grit-w13

7/29/2019 GRIT-W13

1/60

GreenBookResearch Industry Trends Report

Winter 2013

GRITreport.org

QU ALIT AT IV E RE SE ARCH

CONSULTANTS ASSOCIATION

GMIA LI GHTSPE ED

RESEARCH

COMPANY

7/29/2019 GRIT-W13

2/60

7/29/2019 GRIT-W13

3/60

Table of ContentsGRIT Report

Winter 2013

Introduction 3

Executive Summary (infographic) 4

Detailed Findings 6Methodology and sample 6Suppliers Optimistic but Clients Less So 7Feelings about the Industry 9The Changing Data Collection Model 12The Drivers of Supplier Selection 15The Quant vs. Qual Dynamic 19Qualitative Research 20Quantitative Research 21

Emerging Technique Adoption 22Continued Mainstreaming of

Communities, Social, Mobile 22Gaps Remain in Delivering on the Future 24

The Evolving Research Organization 26Market Research Firm of the Future 28

The Inuence of Information Sources 30Importance of Sources 31Reach and Inuence 32

What Makes a Source Stand Out? 38Network of Inuence 39

Social Media 40Services Offered 41Adoption Rate 43Information Users 44Business Contribution of Social Media 46Which Suppliers Are Gaining Traction? 47Will Market Research Own Social Media Analytics? 49

Editors Commentary 50

Acknowledgments 54

About GreenBook 54

GRIT Partners 55

Diane LiebensonPublisher, GreenBook

(310) 545-0918

[email protected]

Lukas Pospichal

Managing Director

(212) 849-2753

[email protected]

Leonard F. Murphy

Chief Editor & Principal Consultant

(770) 985-4904

[email protected]

GreenBook | New York AMA Communication Services Inc.

116 East 27th Street, Floor 6

New York, NY 10016

Contacts

Please register at www.GreenBookBlog.org/GRITto receive

an invitation to participate in the next round of the GRIT

survey and to be notied when the next Report is available.

www.greenbook.org

Winter 2013

1

7/29/2019 GRIT-W13

4/60

The most

important opinionwe take into

account isyours.

Anyone. Anytime. Anywhere. Tolunas laser-focus on

your needs - and our dedication to respondent and

sampling excellence - lets you rest assured we can

deliver. Well tap into our respondent community thats

always at the ready, in 39 countries. So you get quality

results, on schedule and on budget, from the innovative

Internet SurveySolutions provider

that pioneered the

industry. At Toluna,

its what makes you

feel like a partner,

not a client.

Survey Respondents

tWell-profiled globalrespondents

tToluna.com

community approach

Survey Solutions

t$VUUJOHFEHFprogramming

t.PCJMFTVSWFZT

t5PMVOB"OBMZUJDT5.

reporting tool

SmartSuiteTM

t4NBSU4FMFDUTM

t4NBSU$PSSFDUTM

t4NBSU$POOFDUTM

Online Communities

t1BOFM1PSUBM5.

t1BOFM1PSUBM5.

$POOFDU'BDFCPPL

integration tool

DIY Surveys

t5PMVOB2VJDL5.

t"VUPNBUF4VSWFZ5.

custom panel &

survey scripting

Customer Experience

Measurementt*OUFSBDUJWF7PJDF

Response

t.PCJMFXFC

Ready to talk?

$all us at 1.866.296.3049 or

visit us.toluna-group.com to put a

world of ideas in your hands.

7/29/2019 GRIT-W13

5/60

7/29/2019 GRIT-W13

6/60

34

be smart listen meet deadlines deliver quality& know how to

/

MROCS

go mainstream,

mobile, social,

Visualization

Analytics

Appsbased

research

Researchgamication

45

42

3845

42

37

38

31

41

21

45

40

30 3034

30

2021

36

32

26

2324

22 22

20

17 17

15

13

Already In use (2012)

h

Exe

cutiv

eSu

mmary

4 GreenBook Research Industry Trends

7/29/2019 GRIT-W13

7/60

7/29/2019 GRIT-W13

8/60

7/29/2019 GRIT-W13

9/60

7/29/2019 GRIT-W13

10/60

www.insites-consulting.com

With over 15 years of experience in online marketing research, InSites Consulting is one of the world

leaders in Research Communities, orCustomer Consulting Boards, as we call them. We build over

150 private online customer communities a year for global clients like AT&T, Heinz, Unilever, Danone,

IKEA, MasterCard, Philips, Microsoft, Coca-Cola and Heineken. Our Global Community Network

allows us to connect with customers in over 30 countries across all continents or simply in your

country. Find out how we can create local relevance for your (global) brands.

New York I Timisoara I London I Rotterdam I Ghent

@InSites

7/29/2019 GRIT-W13

11/60

7/29/2019 GRIT-W13

12/60

0% 10% 20% 30% 40% 50% 60

lients would rather have us observe consumer behavior than

ask questions about it

Clients see traditional primary research as an old fashioned

luxury

I believe that traditional qualitative market research is too

slow and expensive to meet the needs of clients

I believe that traditional quantitative market research is too


'Classic' market research trainingis becomingless relevant to

the practice of market research

Clients prefer shortterm insights to deep understanding ofconsumer markets

Market research is adapting quickly and well to changes in the

consumer environment, such as social media and mobile

Market research is becoming a commodity

Agree

Disagree

Not Sure

0% 10% 20% 30% 40% 50% 60%

ents would rather have us observe consumer behavior than

ask questions about it

Clients see traditional primary research as an old fashioned

luxury

I believe that traditional qualitative market research is too


I believe that traditional quantitative market research is too


Classic' market research trainingis becomingless relevant to

the practice of market research

Clients prefer shortterm insights to deep understanding of

consumer markets

arket research is adapting quickly and well to changes in the

consumer environment, such as social media and mobile

Market research is becoming a commodity

Percent Who Agree

*

Suppliers

Clients

With regard to new methods and skills, the survey

responses were more varied. There was certainly some

acknowledgement and appreciation for emerging

techniques, but there was also a steadfast perception

that the foundational, or traditional, approaches in

market research will not be disappearing any time soon.

Our analysis shows agreement and disagreement with

statements that reflect perceptions about new methods

and new skills in market research.

Perhaps the first thing to note about this area of

exploration is that around 20% to 30% of the sample

responded Not Sure to these statements. This reflects

uncertainty about the future direction of the industry.

A prime example is reflected in the responses to the

statement that Market research is adapting quickly and

well to changes in the consumer environment, such as

social media and mobile data collection. Almost equal

numbers of respondents agreed and disagreed with the

statement (38% vs. 31%, respectively). And nearly as many

were Not sure (31%).

Still, for the most part, survey respondents were unlikely

to be supportive of statements proposing at that the

traditional market research was being marginalized. Over

twice as many respondents disagreed with the statements

the traditional methods were old fashioned, or too slow

to meet the needs of clients than agreed.

There were some noteworthy differences in the responses

of suppliers and clients to the statements about new

methods and skills in market research.

Suppliers were somewhat more likely than clients to feelthat market research is becoming a commodity (48% vs.

37%, respectively). One reasonable interpretation is that

price pressures over recent years have led to perceptions

that the market has tended toward a commodity, and

suppliers who have struggled to maintain margins with

their traditional offerings in the face of these pressures

expressed those beliefs.

Interestingly, clients were more likely to agree that clients

would rather have researchers observe than ask questions.

Big data, social media listening, and similar opportunities

to glean insights from direct observation are likely under

strong consideration among users of market research.

It could be that suppliers do not see this trend as readily

because clients have turned to alternative suppliers, who

are more skilled in these approaches.

But the perception regarding preferences for quality

over speed may simply reflect an internal versus external

attribution. Clients may select their supplier for a project,

or even for long-term work, based substantially on their

belief that the selected vendor can and will produce

high-quality research. That is a given, and the client then

assumes that quality will always be upheld. As pressures

to produce results quickly mount, however, these same

clients may push their suppliers to deliver more quickly.

The supplier only sees those requests for greater speed,

and simply concludes that this is the higher priority.

