jmrx grit sneak peek v1

GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016

GRIT Sneak Peek

With a focus on Japan

Ray Poynter May 2016


Agenda

• Introduction and Context

• Innovative Suppliers

• The Outlook for MR

• Techniques and Approaches in Use

• Automation

• Training


Background

• 2016 Q1-2 Report is the 19th – due in June

• Global sample of forward thinkers

• N=2144

• Japan, N=108

• Thanks are given to – ‘Shiggy’ Kishikawa &

Tomoko Yoshida


Sample in Context

5%

52% 31%

12%

GRIT N

Japan

NorthAmerica

Europe

RoW

4%

43%

37%

16%

ESOMAR $

Japan

NorthAmerica

Europe

RoW

GRIT, March, April 2016. ESOMAR 2015 GMR Report, Revenue 2014


Buyers and Suppliers

78%

22%

Global

Supplier

Buyer

91%

9%

Japan

Supplier

Buyer

Base: Global 2144, Japan 108


Most Innovative Supplier 2016 Global

1 Brainjuicer

2 Ipsos

3 InSites Consulting

4 Nielsen

5 GFK

6 TNS

7 Vision Critical

8 LRW

9 Millward Brown

10 Google

22 Intage/インテージ

24 Macromill/マクロミル

Japan # Company Global #

1 Intage/インテージ 22

2 Macromill/マクロミル 24

3 Brainjuicer 1

4 Nielsen 4

5 Kantar 16

6 GMO Research 50+

7 Vision Critical 7

8 Google 10

9 Ipsos 2

10 InSites Consulting 3



Sample Quality in Japan to get Worse?

27%

38%

25%

11% 8%

69%

15% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Better Worse Stay the same Not sure

Global

Japan

Question: Is the overall quality of sample going to get better, worse or stay the same over the next three years?



Supplier Revenues Next Year

71%

22%

6%

54%

30%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Increase over last year No change from lastyear

Decrease from lastyear

Global

Japan

Question: How will research-based revenue for your organization this year compare to last year?



New Approaches – Rated ‘In Use’ 74%

61%

48%

45%

44%

42%

39%

36%

35%

34%

31%

61%

44%

35%

49%

31%

30%

29%

45%

9%

21%

8%

Mobile Surveys

Online Communities

Social Media Analytics

Text Analytics

Mobile Qualitative

Webcam-Based Interviews

Big Data Analytics

Eye Tracking

Micro-surveys

Mobile Ethnography

Behavioral Economics Models

Total

Japan


Average ‘In Use’ All 21 Approaches Global & NA 31% Europe 36% Japan 23%


Automation – ‘In Use’ 42%

41%

35%

35%

33%

29%

24%

22%

20%

19%

21%

25%

24%

17%

14%

10%

15%

15%

9%

3%

Analysis of survey data

Charting and infographics

Analysis of text data

Analysis of social media

Sampling

Survey design

Online focus group/IDI moderation

Report writing

Analysis of image and video data

Project design

Global

Japan



Training Skills Most Important to You Training Options Global Japan Difference

Finding the Story in the Data 38% 46% +8%

Data visualization skills 33% 18% -16%

Aligning Business With Research Methods 32% 47% +16%

Emerging Technologies & Methods 31% 19% -13%

Storytelling Skills 31% 12% -19%

Analytical skills and tools 29% 23% -6%

Consulting Skills 28% 35% +7%

Influencing The C-Suite 22% 21% -1%

Study Design 16% 27% +11%

Leadership Skills 13% 9% -4%

Entrepreneur/Intrapreneurship 10% 7% -2%

Project Planning 9% 16% +7%

Participants picked up to 3 items. Base: Global 2144, Japan 108


Big Picture in 5 Points 1. It is great that we have more data from Japan

– Even more would be even better

2. Japan’s major brands are not yet known for innovation overseas – But strong at home

3. Japan is behind North America and Europe in adoption of new techniques and methods – Focus on mobile and new survey thinking

4. The focus on aligning with business needs and consulting is good – More focus on reporting (including data visualisation) would be good

5. Automation focus should be on Project Design, Survey Design, Images, and Reporting,


Thank You!

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Q & A