GreenBookÂ® Research Industry Trends Report

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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
Spring 2011US and Global Markets Served: TrendedOnly in US Both Inside and Outside US Only Outside USWhile the United States comprises the bulk ofrespondents (67%) in this research, it is certainlyworth noting that the historical trend in termsof non-US sample composition and researchdata continues to rise, and will only becomemore important with time. The composition ofresponding firms in terms of billings is almostidentical to what we saw in 2009.The results of this Fall 2010 GreenBook® IndustryTrends Study wave revealed major structuraland systemic changes being faced by those in themarketing research industry, and mirror much ofwhat we have been seeing in the US economy asa whole. These structural changes have a multiprongedeffect, including (1) more worrisomeattitudes and beliefs about the marketing researchprofession, (2) more concern about the abilityto keep up with the rapid pace of technologicalinnovation, and (3) a growing tension betweenquality of work output and the demand for speed.GRIT revealed major structural and systemic changes beingfaced by those in the marketing research industrywww.greenbook.org5
Page 1: FULL ReportSpring 2011GreenBookRese
Page 5: Spring 2011IntroductionWelcome to t
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 22 and 23: CompaniesPerceived to be Innovative
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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