Feelings About the Industry

New Methods and Skills Issues

Feelings About the Industry

New Methods and Skills Issues Suppliers vs. Clients


7/29/2019 GRIT-W13

13/60

Do Your CustomersHave a Seat at theDecision-making Table?

visioncritical.com/claimyourseat

Imagine having all your customers with you at the decision-making table, providing insights when you

need them. Thats the power of Community Panels.

Serving over 600 global brands, Vision Critical is the world leader in Community Panels. We bring together

the leading consumer insight specialists and the most innovative software developers to deliver precision

market research with the speed and power of online technology. visioncritical.com/claimyourseat

7/29/2019 GRIT-W13

14/60

The Changing Data Collection Model

But opportunities afforded by technological advancements

also prompted changes. These included client demands

for innovation, tablet computers and smartphones and

increased use of mobile communications.

The only client/supplier difference in issues prompting

changes in data collection came from a desire for a more

collaborative process with respondents, cited more

often by suppliers in the GRIT survey. This may reflect

an increasing importance in respondent satisfaction is

survey research. Suppliers may be striving to improve

relationships with their respondent base (particularly in

panel-based research) as a means of reducing churn.

Budgetary concerns were also considered the single issue

with the greatest impact on data collection methods in the

past year, as reflected in the table below. Sample issues

were not selected often as the single most impactful issue.

Issue Prompting Change in Data Collection

Major Changes by Client/Supplier

Budgetary constraints led the list of issues

prompting major changes in data collection

What are clients and suppliers doing to address

these data collection issues? The table here shows the

options selected, broken down by clients/suppliers.

Interestingly, many of the same solutions are under

way or under consideration for both suppliers and

clients. Both groups are exploring new technologiesand methods. And both groups are demanding more

from research staffs, insisting on longer hours from

a reduced workforce, and otherwise responding to

increased pressures to produce.

Survey respondents were asked to indicate what issues

had prompted them to change how they collected data

in the past year.

The chart below shows the percent who indicated

that each issue prompted major change in how they

collected data, broken out for suppliers and clients.

Budgetary constraints led the list of issues prompting

major changes in data collection, as clients andsuppliers alike sought to find the least expensive means

of getting the needed information. And one could argue

that changes in staffing or layoffs, as well as the

economy business growth/slowdown really reflect

the same pressures.


7/29/2019 GRIT-W13

15/60

Client Supplier Net

Client budgetary constraints 9% 19% 17%

Budgetary constraints 22% 8% 10%

The economy, business growth/slowdown 5% 11% 10%

Quality of sample 9% 8% 9%Increased use of tablet computers and smart phones 5% 10% 9%

Client demands for innovation 8% 8% 8%

Increased use of mobile communications 6% 8% 8%

Desire for a more collaborative process with respondents 8% 5% 6%

Other issues 7% 6% 6%

Changes in response rates 4% 6% 6%

Desire to avoid limitations of self-reported attitudes/behaviors 5% 3% 4%

Changes in sample costs 3% 2% 2%

Changes in staffing or layoffs 4% 2% 2%

Availability of non-US sample 1% 2% 2%

Changes in salaries/wages/costs 2% 1% 1%

Availability of US sample 1% 1% 1%

NET 100% 100% 100%

Client Supplier Net

Exploring new methodologies 51% 50% 50%

Exploring new technologies 38% 50% 48%

Doing more with same resources 31% 30% 30%

Exploring new sample resources 13% 25% 23%

Close partnering with quality access panels 15% 22% 21%

Investing in more in-house technology 18% 20% 19%

Working longer hours with less staff 13% 14% 14%

Spending/charging less for the same services 4% 16% 14%

Opening direct channels of communications with customers 16% 11% 12%

Negotiating discounts or shorter timelines with vendors 13% 12% 12%

More diligent validation 6% 11% 11%

Changing ratio of insourcing vs. outsourcing of research functions 17% 10% 11%

Recommending higher respondent incentives 7% 11% 10%

Asking for sacrifices from vendors 13% 8% 9%

Asking for sacrifices from employees 8% 8% 8%

Other 7% 6% 6%

NET 99% 97% 98%

For future success, there is wide recognition that

innovation is key 50% of respondents are exploring

new methodologies, and 48% are exploring new

technologies. Another 19% are investing in more in-

house technology. Expanding sample partnerships

is also important 23% are exploring new sample

resources, and 21% are looking for closer partnering

with access panels. Innovation offers the best possibility

for overcoming data collection issues.

One Issue with Greatest Impact On Data Collection in the Last Year

Steps Taking to Address Data Collection Issues

www.greenbook.org

Winter 2013

13

7/29/2019 GRIT-W13

16/60

,QIRUPDWLRQ

LVWKHRLORIWKHVWFHQWXU\DQGDQDO\WLFVLVWKHFRPEXVWLRQHQJLQH

3HWHU6RQGHUJDDUG

2/

,

JRQJRVFRP

R#JRQJRVFRP

7/29/2019 GRIT-W13

17/60l

l

l

l

GRIT 2012

GRIT 2013

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Has an access panel

Uses the latest statistical/analytical packages

Uses the latest data collection technology

Company is financially stable

Uses sophisticated research technology/strategies

Offers unique methodology or approach

Lowest price

derstands new consumer communications channels & technologiesLength of experience/time in business

Provides data analysis services

Flexibility on changing project parameters

Provides highest data quality

Consultation on best practices and methodology effectiveness

Breadth of experience in the target segment

Good reputation in the industry

Familiarity with the industry or category

High quality analysis

Previous experience with client/supplier

Rapid response to requests

Completes research in an agreed-upon time

Familiarity with client needs

Good relationship with client/supplier

Has knowledgeable staff

Listens well and understands client needs

Percent Top Two Box

GRIT 2012

GRIT 2013

The Drivers of Supplier selection

We asked survey respondents to indicate what was

important to clients when they were selecting suppliers

for their market research needs. The chart below shows

the results from the research supplier perspective, for

both 2012 and 2013 GRIT reports. The bars reflect top two

box percentages (out of five), and they are ordered from

highest to lowest by 2013 numbers.

Perhaps the most remarkable aspect here is the strong

similarity of responses across the two yearly time

periods. None of the 24 attribute ratings differed

significantly from year to year, which suggest two

implications. First, from a supplier perspective, littlehas changed in their sense of how clients select them

for research engagements since last year. And second,

suppliers have a strong and well-established sense of

what is important to their clients.

So what is important? Well the top seven attributes in

the figure all reflect client/supplier relationships and

timing. This is much more of a service mentality than a

capabilities perspective. Listening, responding rapidly,

and being familiar with the clients needs are perceived

as more important than things like sophisticated

research technologies, unique methodologies or high-

quality data.

Supplier Selection Importance to Clients (Supplier Viewpoint)

Listening, responding rapidly, and being familiar with clientsneeds are perceived as more important

www.greenbook.org

Winter 2013

15

7/29/2019 GRIT-W13

18/60

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Has an access panel

Lowest price


Offers unique methodology or approach




Length of experience/time in business


Provides data analysis services

Understands new consumer communications channels & technologies

Flexibility on changing project parameters



Familiarity with the industry or category


Consultation on best practices and methodology effectiveness

Good reputation in the industry




Completes research in an agreed-upon time



Percent Top Two Box

*

*

GRIT 2012

GRIT 2013

*

Looked at a bit differently we see the same attribute

importance ratings from the perspective of clients, and

it is clear that the consistency across the two years with

suppliers is not as strong as it was with clients. In fact,

2 of the 24 ratings differ significantly from year to year.

Listens well and understands client needs fell from

97% to 89% top box, moving it to the #2 spot in terms

of rank order. The attribute that rose significantly in

2013 was Understands new consumer communications

channels and technologies, rising from 52% to 70%

top box. This new focus on channels and technologies

suggests that clients are eager to move into some of the

emerging areas in research.

It is also interesting to compare ratings from the

perspectives of suppliers and clients, that is, looking

across the previous charts. And here we see that

relationships and timing are important to both groups.

