GRIT Fall 2011 Full

GreenBook
Research Industry Trends

Report
Fall 2011
www.GreenBookBlog.org/GRIT
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PRODUCTS
AND PURCHASES
Purchasing habits offer
insights into consumers
preferences, lifestyles, and
hobbies. Find out what they
buy and how they shop.
BEAUTY
QVC
HSN
Sephora
X Ulta
Pure Beauty
Bath & Body Works
Victorias Secret
Mary Kay
CONVENIENCE
76 Conoco / Phillips66
7-Eleven
AM PM
BP Amoco
Casey
Chevron Texaco
CircleK
Cumberland Farms
Exxon Mobile On the Run
Holiday Station
Kwik Trip
Quick Trip
RaceTrac RaceWay
Sheetz
Shell
Speedway Super America
Wawa
DISCOUNT
Big Lots
Kmart
Sams Club
Super Kmart
Super Target
Target
Walmart
Shopko
DOLLAR STORE
Dollar Tree
Family Dollar
Dollar General
FLORAL
Bedding plants
Bulbs
Bushes/trees
Freshly cut
Perennial outdoor
Plants (indoor/outdoor)
Seeds

GROCERY NETWORK
Kroger
Delhaize
Safeway
Supervalu
Ahold
X GROCERY
Acme
Albertsons
Bakers
Bashas
Biggs
Bilo
Bloom
Bodegas
Bottom Dollar Food
Bristol Farms
Brunos
Carrs
City Market
Cub Foods
Dillons
Dominicks
Farm Fresh
Food Co
Food 4 Less
Food Lion
Fred Meyer
Frys
Genuardis
Gerbes
Giant Eagle
Giant Food
Hanna Ford
Harveys
Heb
Heinens
Hilander
Hornbachers
Ingles Markets
Jay C Food
Jewel
King Soopers
Kroger
Lucky
Marsh Supermarkets
Martins
Meijer
Owens
Pathmark
Pavilions
Payless
Publix
QFC
Ralphs
Randalls
Roundys
Safeway
Save A Lot
Scotts Food
Shaw Star
Shaws
Shop N Save
Shoppers Food
Shoprite
Smiths Food
Stop N Shop
Sunflower
Supervalu
Sweetbay Kash N Karry
Tom Thumb
Tops
Trader Joes
Vons
Wakefern
Wegmans
Weis
Whole Foods
Wild Oats
HOUSEHOLD PRODUCTS
Air fresheners
Aluminum foil
Batteries (type/frequency)
Battery operated toothbrushes
Candles
Charcoal
Clear plastic wrap
Cloth diapers
Colored paper baking cups
Disposable diapers
Greeting cards
Kids vitamins
Motor oil
Oven bags
Paper products (toilet paper, napkins,
paper towels, baking cups)
Pet food type (natural, organic, reg.)
Plastic food storage bags
Scented candles
Tobacco (regular and smokeless)
Vitamins (or multivitamins)
Water filters
Wax paper
PERSONAL CARE
Contraceptives
Cough syrup
Dental care products
Eye/contact lens care products
Eyewear (glasses/contact lenses)
Feminine care products (pads,
panty liners)
Foot care products
Haircut kit
Hearing aid
Incontinence pads/garments
Laxatives
Teeth whitening

