Base: (673) (875) (512) (284) (366) (600) (336) (720) (431)Full-service providers 41% 48% 43% 46% 43% 43% 50% 44% 36%Research consultant 26% 21% 26% 24% 21% 15% 13% 12% 14%Academic/non-profit/medical 14% 2% 4% 4% 7% 7% 7% 7% 18%Data Collection (Quant/Qual) 10% 10% 14% 13% 15% 20% 18% 5% 6%Research client/buyer 6% 17% 11% 10% 11% 12% 9% 18% 22%Advertising agency 3% 3% 4% 3% 3% 3% 4% 4% 5%Annual Billings/Budgets: Trended ($US)Less than $1M $1M-$4.9M $5M or more4 GreenBook Research Industry Trends