The same top seven attributes from the supplier

viewpoint appeared in the top 10 for clients.

Sizable differences stand out for the following attributes

in their 2013 GRIT ratings, however, as shown in Figure 3.3,

these are the attribute ratings that differed by 5% or more

between supplier and client respondents.

Supplier Selection Importance to Clients (Client Viewpoint)

Clients are eager to move into some of theemerging areas in research


7/29/2019 GRIT-W13

19/60

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

Has an access panel





Understands new consumer communications channels & technologies


Lowest price







Percent Top Two Box

Clients

Suppliers

Supplier Selection Importance in 2013 (Clients vs. Suppliers)

The 25 statements measured in terms of importance

in choosing a research supplier (from a clients

perspective) fall into 5 underlying themes:

Delivery and financial stability1.

Knowledge and responsiveness2.

Quality data collection techniques3.

Price and access to market4.

Experience and consultative skills5.

Suppliers believe that traditional attributes are more

important, including experience, analytics, and price.

Clients, on the other hand, rate things like newest

and latest packages, technologies and strategies

more important than do their supplier counterparts.

It might be valuable to consider table stakes and

differentiators here. Clients may feel that price,

experience and analytical capabilities are more

table stakes, and this is what gets suppliers into the

consideration set. So it is important overall, but less of a

differentiator between those ultimately in contention.

Suppliers who are dropped from consideration sets will

necessarily feel that these table stakes are important

determinants of engagements.

www.greenbook.org

Winter 2013

17

7/29/2019 GRIT-W13

20/60

Lowest Price

Less than$100K

$100K - $249K

$250K - $449K

$450K - $749K

$750K - $999K

$1M +

Familiarity with industry

Previous experience with supplier

Provide data analysis services

Use the latestanalyticalpackages

Goodreputation

Also does quantitativeresearch

Has an access panel

Breadth of experience intarget segment


Length of experience/time in busines

Listens well to client needs

Consultation on bestpractices and methodologyeffectiveness

Provides high data quality

Good relationship with supplier

Use the latest

data collectiontechnology

Offers a unique methodology/approach

Usessophisticatedcollection technology/strategies




Completes research on agreed timings

Flexibility on changingproject parameters


Understands new consumercommunication channels &technologies

DELIVERY AND FINANCIAL

STABILITY

KNOWLEDGE &

RESPONSIVENESS

QUALITY DATA COLLECTION

TECHNIQUES

PRICE & ACCESS

TO MARKET

EXPERIENCE &

CONSULTATIVE SKILLS

Looking at these data in a different way using a

multivariate analysis approach yields some very

interesting results. Using a radial landscape map

analysis developed by Bottom Line Analytics, we looked

at the relationship between various supplier attributes

and client budget allocations. The results are very

useful from a messaging targeting perspective.

Client budget size vs. what is considered very important from suppliers

As budgets climb into higher brackets, clients become

concerned with quality of data collection techniques

Smaller budgets (less than $100K), appear to be a highly

associated with lowest price and if the supplier has an

access panel.

As budgets climb into higher brackets, clients become

concerned with quality of data collection techniques.

Budgets of around $450K - $749K appear to have a

higher association with the actual experience and soft

skills suppliers bring with them.

As budgets exceed the $1M mark, relationships with

and financial stability of suppliers appear to be the

most important considerations. Of course, other factors

such as an understanding of latest communications

channels and remaining flexible are important too.


7/29/2019 GRIT-W13

21/60

The Quant vs. Qual Dynamic

Areas with the largest reported growth were social media

research, with 64% seeing slight or strong growth; MROCS,

with 59% growth; and ethnography, with 55% growth.

With considerable attention being paid to Big Data, while

it was the category of the six with the fewest people

reporting growth, it still saw a substantial rise: 35% saw

an increase in data mining in 2012.

Change in quant vs. qual in 2012

Use change 2012

The seesaw between quantitative research and

qualitative research shifted just a bit to quant in 2012: 5%

of respondents said they did a lot more quant in 2012,

compared to 1% who did a lot more qual in 2012. The

other breakdowns were a wash: 25% did more quant, but

another 25% did more qual, and 44% said the balance

between the two stayed the same.

Consistent with this, respondents were somewhat

more likely to report a decline in qualitative research in

the past year than quantitative research: 17% reported

a slight or serious decline for qualitative research,

compared to 12% who reported a decline of quantitativeresearch. On the plus side, 47% reported growth in

qualitative research and 46% reported growth in

quantitative research.

Areas with the largest reported

growth were social media research,

MROCs, and ethnography

Total sample; Unweighted; base n =

286; total n = 2193; 1907 missing

Totalsample;Unweighted;basen=from

101to511;totaln=2193;2092

missing

Qual

Quant

Socialmedia

Datamining

Ethnography

MROC

8%

39%

36%

15%

8%

39%

36%

15%

Strong

growth

Slight

growth

Stable

Slight

decline

Serious

decline

A lot more quant

More quant

Stay the same

More qual

A lot more qual

10%

36%

41%

12%

14%

50%

29%

7%

9%

26%

53%

10%

3%

10%

45%

32%

8%

5%

23%

36%

28%

13%

So far in 2012 how has your use of any of these types of research changed?

www.greenbook.org

Winter 2013

19

7/29/2019 GRIT-W13

22/60

Qualitative Research

Now these days when we say qualitative research and

most people visualize the old stand-by, the in-person

focus group. And that remains the primary qualitative

research methodology, with 60% using a focus group

in the past year compared to the second most-popular

qualitative technique: traditional IDIs (In Depth

Interviews), performed by 45%.

The in-person focus group remains the primary

qualitative research methodology

The original alternative to focus groups, telephone focus

groups, was the least used technique, used by 10% of

respondents, compared to 25% who used chat-based

online focus groups and 15% who used online focus groups

with webcams. Alternatives to focus groups that required

a longer commitment from participants rounded out the

Top 7 qualitative methodologies: 22% usage of bulletin

board studies and 21% usage of online communities.

In contrast to different types of focus groups, when

it comes to different types of IDIs, the preference is

telephone. Rounding out the top three methodologies

were telephone IDIs, performed by 35% of respondents.Only 12% used online IDIs with webcams and only 11% used

text-based/chat online IDIs.

Despite increasing attention to mobile qualitative and

Which types of qual methods have you used this year?

Which of these qualitative data collection

methods have you used most often this year?

social media research, just 18% of respondents had

used mobile qualitative in the past year and only 12%

had done blog monitoring. If the balance in scales

between quant and qual is ever going to shift back

towards qualitative research, it will most likely be due to

increased uptake of these methods.

When it comes to which qualitative technique was

used most often, the relative order was the same as

for the usage rates: 46% did traditional focus groups

most often, 15% traditional IDIs most often and 13%

telephone IDIs. However, organizations using online

qualitative techniques that span multiple days were

disproportionally likely to use those techniques most

often: 7% of respondents use online communities most

often and 5% use bulletin board studies most often.

Total sample; Unweighted; base n = 1372; total n = 2193; 821 missing



7/29/2019 GRIT-W13

23/60

Online surveys continue their domination of quantitative research

Quantitative Research

Online surveys continue their domination of quantitative

research, with 78% of participants in the GRIT study

having engaged in online surveys in the past year. Given

continued concerns about the representativeness of

online research, its no surprise that telephone surveys,

despite their high cost, are used next most often: 44%

were involved in a CATI (Computer Assisted Telephone

Interviewing) project and 7% were involved in an IVR

(Interactive Voice Response) project.

Face-to-face techniques come in third and fourth: 38%

use face-to-face surveys, and 25% use CAPI (Computer

Assisted Personal Interviewing). Breaking into the topfive are mobile surveys, used by 24% of respondents.

Which types of quant methods have you used this year?

Which of these quantitative data collection

methods have you used most often this year?

Rounding out the list of most used quant methods

were mail surveys at 16%, IVR surveys at 7%, automated

measures/people meters at 5%, and biometrics at 4%.