RETAIL
Banana Republic
Dillards
Express
H&M
HSN
JCPenney
JCrew
Kohls
Limited
LLBean
Macys
Mays
Neiman Marcus
Nordstrom
Old Navy
Patagonia
Ross
Saks
Sears
Steinmart
The Gap
RETAIL STORES
Clothes specialty
Club
Convenience store
Department
Discount
Dollar/Drug
X Grocery/Grocery net
Specialty
SPECIALTY
Amazon
Advance Auto
Autozone
Barnes & Noble
Bed Bath & Beyond
Best Buy
Borders
Circuit City
Foot Locker
GapBody
Home Depot
Lowes
Office Depot
Office Max
Payless Shoes
PepBoys
Petco
Petsmart
Radio Shack
REI
Staples
Toys R Us
HOME AND
VEHICLES
From the urban apartment
dweller to the suburban
homeowner, weve proled
our panel on everything from
residence type to car, boat, and
motorcycle ownership.
HOME
Bathroom ventilation
Central vacuum
X Home owners
X Lawn care
Lawn fertizer
Outdoor grill
X Home renters
VEHICLES
All-terrain vehicle ownership
Auto DVD
X Auto (make, model, new/used,
segment)
Auto, number in household
Auto, purchased/leased
Auto, purchase intent (plan to acquire/
model)
Boat ownership
Motorcycle (make, model, new/used,
segment)
Motorcycle, number in household
Motorcycle, purchased/leased
Snowmobile ownership
INTERNET AND
TECHNOLOGY
What activities are
people doing online? Find
out how, when, where, and
why people get connected.
INTERNET ACCESS
LOCATIONS
Business location
Home
Internet caf
Library
School
ONLINE BEHAVIOR
Browser
Flash-enabled computer
X Hours per week
Internet connection speed
Online purchase frequency
Online tenure
Social networking
Surf Internet frequency
Wireless data function interest level
COMPUTER
Computer memory
Processor speed
X Operating systems
ELECTRONICS AND MEDIA
BlackBerry wireless device
Cable TV
CD player
X Cellular phone
Computer type
Digital cable
Digital camera
DVD player (portable, auto)
DVD/VCR combo player
DVR (TiVo, other)
X E-reader
Gaming console
HDTV
Home security system
Home theater
iPhone
LCD
LED
MP3 player
Photo printer (types)
Photo print frequency
Plasma-screen TV
Satellite dish
Satellite radio
Stand-alone DVD player
Standard TV
X Tablet (iPad)
Video camera
WiFi
LIFESTYLE AND
ACTIVITIES
Learn how people with
different lifestyles spend their
leisure time, ranging from
organized activities
to weekend entertainment.
TRAVEL
Air travel - leisure/business
Cruise - leisure/business
X Frequent-flyer member
Hotel - leisure/business
Hotel loyalty
Rental car - leisure business
PETS
X Cat
Dog
HEALTH
AND MEDICAL
Reach those with specic
medical ailments or nd
people with certain diet
and exercise habits.
DIET AND EXERCISE
Blood pressure monitor
Calories
Carbohydrates
Diet restrictions
Diet type (vegan, vegetarian, meat eater)
Eat ethnic food
Frequency of exercise
X Health and exercise attitudes
Low fat diet
Meat
Sodium
Sugar
Watch diet
MEDICAL AILMENTS
X Allergies
Alzheimers disease
Anxiety
Arthritis (several types)
Asthma
Athletes foot
Attention deficit disorder
Baldness/hair loss
Bipoloar disorder
Bladder ailments
Cancer (several types)
Chemotherapy
Chronic back pain
Cold sores
Constipation/irregularity
Crohns disease
Depression
X Diabetes types 1 and 2
Dialysis
Eating disorders
Female-associated ailments
Food absorption problems
Gingivitis/gum disease
Hair loss
X Headaches
Hearing loss
Heartburn
Heart disease or angina
Hemophilia
Hepatitis
Herpes
High blood pressure
High cholesterol
HIV/AIDS
Impotence/erectile dysfunction
Incontinence
Irritable bowel syndrome
Joint pain
Leukemia
Migraines
Multiple sclerosis
Obesity
Obsessive-compulsive disorder
Organ transplant
Ostco arthritis
Osteoporosis
Physical handicap
Prescription anticoagulant
Psoriasis
Psoriatic arthirtis
Restless leg syndrome
Rheumatoid arthritis
Rosacea
Seizures
Shingles
Sinusitis
Sleep difficulty
Ulcerative colitis
Ulcers
Vision problems
Yeast infections
FINANCIAL
SERVICES
Connect with individuals
who t the nancial prole
you needbased on how they
save, spend, and invest.
PERSONAL FINANCIAL
SERVICES
X Credit card company
Debit card company
Household savings and investments
American Express
Bank of America
Capital One
CitiBank
Discover
HSBC
X PRIMARY BANK
Bank of America (including Countrywide)
BB&T
Capital One Bank (including Chevy Chase)
Citibank
Citizens Bank (Royal Bank of Scotland)
Comerica
Credit Union (Any)
Fifth Third
HSBC
Huntington
JPMorgan Chase (including
Washington Mutual)
Keybank
M&T Bank
PNC (including National City)
Regions
Sovereign
SunTrust Bank
TD Bank (including Commerce)
Union Bank
U.S. Bank
Wells Fargo (including Wachovia)
DEMOGRAPHICS
Zoomerang collects the
information that panelists
provide and veries it against
an extensive database of
objectively validated consumer
demographics. This ensures
that youre reaching the real
people who t your target
demographic prole.
DEMOGRAPHICS
Childrens dates of birth
Date of birth
Education
X Geographic region
Hispanic
Hispanic acculturation level
Home ownership
Internet connection
Language
Marital status
X Number of children in household
Occupation
Parents expecting a child
Race/Ethnicity
State
ZIP code
BUSINESS
AND INDUSTRY
Reach a variety of
individuals inside and
outside the workforce or
those who work in a
specialized area of expertise.
BUSINESS AND
OCCUPATION
Area of business responsibility
Biotech
Business travel
X Company annual revenue
Company private/public
Company type (e.g., government,
Fortune 500)
Employment status
Healthcare administration
Industry
Level of involvement in
Making business decisions
X Number of employees
Number of personal computers
Number of servers
Occupation title
Profession/functional work area
Small business ownership
FOOD, BEVERAGE
AND DINING
Interested in learning
about peoples eating habits?
Food preferences can reveal a
lot about an individuals health,
culture, and lifestyle.
BEVERAGE CONSUMPTION
AND PURCHASES
Beer
X Champagne
Cocktail mixers
X Coffee
Distilled spirits
Energy drinks
Flavored beverages
Gin
Hard cider
Hot cocoa
Instant tea mixes
Mixed drinks
Rum
Soy milk
Tea
Tequila
Vitamin-enhanced waters
Vodka
Whiskey
X Wine
FOOD PURCHASES
Baby food/formula
X Bread/bagels
Breakfast foods
X Cereal (including types)
Energy and cereal bars
Fresh baked goods
Frozen baked goods
Frozen fruit
Frozen meals
Organic foods
Refrigerated or frozen foods
Roasted meat
Salsa
Soy-based products
Steak
Yogurt
RESTAURANT NAME
A&W
Applebees
Burger King
Carls Jr.
Chilis
Chipotle
Dairy Queen
Dominos
Hardees
IHOP
Jack in the Box
KFC
Long John Silvers
Macaroni Grill
McDonalds
Olive Garden
Outback Steakhouse
Panda Express
Pizza Hut
Popeyes
Quiznos
Red Lobster
Round Table Pizza
SONIC
Starbucks
Subway
Taco Bell
TGI Fridays
Wendys
INFORMATION
TECHNOLOGY (IT)
Obtain the opinion of
IT decision makers in
companies of all sizes.
IT JOB FUNCTION
Application architect
Computer, IT, and management
Computer networking
Database/data management
Decision-maker outside IT department
X Developer
Developer for commercial software
Developer for custom software/
hardware
Developer in IT department, internal
Developer in IT department,
other industry
Enterprise resource planning
implementation
X Information systems, IT
Install/maintain hardware/software
IT job function in IT department
IT job function outside
IT department
Make recommendations,
not decision-maker
Software development
Software quality assurance
System security
Technical client service specialist
Telecommunications
Technical writer
Web development
ONLINE MARKET
RESEARCH MENU
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X MOS T REQUES TED ATTRI BUTES
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www.greenbook.org
Fall 2011
1
The full version of the report that includes
additional charts is available at
Table of Contents
GRIT Report
Fall 2011
Introduction 3
Detailed Findings
Methodology and Sample 4
Financial Outlook 5
Technology Use and Adoption 8
Industry Changes 12
Human Capital Strategies 16
Industry Branding 17
Most Infuential Organizations 18
Implications 23
Acknowledgments 24
Partners
GreenBook 25
Media Partners 26
Research & Production Partners 27
Appendixes
Demographics & Firmographics
Staffng Changes
Industry Branding
Industry Changes
Organizational Ratings
Technology Usage & Opinions
2 GreenBook Research Industry Trends
Pub: GRIT 10596 GRIT/0811
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Millions of
panelists...
...only one you.
Across the world, we give you access
to over 6 million panelists.
But right now, when youre talking to us about sample
and data collection we only think about one person. You.
We put our clients at the heart of everything we do,
treating every project as a priority, ensuring you get the
answers you want. Maybe thats why 95% of the worlds
top research companies use us.
So while were talking to millions of panelists about
their buying behavior, their preferences and their
motivations, theres one person whose opinion
matters most. Yes, you.
www.researchnow.com
consumer B2B healthcare social media
RN_10596_GRIT_Man_in_Crowd_x1a.indd 1 8/22/11 1:12 PM
To receive an invitation to participate in the
next round of GRIT or to be notifed when the
next Report is available, please register at
www.greenbook.org 3
Its that time again folks! I am very proud to present
to you the 2011 GreenBook Research Industry Trends
(GRIT) Q3/Q4 Report. This is the 10
th
Edition of GRIT
and the study has become one of the most important
sources of information on trends within the global
market research industry.
In addition to key issues that have been trended
since the initial 2003 study, we focused on research
technology, anticipated staffing characteristics
and skill sets, and changes to marketing research
methodologies and business models. Specific
probes on influential and/or authoritative industry
organizations were also included. We investigated
spending levels, the overall levels of optimism vs.
trepidation, and how the industry perceives and is
reacting to change. Even the moniker marketing
research itself was a subject of this most recent
wave, along with the standard complement of
annual GRIT tracking questions.
There has been a lot of debate about whether
new technology adoption within market research,
especially mobile and social media, is over hyped.
The latest data from GRIT tells us that although some
techniques may be over-hyped when compared to
current or planned adoption, that is unarguably NOT
the case with mobile, MROCs, social media research,
and text analytics.
Introduction
Fall 2011
Another area of exploration in this wave was the
level of influence of trade organizations vs. new
media platforms. The results of this inquiry are
very revealing and indicate that during this time
of transition no clear organizational leader has
emerged to help shepherd the industry through this
paradigm shift.
I hope that youll join me in heartfelt appreciation
for the contributions of our sponsors for this wave:
The American Marketing Association, Surveys &
Forecasts, Market Research Global Alliance, Decooda,
Brand3Sixty, Decipher, OdinText, Next Gen Market
Research, iPinion, Netbase, and Anderson Analytics.
Their hard work makes GRIT possible.
I think youll find the report informative,
provocative, and useful. Enjoy!
Leonard F. Murphy
Chief Editor & Principal Consultant | GreenBook
www.greenbookblog.org
lmurphy@greenbook.org
RESPONDENT TYPES
36%
44%
50%
43% 43%
46%
43%
48%
41%
43%
14%
12%
13%
15%
21%
24%
26%
21%
26%
23%
18%
7% 7% 7% 7%
4% 4%
2%
14%
3%
6%
5%
18%
20%
15%
13%
14%
10% 10%
9%
22%
18%
9%
12%
11%
10%
11%
17%
6%
16%
5%
4% 4%
3% 3% 3%
4%
3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
2003 2004 2005 2006 2007 2008 2009 2010S 2010F 2011
Full-service providers Research consultancy
Academic/non-profit/medical Data Collection (Quant/Qual)
Research client/buyer Advertising agency
ANNUAL BILLINGS/BUDGETS ($US)
128 122
226 229
250
464
88
74
138
179
155
202
66
88
148
241
143
262
0
100
200
300
400
500
600
700
800
900
1000
2007 2008 2009 2010S 2010F 2011
Less than $1M $1M - $4.9 M $5M or More
282
284
1008
548
649
512
US AND GLOBAL MARKETS SERVED
35%
53%
43% 42%
38%
36% 35%
43%
46% 46%
65%
47%
53% 55%
57%
53%
53% 38%
22%
19%
4% 3%
5%
11% 12%
19%
32%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2003 2004 2005 2006 2007 2008 2009 S2010 F2010 2011
Only in US Both Inside and Inside US Only Outside US
431 720 336 600 366 284 512 709 666 1008
Millions
As in prior waves, email invitations were sent to
individuals randomly selected from co-sponsors
internal lists of research providers and clients. As an
incentive, respondents were offered a complimentary
copy of the 2011 edition of the GreenBook Marketing
Research Directory. From these invitations, a total of
1,008 usable responses were obtained. For reference,
the historical respondent mix is displayed, with the
percent of respondents from full-service providers
(at 43%), academic researchers (at 23%) and research
clients/buyers (at 16%) all hovering in relatively
narrow bands since 2007.
Given our larger sample, the total overall billings
represented by responding companies is significantly
higher than the 2010 waves. While the United
States comprises the bulk of respondents (67%) in
this research, it is certainly worth noting that the
historical trend in terms of the research dollars
accounted for from outside the US only continues to
rise, now at 35% of total spending and this appears
to grow over time.
Methodology
and Sample
Respondent Types
Annual Billings/Budgets ($US)
U.S. and Global Markets Served
WILL SPENDING/DEMAND
EXCEED LAST YEAR?
7%
34%
59%
6%
23%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
DK/Refused
No
Yes
2011
2010F
WILL SPENDING/DEMAND
EXCEED 2010?
7%
20%
73%
6%
34%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80%
DK/Refused
No
Yes
Research buyer or client
Research provider or supplier
www.greenbook.org
Fall 2011
5
The previous (Fall 2010) GreenBook Research Industry
Trends study exposed structural and systemic
changes faced by todays marketing researchers,
notably (1) worrisome attitudes and beliefs about the
marketing research profession, (2) concern about the
ability to keep up with the rapid pace of technological
change, and (3) a growing tension between desired
quality of work and the need for speed. Despite
this recent professional pessimism, the levels of
anticipated research budgets/spending are positive.
Fully 70% of the overall sample indicate that they
expect spending/demand to increase this year up
+11 points from Fall 2010. The figure is lower for
buyers/clients, at 60% but 73% of providers expect
their numbers to be better than last year.
Revenue expectations are holding steady, with 54%
either expecting or experiencing stronger growth
in 2011 than a year ago. Overall, 54% indicate that
they are either experiencing or expecting stronger
revenue in 2011 (versus 59% in the Fall of 2010).
Actual or expected revenue growth is significantly
higher among providers/suppliers (58%) than among
buyers/clients (38%). We see corroborating evidence
of this on the supplier side, with industry monitors
reporting revenue growth over 2010.
Financial Outlook
70% of respondents indicate that they expect
spending/demand to increase this year
Will spending/demand exceed last year?
Will spending/demand exceed 2010?
REVENUE/SPENDING EXPECTATIONS
10%
30%
27%
32%
59%
10%
36%
24%
30%
54%
0% 10% 20% 30% 40% 50% 60% 70%
Expect DECLINE in revenue/spending
Expect CURRENT levels of
revenue/spending
Expect INCREASING revenue/spending
EXPERIENCING stronger revenue/spending
Expect/Experiencing More (Net)
2011 2010F
REVENUE/SPENDING EXPECTATIONS
9%
33%
26%
32%
58%
14%
48%
17%
21%
38%
0% 10% 20% 30% 40% 50% 60% 70%
Expect DECLINE in revenue/spending
Expect CURRENT levels of
revenue/spending
Expect INCREASING revenue/spending
EXPERIENCING stronger revenue/spending
Expect/Experiencing More (Net)
Research buyer or client Research provider or supplier
Expected revenue growth is higher among
providers/suppliers than among buyers/clients
Financial Outlook (contd)
Revenue/Spending Expectations
Revenue/Spending Expectations
www.greenbook.org
Fall 2011
7
RESEARCH TECHNIQUES EVER USED
2%
5%

6%
9%
7%
10%
10%

9%

8%
17%

11%
18%

22%

22%

28%

34%

2%

4%

5%

6%

7%

10%

10%

10%

10%

11%

11%
16%

21%

22%

29%

32%
35%

0% 10% 20% 30% 40% 50%
Serious Games
Biometric Response
NeuroMarketing
Virtual Environments
Crowdsourcing
Predictive Markets
Visualization Analytics
Mobile Ethnography
Mobile Qualitative
Eye Tracking
Apps based research
Webcam-Based Interviews
Mobile Surveys
Text Analytics
Social Media Analytics
Data mining
Online Communities
2011
2010F
As we saw in 2010, widespread experimentation
with new research technology continues apace. Of
the techniques ever used, the top items include
online communities (aka MROCs) at 35%, data mining
(32%), social media analytics (29%), text analytics
(22%), and mobile research (at 21%). Interestingly,
buyers/clients are leading the way here, with higher
levels observed for online communities, social media
analytics, data mining, and text analytics.
Technology Use and Adoption
Top new techniques ever used include online communities, data
mining, social media analytics, text analytics, and mobile research
What is also interesting is that these finding were
consistent with the 2010 results on projected
use; meaning that participants in the study are
following through with their implementation plans
and are aggressively adopting new techniques to
at least supplement and possibly to replace more
traditional methods.
Research Techniques Ever Used
FUTURE USE OF RESEARCH
TECHNIQUES
6%
6%
12%
9%
13%
14%
13%

14%

24%
28%
26%

23%
31%
41%
31%

46%
39%

1%
6%
8%

10%
12%

13%

16%

18%
20%
22%

22%
22%

34%

37%

41%

52%

52%

0% 10% 20% 30% 40% 50% 60%
Serious Games
Biometric Response
NeuroMarketing
Crowdsourcing
Eye Tracking
Prediction Markets
Mobile Ethnography
Mobile Qualitative
"Apps" based research
Text Analytics
Mobile Surveys
Data Mining
Online Communities
www.greenbook.org
Fall 2011
9
As traditional sources of respondents for consumer panels
become more problematic (i.e., from a recruiting and
attrition standpoint), clients and suppliers must apply new
methods to extract consumer insights and bridge the gaps
between traditional and new modalities. Despite the more
aggressive adoption of social media, mobile apps, and online
communities, far less use is seen for serious gaming, biometrics,
neuromarketing, virtual environments, crowdsourcing,
predictive markets, and visualization analytics. Less than 10% of
buyers or suppliers predict they will use these methods in the
near future, relegating them to very niche positions within the
broader industry.
The big news for 2012 will be the massive growth (in many cases
almost doubling from 2011 levels) of social media analytics,
MROCs, data mining, mobile (both quant and qual approaches),
and text analytics.
In almost all cases client-side researchers are leading with
utilizing these techniques, with suppliers lagging behind
in their adoption (and therefore offering) these techniques.
This indicates that possibly buyers will be centering their
relationships around vendors who can offer these methods, and
it is likely that in many cases that means they will be working
with non-traditional suppliers, many of which may not even
consider themselves within the market research space. This
is certainly in line with current thinking of many industry
leaders about the emergence of new competitive forces that are
encroaching upon the traditional insights field.
The chart below shows the projected usage of emerging
techniques in 2012.
In 2012, well see massive growth of social
media analytics, MROCs, data mining,
mobile, and text analytics
Future Use of Research Techniques
ACTUAL USE VS. WEB BUZZ
2%