When asking respondents which quantitative data

collection method they use most often, the relative order

corresponds to overall frequency of response for the top

four methods: online surveys were used most often by

66% of respondents, CATI by 13%, face-to-face surveys by

12% and CAPI and mobile surveys each by 2%.



www.greenbook.org

Winter 2013

21

7/29/2019 GRIT-W13

24/60

7/29/2019 GRIT-W13

25/60

Text analytics showed up as fourth among techniques

that will be in used in the future the same ranking

as in last years survey (although with different

question wording). Nearly one-third of respondents see

themselves already using it, and 37% will at least have it

under consideration as a possible technique.

Respondents are least likely to see themselves using

neuro marketing and biometric response in the

future. Indeed, these techniques are still new to many

researchers with 22% saying they arent sure if theyll use

neuro, and the same percentage saying they are unsure

about biometrics. These two were in the bottom of last

years ranking as well. Its possible that traction on these

will grow as more successful case studies are shared in

the marketplace. However, for many researchers the

applicability of these techniques remains fuzzy.

Lastly, its worth noting that visualization analytics

jumped up to number six, from tenth place last year. A

full 54% of respondents believe they will be either using

or considering the technique. With Big Data looming

large in the industry, visualization is one technique

that will prove valuable in finding meaningful patterns

in a sea of varied data points. The higher ranking this

year, in a question with a longer time-horizon, suggests

respondents see potential given enough time for

visualization tools and methods to be honed to fit

researchers needs.

Respondents are least likely to see themselves

using neuro marketing and biometric response

www.greenbook.org

Winter 2013

23

Philadelphia

The world of consumer insightsis changing fast.

Imagine it. See it.

Do it.Philadelphia, PA *June 17th - 18th, 2013Learn more at www.iiex-na.org

7/29/2019 GRIT-W13

26/60

Gaps Remain in Delivering on the Future

For all of the interest in these and other techniques in

the future, there are of course challenges to bridging

the realities of today into a vision for what market

research might look like years from now. We at GRIT

wanted a baseline read on the extent that researchers

feel limited in being able to use certain research

methodologies or techniques. Our results show that

nearly two-thirds of clients feel constrained on this, as

do over half (57%) of suppliers.

Although social media and mobile surveys are two of

the top three techniques researchers plan to use in the

future, respondents also feel they face challenges when

using these techniques today. Thirty-nine percent of

respondents feel constrained in using social media

monitoring currently.

The main issues holding them back are a lack of

knowledge about the technique (44%) and lack of proof

that it works (41%).

Do you ever feel inhibited from using certain types of research methodologies or techniques? It could be for

budgetary reasons time constraints not having enough condence in a technique fears of how it may affect your

data or for any other reason....

Clients Suppliers

No

34% No

43%

Yes

66%

Yes

57%

Segmenting this data by clients vs. suppliers reveals

that 44% of suppliers are skeptical that social media

monitoring works. And, clients drive the latter: a big

62% dont know enough about it to be able to use it.

Although data from these segments should be viewed

as directional, given sample sizes, this gap rings true to

those of us at GRIT who have spent time talking to both

clients and suppliers about social media.

We find that suppliers are generally more cautious

about investing in social media analytics because

quite frankly full-blown case studies and proof

points are hard to come by. Clients are more eager to

explore this technique yet hold off not because they

are skeptical, but because they dont even know where

to begin with selecting a supplier and integrating the

data. While a nuanced distinction, its reflective of the

fact that the industry needs more talent specializing

in social media to help shape best practices around the

technique.

44% of suppliers are skeptical that social media monitoring works

Clients dont know where to begin with

selecting a supplier and integrating the data

As for mobile surveys, the issues are much more

practical. Among the 35% of respondents who feel

limited in being able to use this technique, 44% feel

that its the technological limitations that are holding

them back. While 28% still feel that they dont know

enough about the technique, an equal number cite

logistical reasons as a challenge as well. These practical

issues could be the rate limiting factors that hold

back adoption be it because of limitations to survey

length, logistics around the cost that consumers incur

when using data plans, or the need to cater to multiple

mobile operating systems. Its no secret that we at GRIT

are bullish on mobile, but its clear that suppliers still

have work to do when making this technique more

accessible to the industry at-large.


7/29/2019 GRIT-W13

27/60

0% 10% 20% 30% 40%

Which if any of these types of research do you

feel constrained from using right now

What is holding you back from using.

Its worth noting that, among the techniques we asked

about, research gamification has the biggest hurdles to

overcome, with 41% of respondents feeling constrained

in using this class of techniques. Much like social media

monitoring, respondents feel that gamification is an

unproven technique (37%) that they dont know enough

about (50%). This is especially true for companies with

market research billings/budget under $1 million, in

which 61% of respondents said lack of knowledge was a

limitation for them.

Focus Groups

Online Focus Groups

Telephone

Face to face

Mail

Online

Mobile surveys

Social media monitoring

Text analytics

Crowd sourcing

Research gamication

Online communities

Other techniques

None of these

11%

35%

15%

33%

24%

39%

14%

41%

8%

11%

30%

10%

29%

8%

www.greenbook.org

Winter 2013

25

7/29/2019 GRIT-W13

28/60

The EvolvingResearch Organization

Our data bear this out. 63% percent of clients and 67%

of suppliers we surveyed expect that, five years from

now, the products and services they deliver will have

changed quite a bit, a lot, or tremendously.

It follows, then, that our respondents see a lot of

change coming in terms of the mix of people working

in their organizations. What kind of expertise will

grow their teams? Both clients and suppliers expect

to see more marketing and business strategists,

data integration experts, and social media experts.

Employees who speak more than one language will be

in demand as well.

However, a full 55% of suppliers and 52% of clients

expect fewer field interviewers.

This is especially striking on the supplier side, which

provides the majority of field interviewers for the

industry, signaling two things. First, given that 43%

of these respondents are based in the US and 51% of

their broader organizations are headquartered in

North America, the numbers imply that field work

will continue to move to low-cost countries. Second

and this is the longer-term view researchers of thefuture will simply be doing less interviewer-supported

survey-based research as other data sources are

integrated into the mix and online surveys continue

to increase their share. In fact, in contrast to the

prognosis for field interviews, 54% of suppliers and

51% of clients, see a need for more data collection

experts. In the future, data will still be important; but

where its coming from will change.

Overall, these findings support a main industry

theme from conferences, analysts and journals: the

aspiration to move to a more technology-based set

of tactical skills with a mix of consultative talent to

deliver business-relevant insights.

DIY tools are easily available for both qualitative and

quantitative work. Social media and big data are

potential threats or opportunities for the industry

(depending on ones point of view). Clients want real

insights, and suppliers want to be more than a data

provider. Overall the industry wants to be seen as

more strategic.

Regardless of whether you agree with all of these

statements, its clear that the market research

industry is in flux. The skills and responsibilities of the

market research organization on both the client and

supplier sides must evolve to maintain relevance inan increasingly fast moving, digital marketplace.

Expect to see more marketing and business strategists, data

integration experts, and social media experts

Thinking ahead ve years, how much of a change do you expect inthe kinds of services and products you deliver?

4%

25%

34%

30%

6%

7%

30%

30%

30%

Tremendous

A lot

Quite a bit

Some

Very little

Research buyer

or client

Research provider

or supplier


7/29/2019 GRIT-W13

29/60

Predict the future - What changes do you expect to see in the mix of people working in

your organization in the future?

Clients

Suppliers

Expertsinthemechanics

&tec

hnologiesofdata

collection

Sociologistsor

an

thropologists

Mark

etingstrategists

Proc

ess(i.e.,supply

chain)strategists

Datain

tegrationexperts

Fieldinterviewers

Bilingu

al(orpoly-lingual)

employees

Businessstrategists

Socia

lmediaexperts

16%

Less

Less

?

?