4%

5%

6%

7%

10%

10%

10%
10%

11%

11%

16%

21%

22%

29%

32%

35%

365
1687
121
547
2252
1
0
3
2
254
8
27
99
157
1187
3904
0% 10% 20% 30% 40% 50%
Serious Games
Biometrics/Biometric Response
NeuroMarketing
Crowdsourcing
Mobile Ethnography
Mobile Qualitative
Predictive Markets
Apps based research
Eye Tracking
Mobile Surveys
Text Analytics
Data mining
Online Communities
Ever Used
Buzz Count - Log Scale
As part of our GRIT study, a parallel social
media analytics study was also conducted, in
association with NetBase, a study co-sponsor.
For this exercise, NetBase used their social media
monitoring platform to search public websites for
comments about emerging methods specifically,
the frequency with which emerging methods
terms appear, and the sentiment (positive or
negative) associated with each one. The intent
of this analysis is to understand whether online
influencers differ from self-reported feedback
based on industry research, such as GRIT.
As you can see from the charts, the amount of
buzz associated with Online Communities, Data
Mining, Social Media Analytics, Text Analytics, and
Mobile Surveys is proportionate to the percentage
relationships seen in our GRIT sample (i.e.,
those who indicated that they have used these
technologies in the past).
However, there is more buzz than actual use for
Eye Tracking, Crowdsourcing, Virtual Environments,
NeuroMarketing, Biometric Response, and Serious
Games that is, there is a lot of chatter about these
methods, yet little use to date (most are well under
10%). This indicates that marketing researchers are
certainly thinking and talking about a multitude of
emerging technologies, but have yet to figure out the
ways in which they can implement many of them for
marketing insights and business guidance.
Client-side researchers are leading with utilizing these new
techniques, with suppliers lagging behind with their offerings
Technology Use and Adoption (contd)
Actual Use vs. Web Buzz
www.greenbook.org
Fall 2011
11
To understand this a bit better, NetBase also
produces a quadrant map showing the Brand
Passion Index for each of these emerging
technologies. Here we see that most of emerging
methods captured by the buzz algorithm are viewed
favorably at least in terms of liking but that the
two that seem to be most loved are Mobile Surveys
and Facial Tracking/Scanning. Mobile Surveys are
one of the methods used most by our respondents
(Facial Scanning was not asked in our list, but
will be included in future waves). One emerging
method was associated with more negative buzz:
Neuromarketing a method used by few (just 5%) in
our GRIT study.
We read this as although there may be a
disproportionate amount of buzz for some
methods which have strong adherents or fans but
little widespread usage, in most cases there is no
tail wagging the dog phenomenon; the share of
discussion around mobile, MROCs, social media
research, etc.. is earned buzz. Researchers are using
these techniques, are discussing their results online,
and are planning to do more with these technologies
in the near future as a result. Of course this positive
word-of-mouth is influencing others to try these
techniques, but we see a distinct transition from
early adopters to mainstream usage in 2012.
These changes will have a profound impact on all
aspects of the market research industry globally.
Researchers have yet to fgure out the ways
in which they can implement many of the
emerging technologies
Brand Passion Index
Hate
Dislike
Love Like
Mobile Survey
Webcam Based
Interviewing
Neuromarketing
Crowdsourcing
Online Communities
Agent Based Modeling
Text Analytics
Eye Tracking
Advanced Analytics
Netnography
Data Mining
Big Data
Biometrics
Serious Games
Facial Tracking
+
Passion Intensity
S
e
n
t
i
m
e
n
t

R
a
n
g
e
CHANGE EXPECTED 2011 VS. FALL 2010
4%
33%
32%
25%
7%
64%
2%
30%
35%
28%
5%
68%
0% 20% 40% 60% 80%
Very little
Some
Quite a bit
A lot
Tremendous
Significant Change (Net)
2011
2010F
Regardless of buyer or supplier, significant change
is anticipated in the marketing research industry in
the next five years (68% say either say quite a bit,
a lot, or tremendous up from 64% in Fall 2010).
However, reaction to anticipated changes is positive,
with relatively few viewing them as threats to
their livelihood.
In fact, 63% feel that coming industry changes
bring more promise than threat; research buyers are
even more sanguine, at 75%. Just 12% feel otherwise
virtually unchanged from the 2010 Fall wave.
Industry Changes
63% of researchers feel that coming industry changes
bring more promise than threat
Change Expected 2011 vs. Fall 2010
REACTION TO INDUSTRY CHANGE
1%
3%
7%
11%
25%
26%
20%
16%
62%
3%

4%

5%

12%

24%

24%

23%

16%

63%

0% 20% 40% 60% 80%
What promise? These things threaten our industry and
my job.
I see these changes as much more threat than promise
I see more threat than promise
Threat (Net)
I see equal measures of threat and promise
I see more promise than threat
I see much more promise than threat
What threat? I'm excited for my future and can't wait
Promise (Net)
2011
2010F
www.greenbook.org
Fall 2011
13
Most marketing researchers agree
that they need to morph into business
strategists or they will perish
When probed in more detail and analyzed using
the Decooda Text Analytics platform for contextual
categories and theme clustering , the most promising
trends mentioned (open-ended basis) included
social media (14%), advanced research methods
(14%), mobile research (12%), and data mining and
modeling (9%). Conversely, the trends seen as
threats include lack of industry skills when it comes
to resources, methods, or tools (16%), the use of
self-serve tools (14%), social media replacing survey
methods (14%), and a general lack of knowledge
about new research methodologies or technological
change (10%).
Reaction to Industry Change
H
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p
e

f
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r

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e

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t
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e
T
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r
e
a
t
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t
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t
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F
u
ture
Industry Changes (contd)
The Drivers of Optimism & Fear
S
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N
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-
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p
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ctful R
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r
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esearc
h

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d
s
DIY
M
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Rese
a
r
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h
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y

a
vailab
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d
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t
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a

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i
n
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g
,

M
ode
lin
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&

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n
a
l
y
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o
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c
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n
olog
ic
a
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a
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n
Online Research
New competitors
69%
67%
68%
56%
64%
47%
17%
12%
13%
14%
16%
16%
25%
55%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Researching is so easy, soon no demand for marketing
research expertise
Sampling and projecting to larger populations is no
longer relevant
Conducting interviews via phone/online or in person is
dying and will be irrelevant in 5 years
Data is so readily available that business intelligence
applications will replace marketing research functions
Mastery of traditional marketing research skills is no
longer the key to success in the industry
All broadly based consumer studies should include data
collection using mobile devices
Marketing researchers must morph into business
strategists or perish
Top Two ("Spot On")
Bottom Two ("Wildly Exaggerated")
Opinion About Changes to
Marketing Research Methods
H
o
p
e