More

More

14%

20%

16%

9%

5%

18%

16%

5%

5%

52%

55%

8%

5%

9%

5%

5%

4%

33%

32%

51%

50%

29%

31%

51%

59%

28%

29%

34%

32%

42%

38%

25%

31%

29%

29%

51%

54%

29%

34%

62%

64%

31%

25%

67%

66%

14%

13%

50%

57%

66%

65%

65%

67%

www.greenbook.org

Winter 2013

27

7/29/2019 GRIT-W13

30/60

Market Research Firm of the Future

The 2013 GRIT survey asked respondents to think

about how they might Create their own new research

company. What are the research techniques they would

choose as specialty areas? And what are the Key selling

points they would select in order to promote the firm?

The graphic on the left shows the techniques selected

as focal points for these hypothetical new research

companies. Respondents could select up to four different

areas of specialty. Responses are sorted by total

combined selections (1st + 2nd + 3rd + 4th choices).

The top three areas of interest for these new researchcompanies were fairly consistent. First, many respondent

selected one or more techniques that incorporated mobile

capabilities. These included mobile surveys, app-based

research, mobile ethnographies, and mobile qualitative.

Given their rapid adoption, it is not surprising to see that

researchers expect substantial demand for MR services on

mobile devices (smartphones and tablets, in particular).

Second, we see a strong contingent of general online

techniques suggested as appropriate for the research firm

of the future. Included in this group are online [overall],

online communities, social media monitoring, and onlinefocus groups. These choices reflect the ongoing trend

to online methods, which often offer relatively fast and

inexpensive means for collecting information.

And the third set of techniques emerging as top

contenders for newly-created research firms can be

classified as completely new or novel data collection

and analytical approaches in the industry. These include

predictive markets, research gamification, virtual

environments, text analytics and crowd sourcing.

Presumably, these would give our newly-created firms

unique value propositions to differentiate themselves in

the competitive landscape.

Researchers expect substantial demand for MR

services on mobile devices

If you were to create your own new research company, what

research techniques would you focus on?


7/29/2019 GRIT-W13

31/60

Traditional research techniques (e.g., focus groups,

telephone, and in-store intercepts) sorted near the

bottom of the list. This was also the case for neuro-

based methods, including facial expression tracking,

eye tracking, and biometric response.

Research techniques selected for inclusion in the

MR firm of the future did not differ dramatically by

type of respondent (supplier vs. client). In fact, there

were only two techniques selected by 5% or more

of one group as a 1st technique to focus on. More

suppliers (14%) selected online as a first technique

than clients (8%). And conversely, more clients (9%)selected text analytics than suppliers (2%).

After identifying the techniques that they might

include in their future research firms, GRIT survey

respondents selected up to 3 selling points for this

new company from among a list of 25 possible

candidates. The list of selling points and associated

selections are shown here.

What is particularly interesting about this list is the

set of four selling points that bubbled to the top of

the list.

Listens well and understands clients needs, the

top-ranked selling point, is definitely a service-related

selling perspective. The next, high quality analysis,

reflects the general capabilities and qualifications

of the firm. The third-ranked item, offers unique

methodology or approach, is a differentiating selling

point. And the fourth, consultation on best practices

and methodology, positions the new firm as an

advisor/consultant, offering much more than simple

data collection and analysis. Taken together, these

selling points suggest a solid, well-rounded company,

but one that is also focused on new and emerging

techniques that will help their clients thrive.

What selling points would you choose for your

new research company?

www.greenbook.org

Winter 2013

29

7/29/2019 GRIT-W13

32/60

7/29/2019 GRIT-W13

33/60

Research buyer or client

Research provider or supplie

Importance of Sources

The study asked participants to rate various potential

sources in terms of how important they were in staying

abreast of developments in research methodologies. The

graphic below shows the percentage describing each

source as important (defined as the top two boxes from

a five point scale). The data is ranked in descending

order of importance to research buyers.

This chart emphasizes the wide range of sources that

are considered important to research buyers and

research providers. The data suggest that the sorts of

research buyers who took part in the GRIT survey are

focused more on information and less on networking

than the research suppliers.

The top four items for research buyers are: webinars

(52%), seminars or conference (49%), industry websites(46%), and white papers (46%).

The top item for research suppliers is Business

networking communities like LinkedIn (51%), which only

ranks seventh for research buyers (with 37% giving it a

top two box rating). White papers, which were in the

top four for research buyers, were rated seventh by the

research suppliers.

The main lesson from this finding is that research

suppliers need to be aware that their preferred

sources of information are not necessarily their clients

preferred sources, and whilst clients might appreciate

good quality information, they dont necessarily want

to network.

Total sample; unweighted; base

n = from 1119 to 1158; total n =

2193; 1074 missing

Research buyers are focused more on

information and less on networking

Staying abreast of developments: Top 2 boxes (out of 5) by Client/Supplier

Industry print journals

Industry websites

Blogs

E-mail delivery of blog

subscriptions

Seminars or conferences

White papers

Webinars or virtual events

Technology websites orpublications

Trade organization events

Business networking communities

like LinkedIn

Social networking sites like

Facebook & Google+

Twitter

29%

46%

24%

37%

49%

46%

52%

39%

32%

37%

16%

13%

31%

47%

31%

32%

42%

33%

42%

41%

33%

51%

18%

16%

www.greenbook.org

Winter 2013

31

7/29/2019 GRIT-W13

34/60

7/29/2019 GRIT-W13

35/60

AMSRS

ASIA

LinkedIn ESOMAR

Face book

MRS UK

GRIT

EphMRA

MrWeb

Research Live

Research Club

AQR UKEUROPE

BVM

MOA

Next Generation MR

US

CASRO

MRA

QRCA

Twitter

AMA

MRGAQUIRKS

TMRE

MRIA

ARPOR

PBIRGIIR

ARF

GREENBOOK/GB BLOG

ICG

AMSRO

MREB

MSPA

NEW MR

PMRG

AQR

MOA

ANA

AEDEMO

MRSI

SCIP

Bubble size represents relative % mentions

The top two sources cited are the most clearly global

in their approach, ESOAMR as the most global of the

research bodies and LinkedIn, which is ranked by Alexa.

com as the 14th most visited site globally. Seven of the

next eight have a strong association with the USA,

which is where about four-tenths of the respondents

are based (and where, according to ESOMAR 2012

report, about three-tenths of all the worlds research

dollars are spent).

The one non-global/non-USA entry on the top ten is the

Canadian research society MRIA.

The graphic below shows the key sources cited in the study

in terms of whether they are more associated with Europe,

Asia, or US, in terms of the numbers of mentions.

Map produced by Bottom-

Line Analytics, showing

the association, in terms of

numbers of mentions, betweenlocation and sources.

We see here that there are essentially two groups of

sources; one more associated with US and one more

associated with Europe (note: MOA is the Dutch

market research society, EphMRA is the European

Pharmaceutical Research Association, and BVM is the

German society).

The two sources with the highest number of mentions,

ESOMAR and LinkedIn are both outside these two

groups, lying between US and Europe which may in

part explain their strength.

The map also shows the weakness of Asia, in terms

of sources of information. AMSRS is the Australian

research society and presumably only reflects one

aspect of the whole Asia-Pacific region.

Key information sources for global research community

www.greenbook.org

Winter 2013

33

7/29/2019 GRIT-W13

36/60

7/29/2019 GRIT-W13

37/60

7/29/2019 GRIT-W13

38/60

Inuence and reach data, ranked by *net index of inuence

RankInformation

source

Influence

Score

Total

Mentions

Net

Index

1 ESOMAR 7 2737 63

2 LinkedIn 6.6 1930 37

3 QRCA 7.9 951 29

4 GreenBook / GB Blog 7.7 935 27

5 MRA 6.7 1272 25

6 AMA 6.1 1711 25

7 CASRO 7.1 691 16

8 MRS 6.1 948 13

9 Quirks 7.5 472 12

10 ARF 7.1 421 9

11 MRIA 6.3 551 9

12 AMSRS 6.9 368 7

13 IIR 7 182 3

14 NewMR 6.8 178 3

15 NGMR 6.7 182 3

16 AAPOR 7.3 146 3

17 GRIT 8.5 110 3

18 Twitter 6.6 171 3

19 AQR 6.3 184 2

20 PMRG 6.4 173 2

21 Research Live 8.1 89 2

22 Facebook 6.5 124 2

23 TMRE 6.4 108 1

24 MOA 6.3 101 1

25 ICG 7.6 68 1

26 mrWeb 6.4 77 1

27 AMSRO 7.2 65 1

28 BVM 5.8 93 1

29 EphMRA 5.4 102 1

30 MREB 7 56 0

Rating of influence from sources mentioned, 0=not influential, 10=extremely influential.


7/29/2019 GRIT-W13

39/60

NGMR

AQR

ESOMAR

LinkedIn

QRCA

GreenBook blog

MRA

AMA

CASRO

MRS

QuirksARF

MRIA

AMSRS

IIR

NewMR

AAPOR

Twitter

PMRG

4.00

4.50

5.00

5.50

6.00

6.50

7.00

7.50

8.00

8.50

9.00

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800

GRIT

Influence

Score

Total Mentions (Reach)Median = 446

Median = 6.85

Bubble size represents the relative Net Index

Low Influence /High Reach

Low Influence /Low Reach

High Influence /

Low Reach

High Influence /

High Reach

In terms of net influence, combining the influence

score with the reach, the picture becomes clearer.

ESOMAR are well ahead of the pack, reflecting their

more aggressive recent agenda, combining global

events (e.g. holding their first Congress in the USA),

active social media, webinars, and a revamped

blogging and news network.

Second place goes to LinkedIn, which reflects a

multiplicity of approaches, for example ESOMAR has

an active LinkedIn group, as do most of the top sources

listed in this table. So, the LinkedIn score will be a net of

many groups, discussions, and the inherent networking

offered by LinkedIn.

Just four sources are listed as having an index in the

20s, QRCA, GreenBook / GB Blog, MRA, and AMA. All four

have a strong American association, which reflects both

the large number of people from America in the sample

AND the fact that the USA is by far the largest market

research market (according to the 2012 ESMAR report,

the USA is 31% of all research spend, with the next

country, Germany, being just 10%).

Following along with our analysis approach used in

the 2011 report on this topic, we have below a quadrant

map that illustrates the interrelationship between

reach and influence graphically.

*The Net index is calculated by re-scaling the Influence scores so that they range from 0 to 10 and the reach scores so they range from 0 to

10 and multiplying these together. The highest possible score would be 100, if the source with the highest reach had also had the highest

influence score.

Infuence vs. Reach

www.greenbook.org

Winter 2013

37

7/29/2019 GRIT-W13

40/60

What Makes a Source Stand Out?

Participants in the study were also asked to type in

the What factors make a research organization, blog

or community stand out for you as influential and

authoritative?Above is a word cloud based on the

responses to this question.

The word cloud has a clear hierarchy in it, which might

help guide sources seeking to be more influential:

Thinking and expertise are mentioned the most 1.

researchers want serious information.

Provocative and innovation come next people2.

want to be challenged and they want to hear about

new things.

Next come quality, articles, methods, scholarly, and3.

papers all signs that people do not want to waste

their scarce time of sources that are not focused

on proper research and which are presented in analmost educational fashion.

Only behind these three do networking and4.

discussions make an appearance in the hierarchy.

Thinking and expertise are mentioned the most

researchers want serious information


PhiladelphiaThe world of consumer insightsis changing fast.

Imagine it. See it.Do it.

Philadelphia, PA *June 17th - 18th, 2013Learn more at www.iiex-na.org

7/29/2019 GRIT-W13

41/60

7/29/2019 GRIT-W13

42/60

7/29/2019 GRIT-W13

43/60

Facebook

Twitter

Online communities

Google+

Branded customer communities

Individual blogs

Ratings sites like Yelp!

Communities formed to support market research (MROCS)

Retail customer exchange platforms like Amazon or Best Buy

Geo-location platforms like Foursquare

YES 73%

NO 27%

0% 10% 20% 30% 40% 50% 60% 70% 80%

That said, in terms of revenue contribution, social

media research is a paltry 12%

Since we know that social media analytics is a multi-

billion dollar industry, we believe there are several

possible explanations for this disparity:

The GRIT sample has a disproportionately higher1.

number of early adopters offering social media

analytics (certainly possible)

More companies may be offering social media2.

analytics but research buyers are not looking to

traditional research suppliers for these services

(reinforced by our findings earlier in this report)

Suppliers have not successfully scaled this offering.3.

What is also interesting is that to more than half of

interviewees (clients and suppliers combined), social

media usually means #1 Facebook followed by #2

Twitter with all other platforms tailing into the sunset.

This may not be a surprise, but it does suggest that not

all platforms are a focus and this finding can have big

implications to social marketers.

We will keep an eye on this one as trends continue to

develop and will hopefully paint a clearer picture on

how much effort you should consider putting against

each platform over time.

Services Offered

Lets begin by understanding how many Market

Research (MR) suppliers are providing social media

monitoring. The chart on the right shows that two-

thirds of MR suppliers are providing some social media

monitoring or analysis to their clients. This means that

within the world of MR, offering Social Media services is

already standard practice.

Two-thirds of MR suppliers are

providing some social media

monitoring or analysis to their clients

12%

88%

Revenue from social media

Revenue from other

9%22%65%

57%

32%

30%

26%

20%

15%

14%

14%

10%

30%

38%

30%

35%

34%

31%

28%

34%

29%

11%

24%

30%

28%

33%

41%

34%

36%

44%

6%

10%

11%

13%

13%

23%

16%

17%

Do you provide social media monitoring or analysis?

Denitely

Probably

Maybe

Unlikely

www.greenbook.org

Winter 2013

41

7/29/2019 GRIT-W13

44/60

7/29/2019 GRIT-W13

45/60

North America 50%

Europe 27%

Asia/Australasia 15%

Other 8%

Dont know 0%

0% 10% 20% 30% 40% 50%

2 years

3 years

4 years or more

1 year

Less than 1 year

Setting up a program now

We do not monitor or

analyze social media to

my knowledge

Adoption Rate

Our belief based on secondary research and experience is

that change is imminentparticularly when we consider

that just over half (51%) of all social data collected is from

North America and this percentage is 2X larger than the

next market which happens to be Europe.

Considering the way global brands and economies are

expanding and developing in the BRIC countries and

elsewhere, it is likely that emphasis could be placed on

companies that can provide solutions across borders

and ponds in the coming years. This could mean

analytical capabilities in different languages (clustering,

segmentations on-the-fly, or text analysis among many

others).

While social media has been integrated into the

corporate lexicon and is seemingly mentioned at least

once in every meeting, conducting or commissioning

social media monitoring or analysis is relatively new.

About a third (or 30%) of organizations have been

actively engaged with it but only within the last 2 years

even the early adopters started only 3-4 years ago

(2009-10) as shown below.

Obviously social media has been around longer than

that so these results could mean that expertise and

tools had to catch up before engaging into social media

or that respondents may have been waiting on the

sidelines for the social dust to settle prior to investing

time or money. Either way, these results suggest that

social media as it relates to MR may still be in its

infancy and could still experience significant change in

the years ahead.

Conducting or commissioning social media

monitoring or analysis is relatively new

How long has your company been conducting or

commissioning social media monitoring and analysis?

What percentage of your research data was

collected in each of the following?

www.greenbook.org

Winter 2013

43

7/29/2019 GRIT-W13

46/60

7/29/2019 GRIT-W13

47/60

Lets talk > www.hotspex.com/redpill

The story ends.Disruptive innovation. Transformational value.

Renewed purpose.

YOUR CHOICE...

7/29/2019 GRIT-W13

48/60

7/29/2019 GRIT-W13

49/60

Which Suppliers Are Gaining Traction?

We asked GRIT respondents a series of brand awareness

questions about leading companies. In the table below

we look at the ten best known by both client and

supplier respondents.

What is interesting here is that none of the companies

achieve more than 50% brand recognition across

either group. On the Buyer side those two are Crimson

Hexagon and Visible Technologies, neither of which

appear on the Supplier list and are replaced by Alterian

and Conversition.

Interestingly, None of These was selected by 15% of

clients and 20% of suppliers.