f
o
r

t
h
e

F
u
t
u
r
e
www.greenbook.org
Fall 2011
15
Sampling and projecting to larger populations is no longer relevant
when communications between brand and consumer can be one to one
(67% Exaggerated)
Traditional quantitative research: conducting interviews via phone/
online or in person to gather opinions and report findings is dying and
will be irrelevant in the next 5 years (68% Exaggerated)
Mastery of traditional marketing research skills such as statistical
analysis, study design, and astute field management is no longer the key
to success in the industry (64% Exaggerated
Researching on the internet and with automated online services is
now so easy that there will soon be no demand for marketing research
expertise from clients willing to pay (69% Exaggerated)
Data is so readily available that business intelligence applications will
replace marketing research functions. Primary research will be relegated
to a niche activity within the marketing function (57% Exaggerated)
With new technology, there is the potential for
hyperbole and exaggeration; to better understand
reactions to some of the claims being made in our
industry, we asked our respondents to react to
statements about radical changes in marketing
research methodologies and business models.
On a five-point scale (anchored at the low end by
Wildly Exaggerated and at the high end by Spot
On), we find the highest top-two box agreement
for marketing researchers needing to morph into
business strategists or perish at 55%. There is slight
agreement with All broadly based consumer studies
should include data collection using mobile devices
just 25%. All of the other statements we asked were
seen as being significantly exaggerated, including:
Opinion About Changes to Marketing Research Methods
CHANGES IN STAFFING: % MORE
7%
10%
23%
30%
32%
39%
40%
46%
53%
0% 20% 40% 60%
Field Interviewers
Process/Supply Chain) Strategists
Sociologists/Anthropologists
Bilingual/Poly-Lingual Employees
Business Strategists
Experts In Data Collection
Data Integration Experts
Marketing Strategists
Social Media Experts
Total
A new question in the 2011 survey focused on the changes expected in the
kinds of people working in the respondents organization in the future. Here
the results are quite dramatic respondents anticipate a strong need for
more social media experts in their organization (53%), more marketing
strategists (46%), more data integration experts (40%) and more
experts in the mechanics and technologies of data collection (39%). The
need for more social media experts is equally strong regardless of buyer or
supplier side, whereas there is a stronger anticipated need for marketing
strategists, business strategists, and data integration experts on the
buyer side, versus a greater need for data collection experts, multi-lingual
employees, and sociologists and anthropologists on the supplier side.
Human Capital Strategies
The need for more social
media experts is equally
strong among both
buyers and suppliers
Changes in Staffng (% more)
A word cloud analysis using a combination of coded
verbatims as well as text analytics derived themes
of the open-ended comments following the above
question (What changes do you expect to see in
the kinds of people working in your organization
in the future?) shows the somewhat bi-modal
nature of anticipated changes in staffing notably
social scientists (e.g., psychologists) and those who
can synthesize this information into usable data
for marketing decision-making (e.g., data jocks,
developers, and designers).
IS "MARKETING RESEARCH" AN
ACCURATE INDUSTRY DESCRIPTOR?
40%
60%
52%
48%
0% 10% 20% 30% 40% 50% 60% 70%
No!
Yes!
www.greenbook.org
Fall 2011
17
When asked if the term Marketing Research still
represented the entire industry, or if the time had
come for a more inclusive descriptor, most believe
that it still applies. Suppliers are more favorable
(60% say Yes) than are clients/buyers (48%),
perhaps because more client research departments
already have alternative terms that they are using
today. Among those who said No, terms offered
on an open-ended basis were limited to Consumer
Insights (39%) and Market Research (34%) more
than any others. Here, clients and suppliers were
largely in agreement, with clients a bit more likely
to mention Market Intelligence at 10%. There has
always been a bit of a schism between the terms
Market Research and Marketing Research, the
latter generally considered more inclusive, including
study of the marketing function and associated
processes. Hence it is somewhat surprising to see
Market Research emerge here as a suggested
alternative term.
Industry Branding
Most believe that the term Marketing Research
still applies and represents the industry Changes in Staffng (% more)
Is Marketing Research an Accurate Industry Descriptor?
6
7
7
9
10
10
14
14
14
15
20
31
34
38
39
56
151
151
Canadian Mktg Assoc (CMA)
American Assoc for Public Opinion Rsrch (AAPOR)
BaQMAR
Market Rsrch Society (MRS)
Mystery Shopping Providers Assoc (MSPA)
Council of American Survey Rsrch Org (CASRO)
Australian Market & Social Rsrch Society (AMSRS)
Society of Competitive Intelligence Prof (SCIP)
Qualitative Rsrch Consultants Assoc (QRCA)
Royal Statistical Society (RSS)
Mktg Rsrch Assoc (MRA)
Advertising Rsrch Foundation (ARF)
ESOMAR
American Statistical Assoc (ASA)
Life Insurance Mktg & Rsrch (LIMRA)
American Economic Assoc (AEA)
World Advertising Rsrch Center (WARC)
American Mktg Assoc (AMA)
Buzz Count
- Log Scale
NetBase Buzz: Industry Associations
When asked What professional and/or trade
associations relevant to the marketing or marketing
research industry do you belong to?, we obtained a
highly fragmented list of names/acronyms, and that
may be heavily influenced by sample composition,
as well as events occurring at the time of data
collection. That said, the results are counter-intuitive
to the sample composition which was broken down
as 33% from GreenBook, 26% from NGMR, 22% from
MRGA, 15% from AMA and the remainder across the
other sponsors. The low sample contribution from
AMA is almost diametrically opposite from their
ranking within the reach and influence questions.
The same could be said about GreenBook as well
since they were the largest sample contributor but
yet had a relatively low reach score. This seems to
indicate that although some sample bias may be
possible, the respondents answered the questions
honestly and that the data serves as an accurate
barometer of the level of reach and influence of
each organization.
Most Infuential Organizations
NetBase Buzz: Industry Associations
4.45
4.54
4.95
5.11
5.45
5.48
5.51
5.61
5.67
5.73
5.75
5.76
6.16
6.24
6.39
6.42
6.49
6.60
6.64
6.73
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
Facebook (n=49)
MRGA (n=39)
MRIA (n=38)
AMSRS (n=19)
NGMR (n=96)
LinkedIn (n=264)
MRS (n=53)
AMA (n=357)
PMRG (n=24)
Twitter (n=26)
MRA (n=183)
ARF (n=51)
IIR (n=19)
NewMR (n=25)
CASRO (n=97)
Quirks (n=24)
QRCA (n=63)
ESOMAR (n=174)
Greenbook (n=22)
AAPOR (n=33)
Mean Rating
Influence Ratings
www.greenbook.org
Fall 2011
19
The organizations most often mentioned by our
study respondents include the AMA (at 44%), MRA
(21%), ESOMAR (20%), CASRO (10%), QRCA (8%),
MRS (7%), MRIA (5%), AAPOR (4%), ARF (4%), NGMR
(3%), AMSRS (3%), and PMRG (2%). In many cases
there was a significant delta between clients and
suppliers in terms of association membership,
although considering the nature of many of these
organizations that was not surprising in itself.
What is interesting about this list is the relatively
large number of people who counted NGMR, a
LinkedIn discussion group, as a trade organization.
This seems to indicate that the value proposition of
trade associations compared to new media players is
fuzzy at best. We anticipated that issue so we asked a
follow-up question on what events, blogs, or Groups
our participants paid attention to or followed.
LinkedIn emerged as the clear leader with 44%,
followed by NGMR again (13%), AMA (10%), ESOMAR
(7%), Facebook (8%), MRA (7%), MRGA (7%), CASRO
(6%), ARF (4%) and GreenBook (4%). Notice that there
is significant overlap between the two lists and a
pronounced divergence between client and supplier
participants yet again. Our analysis is that although
clearly associations are being followed, new media
outlets and groups are assuming a strong role in
influencing decision makers.
Infuence Ratings
Most Infuential Organizations (contd)
We obtained NetBase buzz counts on this question as
well, and see divergence between the self-reported
membership (listed above), and internet buzz as
captured by NetBase. Organizations obtaining
NetBase buzz counts above 3,000 included the
American Marketing Association (AMA), the World
Advertising Research Center (WARC), the American
Economic Association (AEA), the Life Insurance
Marketing and Research Association (LIMRA), the
American Statistical Association (ASA), ESOMAR, and
the Advertising Research Foundation (ARF).
To underscore this point, we asked each participant
to rate the level of influence each organization they
had listed in the previous two questions has on their
strategic decision making using an 11 point scaled
slider. The results were surprising this time, although
as mentioned earlier, they seem to validate the lack
of bias within the sample due to the counterintuitive
rankings vs. sample makeup. What emerged is that
many of the most influential organizations are
neither trade associations nor social networks but
rather are media portals. This begs the question of
whether the extensive fragmentation of various
trade organizations and industry associations within
the market research space is decreasing the impact of
these groups and creating opportunities for smaller
entities to assume thought leadership roles.
www.2020research.com/grit

Ph: +1.615.777.2020
US Toll Free: +1.800.737.2020
France: +33 (0) 9 75 18 13 54
UK: +44 (0) 20 3318 5979
www.2020research.com
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www.greenbook.org
Fall 2011
21
This hypothesis is starkly revealed in a quadrant
analysis we conducted to graphically display the
relationship between organizational reach and
influence ranking.
Clearly industry bodies designed to lead and
influence are losing that mandate to other outlets.
Perhaps a movement to consolidate organizations or
at least to coordinate efforts is in order to reverse this
trend and unify the market research space during
this transitional phase?
When asked directly (in our study) about the
factors that make any of these stand out for
you as influential and authoritative, the most
common responses were: quality/expertise of
people involved (30%), thought leadership (23%),
quality/expertise of publications/reports (13%),
networking/connections (5%), code of ethics
Although associations are being followed,
new media outlets and groups are assuming
a stronger role in infuencing decision makers
(4%), industry standing (3%), easy & free (3%),
impartial/no influence/hidden agenda/marketing
(1%), cutting edge (point of views) (1%), and good
training/workshop sessions (1%). This certainly
seems to be a possible prescription to cure what is
ailing many of the major trade organizations.
Infuence vs. Reach Index
High Infuence / Low Reach
High Infuence / High Reach Low Infuence / High Reach
Low Infuence / Low Reach
GreenBook
AAPOR
ESOMAR
CASRO
ARF
MRA
AMA
MRS
NGMR
LinkedIn
MRIA
MRGA
Facebook
Twitter
PMRG
AMSRS
Quirks
NewMR
IIR
QRCA
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SIS INTERNATIONAL RESEARCH
11 E 22nd Street Floor 2,
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T: +1.212.505.6805
E: research@sisinternational.com
www.sismarketresearch.com
Navigate the Global Economy
www.greenbook.org
Fall 2011
23
This most recent wave of the GRIT tracking program
affirms the trends observed in 2010 and in prior
waves and, in particular, the shared belief among
both buyers and sellers of marketing research
services that significant change is underway. Our
2010 waves, in particular, carried a somewhat
distressing tone, in that most respondents were
concerned about the major structural and systemic
changes being faced by the marketing research
industry. The systemic stressors we identified at
that time certainly continue to affect the ability of
marketing researchers to deliver high-quality, highly-
valued research. And, given the current state of the
US economy, we have no reason to believe that these
concerns have dissipated, even though not probed
directly in this wave.
There are, however, many reasons to be optimistic.
Self-reported revenue/research budgets are up,
regardless of client or supplier; this is confirmed
by external benchmark sources. Our business
(and this sample) reflects an ever-growing share
of research spending conducted or coming from
outside the US. And while significant change is
anticipated, our industry is much more likely to
view it as an opportunity than a threat and real
opportunities are clearly unfolding, both in the
form of changing expectations about the skill set
needed for tomorrows marketing researcher, and
the types of people who will be hired in tomorrows
research organizations.
Implications
Using a variety of measures, this GRIT wave
convincingly shows that while some emerging
methods and technologies are clearly being talked
about far more than actually being used (i.e., more
hype than promise), that this has always been the
case whenever an industry is experiencing rapid
change, and where emerging methods are jockeying
for market share during a transitory shakeout phase.
Not that there was ever any doubt social media
is here to stay, whether personal (Facebook) or
professional (LinkedIn). The challenge we face as
marketing researchers is how to best synthesize
this torrent of data into usable information for
marketing decision-making. In the not-too-distant
future, we will see marketing research departments
adding staff in the form of social media experts to
assess the digital landscape; using psychologists and
data mining experts to synthesize web buzz into
leveragable marketing data; and data integration
experts to weave together both new and traditional
measures of market performance.
The marketing research industry is clearly facing
a period of unprecedented change yet one with
significant opportunity and promise for better,
richer, and more comprehensive information to help
shape the marketing process.
The industry is facing a period of unprecedented change yet
one with opportunity and promise for better, richer, and more
comprehensive impact on the marketing process
Acknowledgements
Concept originator, GRIT Executive Editor
Leonard Murphy GreenBook
Questionnaire Primary Author
Bill Weylock Brand3Sixty
Questionnaire Contributors
Joan Triestman AMA Supplier Council
Ken Athaide AMA Supplier Council
Tom Anderson Anderson Analytics
Bob Walker Surveys & Forecasts
Design consultation
Lukas Pospichal GreenBook
Malcolm De Leo Netbase
David Johnson Decooda
Kristin Luck Decipher
Sample
MRGA, NGMR, GreenBook, AMA
Data collection
Decipher
Netbase
Data Processing
iPinion
Decooda
Netbase
Chart production
Netbase
iPinion
Bob Walker Surveys & Forecasts
Report Primary Author
Bob Walker Surveys & Forecasts, LLC
Report Contributors
Bill Weylock Brand3Sixty
Malcolm De Leo Netbase
Tom Anderson Anderson Analytics
Publication
GreenBook
To receive an invitation to participate in the
next round of GRIT or to be notifed when the
next Report is available, please register at
Fall 2011
GreenBooks mission is to bring innovative
resources to market researchers on both sides
of the table and to offer effective marketing
opportunities in a variety of targeted media.
The GreenBook media platform includes the
fagship GreenBook Directory, specialized
GreenBook Health Directory, GreenBook Blog,
the Research Vibes portal, New Qualitative
Research Guide & Directory, and a bi-weekly
email newsletter.
Our publishing program provides stimulating,
practical, and timely content on topics and
issues relevant to the industry.
Partners
About GreenBook
GreenBook continues to be the destination for
detailed and accurate information on research
providers of all types.
Buyers of research services come to
GreenBook Directory to review structured
profles of research frms including their
specialties, recent blog posts, published articles,
white papers, videos, etc.
The newly redesigned and enhanced
GreenBook.org website is helping market
research companies better demonstrate their
strengths and capabilities while generating
more qualifed leads.
GreenBook.org | NewQualitative.org | GBHealth.org
GreenBookBlog.org | ResearchVibes.com
Media Partners
Market Research Global Alliance (MRGA)
The MRGA was founded was established in 2007 as the first social network for market researchers
with the objective of helping them achieve their professional and career goals. Since then, our
community has grown to over 9,000 members and is thriving on trusted platforms such as
MRGAsn and LinkedIn. We continue to expand opportunities for our individual and corporate
members to network, learn, and engage with the community; through a variety of tools and
innovative features.
LinkedIn: http://www.linkedin.com/e/gis/41051
Website: www.MRGAsn.com
Next Gen Market Research (NGMR)
The market has changed, the customers have changed, why should consumer insight be the same?
Marketing Research/Consumer Insights have changed little since the mid 90s and still offer only
1.0 Insights. This is an invitation only group for Analytics Professionals with 7+ years of experience
who want more than traditional market research.
LinkedIn: www.linkedin.com/e/gis/31804
Website: www.nextgenmr.com
American Marketing Association (AMA)
The American Marketing Association (AMA) is the professional association for individuals and
organizations who are leading the practice, teaching, and development of marketing worldwide.
Our principal roles are:
Connecting: The AMA serves as a conduit to foster knowledge sharing.
Informing: Providing resources, education, career and professional development opportunities.
Advancing: Promoting/ supporting marketing practice and thought leadership.
Through relevant information, comprehensive education and targeted networking, the AMA assists