Certainly an obvious conclusion here is that some

firms have done a better job than others in marketing

themselves to insights professionals on different

sides of the table, but we think there are two more

forces at work:

Insights professionals are not paying attention to1.

information sources (events, websites, etc..) in which

these companies are highly visible

These companies are not targeting insights2.

organizations, instead engaging with Business

Intelligence, IT, or Marketing decision makers. They

dont consider MR as part of their target. This is

suggested by the organizational decision making

fragmentation observed earlier.

Perhaps this finding is driven by where within the

organization social media analytics lives. As seen in

this chart, Marketing and Branding seem to be driving

the usage of this technique.

Perhaps as market research organizations transition

into more experimental modes well see greater

strategic adoption and deployment.

We suspect both issues are at play, and as long as that

dynamic exists it will be very challenging for insights

organizations to truly own social media analytics.

Research buyer or client Research provider or supplier

Buzzmetrics 50% Buzzmetrics 49%

Radian6 48% Radian6 42%

Cymfony 25% SAS 26%

SAS 24% Cymfony 23%

Netbase 20% Netbase 22%

Sysomos 20% Brandwatch 17%

Brandwatch 16% Alterian 17%

Clarabridge 16% Conversition 16%

Crimson Hexagon 14% Clarabridge 14%

Visible Technologies 14% Sysomos 12%

Proportion of social media monitoring commissioned by department

www.greenbook.org

Winter 2013

47

7/29/2019 GRIT-W13

50/60

7/29/2019 GRIT-W13

51/60

7/29/2019 GRIT-W13

52/60

While the purpose of the GRIT Report is to present survey ndings, we also

believe that its helpful to offer an editorial position on the implications of

these ndings.

With that in mind we are including a new section written by Leonard

Murphy, GreenBooks Chief Editor, who shares his take on what it all

means. Lennys piece isnt meant to be reective of the opinions of

everyone involved with GRIT; its based on a combination of his own

experience, GRIT data, additional information sources, and yes, intuition.

We think that youll nd the following commentary valuable, interesting,

and thought-provoking. We hope youll agree.

Lukas Pospichal

Managing Director, GreenBook

Editors

Commentary


7/29/2019 GRIT-W13

53/60

7/29/2019 GRIT-W13

54/60

So where is the opportunity? What path can insights

firms walk to be viable in the future? The winners will

be firms skilled in applying the techniques mentioned

above, but also experimenting with emerging methods

made possible by technological advancements.

Successful contenders will likely:

Own proprietary data sources

Have deeply integrated norms or benchmarks

Offer technology that collects and delivers multiple

data streams

Develop pure-play insight consultancies

Focus exclusively on innovative qualitative research

Specialize in high-end analytics and data modeling

Address high-value niche markets

The future of the market research industry simply is

NOT based on data collection as a driver of business,

and that is a big problem for many of the current

suppliers. Its also going to be a big adjustment

for clients who are accustomed to the status quo.

Everything from employee profiles to business models,

research designs to budgets, and analysis to business

impact will evolve as a result of this transformation.

The Emerging Research Paradigm

Here at GRIT we have set ourselves the goal of stepping

back, taking a look at the current state of play in the

wider world of the digital era, and assessing where the

real value of insights organizations is delivered.

The notion of the market research (insights)

organization as the collector and keeper of data is

no longer a sustainable value proposition. That

function has been largely disintermediated: asking,

observing, listening, monitoring, tracking, metering,

and analyzing simply are not the sole purview of

the traditional research players. Furthermore, while

research organizations will continue to play a role in

those things, building or maintaining a business model

based only on these methods will be insufficient.

We now have Google, Twitter and Facebook with

research offerings, and we suspect LinkedIn and/or

Salesforce will make another foray into the space soon.

And we are seeing companies like Citi and Verizon

launching analytical products based on their internal

data, a new employee sentiment product by social

platform Wayin, as well as a new consumer-facing and

research-centric data bank offering by Tesco.

If the entrance of new technology-centric data

providers isnt a loud enough clarion call, we also

have the increasing movement of business & strategy

consulting firms in-sourcing their insights functions or

establishing close partnerships with new researchproviders to offer their clients a robust and business-

issue focused research capability. Two key pieces of the

insights value chain data collection and analysis have

New Entrants, New Opportunities

been disrupted by multiple new players who are staking

their claim to various pieces of the previous domain of

market research. And with the growth of social media

analytics being a significant new trend, traditional

research is being redefined before our very eyes.

There is a realization in the business community that

insights do not arise solely as a product of traditional

research models. Instead, these new platforms are

providing tools for discovery and ideation that are

faster, more unexpected, more customer-focused and

quite often, more productive than existing approaches.

The game has changed, and the pace of change is

only accelerating.

Data collection

and analysis

have been

disrupted by

multiple new

players who are

staking their

claim to various

pieces of market

research

The notion of the market research organization as the

collector and keeper of data is no longer sustainable.

That function has been largely disintermediated


7/29/2019 GRIT-W13

55/60

The bottom line is if you are a market researcher, and

especially if you are in a senior role within a supplier

organization, you must adapt and get ahead of the

curve or face marginalization and eventual irrelevance.

To bring that idea full circle we believe that what well

see evolve over the next few years is a set of four broad

insight approaches that collectively will fuel brand

relationship development:

Advanced analytics fueled by big data models1.

that will tell the bulk of who, what, where & how

consumers think, feel and act. We include in this

group many different data channels, such as CRM,

POS, search, social media, mobile, geolocation, video,facial scanning, media metering, and macro-polling/

ratings. Panel companies that embrace social may

fit here as well, as will social listening and text

analytics. Not much of this will come from the

insights space, although some traditional researcher

skills will be appropriate for the data synthesis and

analysis aspects in the model.

Traditional research (quant/qual) to fill in gaps of2.

information among specific groups or on topics that

a deeper dive is necessary to help get closer to the

why. This may largely be delivered by companies

like Google, Facebook, Twitter, and a variety of DIYapplications. Companies that have proprietary data,

specialized techniques, niche experience, or data

currencies will also fit into this category.

Firms that develop methods for estimating the3.

representative nature of insights emerging from

various big-data sources. Decades of scientific

scrutiny have ensured that traditional methods

most notably the sample survey produce findings

that can be projected to larger populations. How will

the same oversight be applied in these new spaces

so that decisions can be made with confidence?

The rise of the Insight Consultancies. These firms4.

will be a mix of strategy consultancies for high-

level enterprise planning and more specialized

organizations that focus on creating business impact

via insight-fueled consumer relationships. Ultimately

these companies will answer the why informed by

the big data and research channels. They will be the

true conduit for generating competitive advantage

for brands, and will hold a position of influence and

prestige within client organizations.

We dont own the process or the access anymore; it has

been democratized via new technology platforms that

can do much of what we do cheaper, faster, and yes,

even better in many circumstances.

While that may all sound grim, the reality, in our view,

is anything but. We foresee the role of research likely to

increase in importance in this new data-driven future.

That said, the business model and value proposition is

likely very different.

On the business model front, we will likely see a

meaningful decline in traditional quantitative researchrevenue over the next 3-5 years. The sample survey as

the key driver of revenue will certainly be replaced in

settings where observational methods can provide

many of the insights that ask-based survey methods

have long supplied. Why ask hundreds, or even

thousands, of consumers to expound on their behaviors

and motivations when well-conceived analytical tools

can derive the same insights from existing, readily-

available pools of data?

Firms that own deep, client-side proprietary data

sources like (insert Honomichl 10 Company NameHere), or who operate in environments where asking

for opinions and other feedback is the only option, will

continue to persevere. But even those companies may

not be exempt from market trends that favor faster,

cheaper approaches for much longer, as the same

forces impacting ad hoc research make their presence

felt there, and new ways to access data that can deliver

more holistic insights emerge.

That means that the future business models of

suppliers will be largely driven by emerging approaches

and qualitative research combined with the insight

consultancy position. That is good news for many

small to mid-size suppliers but not so good news to

todays larger players. It will be a sea change for us all

and the shake-up is starting already.