marketers in deepening their marketing expertise, elevating their careers and ultimately, achieving
better results.
www.marketingpower.com
www.greenbook.org
Fall 2011
27
Research & Production Partners
Anderson Analytics
More than market research, Anderson Analytics is
the first next generation marketing consultancy to
combine new technologies, such as data and text
mining, with traditional market research. Anderson
Analytics helps clients gain The Information
Advantage by combining the efficiencies and
business experience found in large research firms
with the rigorous methodological understanding
from academia and the creativity found only in
smaller firms.
www.andersonanalytics.com | www.odintext.com
Decooda
Weve developed the most powerful SaaS platform
that automatically monitors and analyzes all social
media and enterprise communications in real time.
This allows marketing and market research teams
to discover the TRUE cause-and-effect relationship
between social media discourse and market
outcomes. We complement these capabilities with
a marketing mix analysis and scenario planning
SaaS solution that leverages both quantitative
and qualitative social media insights to help
brands measure campaign and tactic level spend
effectiveness and overall marketing investment ROI
with a view into why.
www.decooda.com
Brand3Sixty
Brand3Sixty is a full service strategic research
consultancy. Our vision is to provide our clients
with access to both top research professionals and
a broad scope of the most innovative research
technologies. Specifically, we have organized
ourselves around a concept, not a technique or a
monolithic plan: We want our clients to make smart
decisions based upon timely, targeted and insightful
market intelligence. Our focus is on developing a
consultative research strategy that meet the insights
needs of clients, not trying to make our clients
needs fit our preferred methodologies. The end
result is a plan that gives you the best view of your
brand possible, from all the angles.
www.Brand3Sixty.com
Decipher
A marketing research services provider, Decipher
specializes in online survey programming,
sampling, data collection and data reporting.
Utilizing proprietary Web-based applications,
Decipher integrates state-of-the-art technology with
traditional research techniques. Decipher is all about
uncovering opportunities in whatever territory we
explore with our clients. As your partner, Decipher
isnt interested in just data, but also about what that
data represents for you. We focus on technology and
research systems that bring data to life, and in doing
so, we help you reveal how even seemingly small
discoveries can yield meaningful insights.
www.decipherinc.com
iPinion
iPinion is a leading consumer insights and market
research mobile survey platform, currently
available as a native app for iPhone, Android
and Blackberry and also as a web app. iPinion is
an innovative platform for conducting mobile
market research surveys on the go that has over
10 cool ways to launch the app and integration
with leading enterprise feedback management
and market research platforms, Confirmit and
Dimensions. For users, it provides convenience of
taking surveys anywhere, anytime right from their
mobile device and providees an engaging survey
experience. For businesses, iPinion provides an access
to reach people closer to moments of truth, based
on their location, and embraces the revolutionary
change that the smartphones have created in the
way people consume information, communicate and
interact with each other.
www.ipinionsurveys.com
NetBase
NetBase Social Media Insight & Analysis helps
marketing teams make smarter business decisions
faster. We deliver tools and scorecards that give
market researchers and brand managers a reliable
way to understand online brand equity, analyze
and compare consumer passion, and generate deep
insights that answer their why questions. Serving
hundreds of corporate customers, our products were
developed in partnership with five of the top 10 CPG
companies, including Coca-Cola and Kraft, and are
used by five of the top 10 market research firms,
including J. D. Power & Associates and GfK. Based in
the heart of Silicon Valley, NetBase is a privately held
company.
www.netbase.com
Surveys & Forecasts, LLC
Bob Walker runs Surveys & Forecasts, LLC, a strategic
marketing research firm founded in 1994, with a
short list of loyal clients. He is well-known for driving
business success by helping clients understand
market formation and structure, identifying
meaningful brand levers, and aligning brand
benefits with core consumer attitudes. He was the
lead analyst on the Foundations of Quality study of
online panel data, the largest project in the 75-year
history of the Advertising Research Foundation. He
leads workshops around the nation on data quality.
www.saflc.com
Research & Production Partners
www.greenbook.org
Fall 2011
29
Appendixes
Demographics & Firmographics
Summer
2011
Fall10 Spring10 2009 2008 2007 2006 2005 2004 2003
Base: (1008) (673) (875) (512) (284) (366) (600) (336) (720) (431)
% % % % % % % % % %
Full-service providers 43% 41% 48% 43% 46% 43% 43% 50% 44% 36%
Research consultancy 23% 26% 21% 26% 24% 21% 15% 13% 12% 14%
Academic/non-proft/medical 3% 14% 2% 4% 4% 7% 7% 7% 7% 18%
Data Collection (Quant/Qual) 9% 10% 10% 14% 13% 15% 20% 18% 5% 6%
Research client/buyer 16% 6% 17% 11% 10% 11% 12% 9% 18% 22%
Advertising agency 3% 3% 3% 4% 3% 3% 3% 4% 4% 5%
THE GREENBOOK RESEARCH INDUSTRY TRENDS STUDY
BASED INSIDE VS. OUTSIDE US
EMPLOYEES IN RESEARCH ORGANIZATION/DEPARTMENT
Total Client Suppliers Gap
Base: (1008) (209) (799) +/-
% % % % %
We are entirely based in the United States 45% 33% 48% -15%
We are entirely based outside the United States 19% 12% 21% -9%
We are primarily based in the US but have offces in one or more other countries 21% 43% 16% +27%
We are primarily based elsewhere but have offces in the US 13% 11% 14% -3%
Did not Answer 1% - 1% -1%
Base: (1008) (209) (799) +/-
% % %
One only 15% 17% 14% -3%
2 5 23% 37% 19% +18%
6 10 12% 14% 11% +3%
11 20 10% 12% 10% +2%
20 50 13% 7% 14% -7%
More than 50 27% 12% 31% -19%
Mean 3.7 2.9 3.8 -0.9
www.greenbook.org
Fall 2011
31
POSITION IN ORGANIZATION
OFFICES IN HOW MANY CITIES
Base: (1008) (209) (799) +/-
% % %
Owner or sole proprietor 21% 8% 24% -16%
Research Director 19% 37% 15% 22%
Partner or part owner 16% 4% 19% -15%
Project Manager 11% 16% 10% 6%
General Manager 7% 5% 7% -2%
Department Head 9% 18% 7% 11%
Principal 6% 1% 7% -6%
Research Assistant 2% 2% 2% -
Other 9% 8% 9% -1%
Base: (1008) (209) (799) +/-
% % %
One only 42% 20% 47% -27%
2 12% 9% 13% -4%
3 8% 8% 9% -1%
4 5% 3% 6% -3%
5 3% 2% 4% -2%
6 or more 29% 57% 21% 36%
LOCATION OF DATA COLLECTED PAST 12 MONTHS
Base: (1008) (209) (799) +/-
% % %
All within the US 27% 33% 25% 8%
None within the US 19% 15% 20% -5%
Percent within the US 55% 51% 56% -5%
Base: (1008) (209) (799) +/-
% % %
United States 76% 85% 74% 11%
UK or Ireland 28% 38% 25% 13%
Western Europe (Not UK or Ireland) 24% 39% 21% 18%
Canada 23% 39% 18% 21%
China 19% 33% 15% 18%
South Asia/India 19% 28% 16% 12%
Australia or New Zealand 17% 27% 15% 12%
Other SE Asia or Pacifc Rim including Japan 17% 28% 14% 14%
Other Latin America or Caribbean 16% 30% 12% 18%
Mexico 14% 29% 10% 19%
Eastern Europe including Russia 14% 21% 12% 9%
Middle East and North Africa 13% 21% 10% 11%
Central and Southern Africa 10% 19% 8% 11%
LOCATION OF COMPANY OFFICES
RESPONDENTS LOCATION
Base: (1008) (209) (799) +/-
% % %
UK or Ireland 6% 2% 7% -5%
Western Europe (Not UK or Ireland) 6% 6% 6% -
Canada 5% 6% 5% 1%
Other SE Asia or Pacifc Rim including Japan 3% 2% 3% -1%
South Asia/India 2% - 3% -3%
Australia or New Zealand 2% - 3% -3%
Eastern Europe including Russia 2% 1% 2% -1%
Other Latin America or Caribbean 2% 2% 2% 0%
Mexico 1% 2% 1% 1%
Middle East and North Africa 1% - 1% -1%
Central and Southern Africa 1% - 1% -1%
China - - - -
Demographics & Firmographics (contd)
www.greenbook.org
Fall 2011
33
MARKETS IN WHICH DATA COLLECTED
PRIMARY MARKET RESEARCH BILLINGS/BUDGET
Base: (1008) (209) (799) +/-
% % %
UK or Ireland 45% 33% 48% -15%
Western Europe (Not UK or Ireland) 44% 32% 47% -15%
Canada 43% 35% 45% -10%
China 32% 27% 33% -6%
South Asia/India 31% 24% 33% -9%
Australia or New Zealand 31% 22% 33% -11%
Other SE Asia or Pacifc Rim including Japan 29% 18% 32% -14%
Other Latin America or Caribbean 29% 16% 32% -16%
Mexico 28% 18% 31% -13%