We will continue to use the GRIT study as a central

means of testing our hypotheses and tracking these

potential shifts.

If you are a market researcher, you must

adapt and get ahead of the curve or face

marginalization and eventual irrelevance

www.greenbook.org

Winter 2013

53

7/29/2019 GRIT-W13

56/60

Concept originator, GRIT Executive

Editor:

Leonard Murphy GreenBook

Questionnaire Authors:

Bill Weylock Gen2 Advisors

David Bernstein Gen2 Advisors

Jason Brownlee Dollywagon

Jon Puleston GMI Interactive

Todd Powers ARF

Design consultation:

David Johnson Decooda

Gregg Archibald Gen2 Advisors

Lukas Pospichal GreenBook

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 oftargeted media.

The GreenBook media platform includes the flagship

GreenBook Directory, GreenBook Blog, Insight Innovation

Forum, New Qualitative Research Guide & Directory, a

Webinar Program, and a bi-weekly email newsletter.

Our publishing program provides stimulating, practical,

and timely content on topics and issues relevant to the

industry.

www.GreenBook.org | www.GreenBookBLOG.org

www.NewQualitative.org | www.InsightInnovation.org

Diane Liebenson, Publisher

[email protected] | tel: 310.545.0918

Acknowledgments

About GreenBook

Sample Providers:

ARIA, BAQMaR, Google Consumer Surveys,

GreenBook, Insight Innovation Forum (LinkedIn

Group), International Market Research Society,

iQual, MRIA-ARIM, NewMR, NGMR (LinkedIn

Group), QRCA, The Research Club

Data collection:

Dollywagon

GMI Interactive

Google Consumer Surveys

Data Processing:

Decooda

GMI Interactive

Q Research Software

Translations:

Localspeak

Online dashboard:

Q Research Software

Report Authors:

Bill Weylock Gen2 Advisors

Jeffrey Henning Researchscape

Leonard Murphy GreenBook

Masood Akhtar Bottom Line Analytics

Ruben Alcaraz Nestle-Purina

Tamara Barber Consultant

Todd Powers ARF

Publication:

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 proles of research

rms including their specialties, recent blog posts,

case studies, articles, videos, etc.

GreenBook is helping market research companies

better demonstrate their strengths and capabilities to

generate more qualied leads.

Please register at www.GreenBookBlog.org/GRIT to receive an

invitation to participate in the next round of the GRIT survey

and to be notied when the next Report is available.


Ray Poynter Vision Critical

7/29/2019 GRIT-W13

57/60

Advertising Research Foundation

The ARF is dedicated to aggregating, creating, and distributing

research-based knowledge that helps members make better

advertising decisions. The ARF brings all industry members to the

same table for strategic collaboration.

www.thearf.org

ARIA

The mission of the Americas Research Industry Alliance is to support

and improve the business and integrity of market, opinion, and

social research through collaborative effort and mutual support

among national market research associations.www.ariaalliance.org

BAQMaR

BAQMaR is the Belgian Association for Quantitative & Qualitative

Marketing Research. Our events take place in Belgium, but when it

comes to online we act on a global scale.

www.baqmar.eu

IMRS

The main focus of the International Market Research Society is on

delivering value to the clients, improving productivity throughout

the research process, data quality management, and rigorous cost

control.

www.uniresearch.info

Insight Innovation Forum

The Insight Innovation Forum is a LinkedIn group actively managed

by GreenBook. Its mission is to enable learning and open discussion

of all aspects of market research & insight innovation.

www.linkedin.com/groups?gid=41051

MRIA-ARIM

The Marketing Research and Intelligence Association represents all

sectors of the market intelligence and survey research industry in

Canada and is its single authoritative voice.

www.mria-arim.ca

NewMR

NewMR is a collaborative endeavor whose mission is to co-create

the future of Market Research. The primary expressions of this

mission are the Festival of NewMR, Radio NewMR, virtual events

and one of the most highly regarded MR LinkedIn groups.www.newmr.org

Next Gen Market Research (NGMR)

The market has changed, the customers have changed, why should

consumer insight be the same?

NGMR is an invitation-only group for analytics professionals who

want more than traditional market research.

www.linkedin.com/groups?gid=31804 www.nextgenmr.com

QRCA

The Qualitative Research Consultants Association is a vibrant global

organization of qualitative researchers immersed in the most exciting

work being done in the field. QRCA offers exciting opportunities to

connect and stay current on the latest in qualitative research.

www.qrca.org

The Research Club

The Research Club organizes free social events for everyone

involved in the market research industry. Come along and make

new contacts, catch up with former colleagues, and develop new

opportunities. We know youll have a great time!

www.TheResearchClub.com

Media Partners

www.greenbook.org

Winter 2013

55

QUALITATIVE RESEARCH

CONSULTANTS ASSOCIATION

7/29/2019 GRIT-W13

58/60

Anderson Analytics - OdinText

No other software firm within the marketing research domain

has more experience with unstructured (text) data. Our patent-

pending SaaS text analytics platform OdinText is used to quickly

analyze unstructured data ranging from large scale VoC surveys to

customer call center logs/emails or social media data.

www.andersonanalytics.com / www.odintext.com

Bottom-Line Analytics LLC

Full-service analytics consultancy offering media mix optimization,

brand equity modeling, KPI dashboard development, cutting edge

social media analytics and customer segmentation. Our consultants

have a total of over 100 years of direct analytics experience with

major global blue-chips.www.bottomlineanalytics.com

Decooda

Decooda enables brands to monitor conversations in real-time to

detect emotions and predict behaviors across all social media and

enterprise content. We help you learn how emotions impact how

customers think, feel, and act towards products, and how those

thoughts and feelings translate into behavior.

www.decooda.com

Dollywagon

Dollywagon is based in the UK and blends classic media research

expertise with cutting-edge science. Weve developed the

Influence Engine system, which pin-points key thought-leaders and

influencers within any given market sector. The Influence Engine

powers the Market Research Industry #MRX Twitter Influence Index

published monthly by Research Live.

www.dollywagon.com

Gen2 Advisors

Gen2 Advisors tackle the issues generating the most change, the

most exciting opportunities and the greatest traumas for insights

organizations. Through reports, advisory services, and consulting,

we lay out the new ways of solving marketing problems. At Gen2

Advisors, we concentrate our business on whats happening in

insights. Nothing more, nothing less.

www.gen2advisors.com

GMI Interactive

From intelligent sampling to survey engagement software to

sample management and custom reporting, GMI adds value at

every stage of the research process. With millions of deeply profiled

double opt-in panelists across 40 proprietary panels, GMI offers a

wide range of respondent access in a single, trusted partner.

www.gmi-mr.com

Google Consumer Surveys

Google Consumer Surveys allows you to easily create online

surveys. Users complete survey questions in order to access high

quality content around the web. Google automatically aggregates

and analyzes responses, providing the data back to you through a

simple online interface.

www.google.com/insights/consumersurveys

iQual

iQual is an innovative Arab market research and consultancy

applying the newest technologies, tools and methodologies.

We partner with global organizations with an objective to

bring WHAT MATTERS MOST to your business through creative

interpretation of insights.

www.iqual.com

Localspeak

Global cultural and language strategist partner to research,

marketing, social media and branding firms. Native language

data coding, analytics, translation, social media tracking and data

mapping. Supply native language social data in 45 languages.

www.localspeak.com

Q Research Software

Q is a replacement for SPSS, WinCross and other traditional

research analysis programs. Q massively reduces the time taken to

conduct reporting by automating basic data re-coding and being

fully integrated with Office.

www.q-researchsoftware.com

Second Prism

SecondPrism is an advanced mobile analytics and visualization

platform for analysts, decision makers and researchers. With an

emphasis on simplicity and engagement, SecondPrism integrates

easily with SaaS data providers and delivers business information

thats actionable.

www.secondprism.com

Research & Production Partners


GMIA LIGH TSPEED

RESEARCH

COMPANY

7/29/2019 GRIT-W13

59/60

7/29/2019 GRIT-W13

60/60

grit-w13

Documents