Eastern Europe including Russia 27% 20% 29% -9%
Middle East and North Africa 19% 13% 21% -8%
Central and Southern Africa 15% 8% 16% -8%
Base: (1008) (209) (799) +/-
% % %
Under $1MM (Net) 46% 57% 43% 14%
Less than $100,000 USD (50) 16% 20% 15% 5%
$100,000 - $249,999 (175) 12% 16% 11% 5%
$250,000 - $449,999 (350) 6% 7% 6% 1%
$450,000 - $749,999 (600) 6% 10% 5% 5%
$750,000 - $999,999 (875) 5% 4% 6% -2%
$1MM - $5MM (Net) 20% 17% 20% -3%
$1,000,000 - $1,999,999 (1500) 8% 8% 8% -
$2,000,000 - $2,999,999 (2500) 5% 5% 6% -1%
$3,000,000 - $3,999,999 (3500) 3% 2% 3% -1%
$4,000,000 - $4,999,999 (4500) 3% 2% 3% -1%
Over $5MM (Net) 26% 18% 28% -10%
$5,000,000 - $7,499,999 (6250) 5% 4% 5% -1%
$7,500,000 - $9,999,999 (8750) 2% 3% 2% 1%
$10,000,000 - $14,999,999 (12500) 3% 2% 4% -2%
$15,000,000 or more (25000) 16% 9% 18% -9%
Mean (000) $5993.4 $3836.4 $6559.3 $-2722.9
Median (000) $872 $427 $1093 $-666
BILLINGS BY GEOGRAPHICAL AREA
151
382
144
252
139
102
179
306 304
454
280
338
179
330
209
151
272
269
148
192
13
18
18
31
61
134
214
343
0
200
400
600
800
1000
1200
2003 2004 2005 2006 2007 2008 2009 S2010 F2010 2011
Only in US Both Inside and Inside US Only Outside US
431
720
336
600
366
284
512
709
666
1008
BILLINGS BY GEOGRAPHICAL AREA
Demographics & Firmographics (contd)
4%
10%
14%
21%
41%
28%
45%
54%
53%
8%
11%
25%
32%
30%
42%
38%
43%
54%
0% 20% 40% 60%
Field Interviewers
Process/Supply Chain) Strategists
Sociologists/Anthropologists
Bilingual/Poly-Lingual Employees
Business Strategists
Experts In Data Collection
Data Integration Experts
Marketing Strategists
Social Media Experts
Research provider or supplier Research buyer or client
www.greenbook.org
Fall 2011
35
THE TYPES OF ROLES GRIT RESPONDENTS EXPECT TO HIRE
Staffng Changes
Base: (1008) (209) (799) +/-
% % %
More social media experts 53% 53% 54% -1%
More marketing strategists 46% 54% 43% 9%
More data integration experts 40% 45% 38% 7%
More experts in the mechanics and technologies of
data collection
39% 28% 42% -14%
More business strategists 32% 41% 30% 11%
More bilingual (or poly-lingual) employees 30% 21% 32% -9%
More sociologists or anthropologists 23% 14% 25% -11%
More process (i.e., supply chain) strategists 10% 10% 11% -1%
More feld interviewers 7% 4% 8% -4%
Other 11% 9% 12% -3%
None of these/ No new skills 8% 7% 8% -1%
IS MARKET RESEARCH AN ACCURATE INDUSTRY DESCRIPTOR?
40%
60%
52%
48%
0% 20% 40% 60% 80%
No!
Yes!
Research
buyer or
client
Research
provider or
supplier
Note: Among research buyers (n=209) and research suppliers (n=799).
Base: (244) (48) (196) +/-
% % %
Consumer Insights 39% 38% 39% -1%
Market Research 34% 31% 35% -4%
Analytics 3% 2% 3% -1%
Business Intelligence 2% 4% 2% 2%
Consumer Intelligence 2% 4% 1% 3%
Market Intelligence 7% 10% 6% 4%
Dont know 5% 2% 5% -3%
Other 6% 4% 6% -2%
Not Sure 4% 4% 4% -
Industry Branding
IS MARKET RESEARCH AN ACCURATE INDUSTRY DESCRIPTOR?
Open-Ended Descriptors
Base: (244) (48) (196) +/-
% % % % %
Business Intelligence 2% 4% 2% 2%
Consumer Intelligence 2% 4% 1% 3%
Market Intelligence 7% 10% 6% 4%
Dont know 5% 2% 5% -3%
Other 6% 4% 6% -2%
Not Sure 4% 4% 4% -
Base: (244) (48) (196) +/-
% % %
Market Intelligence 7% 10% 6% +4%
Business Intelligence 2% 4% 2% +2%
Consumer Intelligence 2% 4% 1% +3%
1%
4%
8%
13%
27%
24%
20%
16%
60%
0%
0%
6%
6%
19%
35%
21%
19%
75%
0% 20% 40% 60% 80%
my job.
Threat (Net)
Promise (Net)
1%
4%
8%
13%
27%
24%
20%
16%
60%
0%
0%
6%
6%
19%
35%
21%
19%
75%
0% 20% 40% 60% 80%
my job.
Threat (Net)
Promise (Net)
1%
4%
8%
13%
27%
24%
20%
16%
60%
0%
0%
6%
6%
19%
35%
21%
19%
75%
0% 20% 40% 60% 80%
my job.
Threat (Net)
Promise (Net)
www.greenbook.org
Fall 2011
37
TRENDS SEEN AS PROMISING
Industry Changes
Base: (507) (107) (400) +/-
% % %
Social media 14% 13% 15% -2%
Advanced research methods 14% 15% 14% +1%
Mobile research 12% 12% 12% -
Data mining, modeling, analysis 9% 8% 10% -2%
Research/online research 7% 4% 8% -4%
Market/marketing research trends 6% 7% 6% +1%
Technology 4% 5% 4% +1%
Neuroscience 3% 1% 4% -3%
Insights 3% 3% 3% -
Web survey/analysis 3% 4% 2% +2%
Text analytics 2% 4% 1% +3%
Behavioral data 2% 1% 2% -1%
Requiring a need for more complex thinkers/
researchers and increased opportunity
2% 3% 1% +2%
Strategy 1% 2% 1% +1%
Base: (431) (94) (337) +/-
% % %
Lack of skills re: resources, methods, tools 16% 21% 15% +6%
DIY - Do it yourself or internal analysis 14% 11% 15% -4%
Social media replacing survey methods 14% 16% 13% +3%
Lack of knowledge of new research methodologies/technological changes 10% 11% 9% +2%
Automation/more sophisticated (mobile, iPad) 6% 5% 7% -2%
Focus on cheap cost 6% 2% 7% -5%
Offshoring/consolidation of research companies 5% 1% 6% -5%
Speeding- up the process w/o looking for quality 5% 7% 4% +3%
Economic conditions/recession 3% 2% 3% -1%
Declining participation rates among respondents, limited access using panels 3% 3% 2% +1%
Traditional methods 1% 1% 1% -
Concerns over CATI 1% - 1% -1%
Base: (138) (30) (108) +/-
% % %
New techniques will not replace traditional / existing research / CATI 21% 17% 22% -5%
Social media is not a concern 20% 17% 20% -3%
Researcher will no longer be needed - just not true 13% 20% 11% +9%
Lack of embracing new technology / should try new ways 12% 13% 11% +2%
Questionable quality of data from online survey 3% - 4% -4%
TRENDS SEEN AS THREATS
EXAGGERATED INDUSTRY OPINIONS
Industry Changes (contd)
www.greenbook.org
Fall 2011
39
Organizational Ratings
Professional Or Trade Associations
You Belong To
Events, Blogs or Groups
You Pay Attention To
Base: (682) (150) (532) +/-
% % %
AMA 44% 48% 42% +6%
MRA 21% 21% 21% -
ESOMAR 20% 14% 22% -8%
CASRO 10% 9% 10% -1%
QRCA 8% 8% 8% -
MRS 7% 5% 8% -3%
MRIA 5% 4% 5% -1%
AAPOR 4% 4% 4% -
ARF 4% 8% 3% +5%
NGMR 3% 2% 3% -1%
AMSRS 3% - 4% -4%
PMRG 2% 5% 2% +3%
SCIP 1% 1% 1% -
AMSRO 1% 1% 1% -
LinkedIn 1% 1% 1% -
AMI 1% - 1% -1%
Base: (553) (126) (427) +/-
% % %
LinkedIn 44% 46% 43% +3%
NGMR 13% 11% 13% -2%
AMA 10% 10% 9% +1%
ESOMAR 7% 5% 8% -3%
Facebook 8% 8% 9% -1%
MRA 7% 6% 7% -1%
MRGA 7% 9% 6% +3%
CASRO 6% 6% 6% -
ARF 4% 4% 4% -
Greenbook 4% 5% 3% +2%
NewMR 4% 2% 4% -2%
Quirks 4% 4% 4% -
Twitter 4% 2% 5% -3%
IIR 2% 3% 2% +1%
Research Club 2% 2% 2% -
Chamber of
Commerce
1% - 1% -1%
Mediapost 1% 2% - +2%
Google+ 1% - 1% -1%
REASONS WHY AN ORGANIZATION, GROUP, OR EVENT STANDS OUT
Base: (364) (78) (286) +/-
% % %
Quality/expertise of people involved 30% 27% 30% -3%
Thought leadership 23% 29% 21% +8%
Quality/expertise of publications/reports 13% 9% 14% -5%
Networking/connections 5% 8% 4% +4%
Code of ethics 4% 4% 4% -
Industry standing 3% 4% 2% +2%
Easy & free 3% 3% 3% -
Impartial/no infuence/hidden agenda/marketing 1% 1% 1% -
Cutting edge (point of views) 1% - 2% -2%
Good training/workshop sessions 1% 1% 1% -
Eye Tracking
Biometric Response
"Apps" based research
Serious Games
NeuroMarketing
Mobile Ethnography
Text Analytics
Crowdsourcing
Prediction Markets
Mobile Surveys
Mobile Qualitative
Online Communities
Note: Among research buyers (n=209) and research suppliers (n=799).
Differences in Research Techniques Ever Used
with last wave
Technology Usage & Opinions
Differences in Research Techniques Ever Used with last wave
GRIT Summer 2011 Page 51
4
5
8
12
15
19
21
27
78
99
121
157
254
365
547
920
1187
1687
2252
3904
Virtual Ethnography
Virtual Focus Groups
Netnography
Facial Scanning
Agent Based Modelling
MROC
Mobile Surveys
Advanced Analytics
Text Analytics
Neuromarketing
Eye Tracking
Serious Games
Big Data
Data Mining
Biometrics
Crowdsourcing
Online Communities
Buzz Count - Log Scale
NetBase Buzz: New Technologies
www.greenbook.org
Fall 2011
41
NetBase Buzz: New Technologies
Share of Buzz
Neuromarketing Negative Themes
Neuromarketing Positive Themes
Technology Usage & Opinions (contd)
www.greenbook.org
Fall 2011
43
Online Communities Negative Themes
Online Communities Positive Themes
Eye Tracking Negative Themes
Eye Tracking Positive Themes
www.greenbook.org
Fall 2011
45
Crowdsourcing Negative Themes
Crowdsourcing Positive Themes
Big Data Negative Themes
Big Data Positive Themes
IMPULSE SURVEY / TOP RATED FACILITIES IN FRANCE!
Focus Group Experts !
for 25 years in Paris !
Why ?!
At Puzzle Paris we understand how difcult !
it can sometimes be to nd a reliable partner
when conducting international research.!
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Who ? !
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AII year IOn, a COmpany's prOIIe In CreenBOOk eneraIes quaIIIed
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