GRIT Fall 2011 Full Report (incl all charts)

GreenBookResearch Industry Trends

Report

Fall 2011

www.GreenBookBlog.org/GRIT

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PRODUCTS AND PURCHASESPurchasing habits offer insights into consumers’ preferences, lifestyles, and hobbies. Find out what they buy and how they shop.

BEAUTYQVCHSNSephora UltaPure BeautyBath & Body WorksVictoria’s SecretMary Kay

CONVENIENCE76 Conoco / Phillips667-ElevenAM PMBP AmocoCaseyChevron TexacoCircleKCumberland FarmsExxon Mobile On the RunHoliday StationKwik TripQuick TripRaceTrac RaceWaySheetzShellSpeedway Super AmericaWawa

DISCOUNTBig LotsKmartSam’s ClubSuper KmartSuper TargetTargetWalmartShopko

DOLLAR STOREDollar Tree Family DollarDollar General

FLORALBedding plantsBulbsBushes/treesFreshly cutPerennial outdoorPlants (indoor/outdoor)Seeds

GROCERY NETWORK

KrogerDelhaizeSafewaySupervaluAhold

GROCERYAcmeAlbertsonsBakersBasha’sBiggsBiloBloomBodegasBottom Dollar FoodBristol FarmsBruno’sCarrsCity MarketCub FoodsDillonsDominick’sFarm FreshFood CoFood 4 LessFood LionFred MeyerFrysGenuardi’sGerbesGiant EagleGiant FoodHanna FordHarveysHebHeinen’sHilanderHornbachersIngles MarketsJay C FoodJewelKing SoopersKrogerLuckyMarsh SupermarketsMartinsMeijerOwensPathmarkPavilionsPaylessPublixQFCRalphsRandallsRoundy’sSafeway Save A Lot Scotts Food

Shaw StarShawsShop N SaveShoppers FoodShopriteSmith’s FoodStop N ShopSunflowerSupervaluSweetbay Kash N KarryTom ThumbTopsTrader Joe’sVonsWakefernWegmansWeisWhole FoodsWild Oats

HOUSEHOLD PRODUCTS Air freshenersAluminum foilBatteries (type/frequency)Battery operated toothbrushesCandlesCharcoalClear plastic wrapCloth diapersColored paper baking cupsDisposable diapersGreeting cardsKid’s vitaminsMotor oilOven bagsPaper products (toilet paper, napkins, paper towels, baking cups)Pet food type (natural, organic, reg.)Plastic food storage bagsScented candlesTobacco (regular and smokeless)Vitamins (or multivitamins)Water filtersWax paper

PERSONAL CAREContraceptivesCough syrupDental care productsEye/contact lens care productsEyewear (glasses/contact lenses)Feminine care products (pads, panty liners)Foot care productsHaircut kitHearing aidIncontinence pads/garmentsLaxativesTeeth whitening

RETAIL

Banana RepublicDillardsExpressH&MHSNJCPenneyJCrewKohl’sLimitedLLBeanMacy’sMaysNeiman MarcusNordstromOld NavyPatagoniaRossSaksSearsSteinmartThe Gap

RETAIL STORESClothes specialtyClubConvenience storeDepartmentDiscountDollar/Drug Grocery/Grocery netSpecialty

SPECIALTYAmazonAdvance AutoAutozoneBarnes & NobleBed Bath & BeyondBest BuyBordersCircuit CityFoot LockerGapBodyHome DepotLowe’sOffice DepotOffice MaxPayless ShoesPepBoysPetcoPetsmartRadio ShackREIStaplesToys “R” Us

HOME AND VEHICLESFrom the urban apartment dweller to the suburban homeowner, we’ve profiled our panel on everything from residence type to car, boat, and motorcycle ownership.

HOMEBathroom ventilationCentral vacuum Home owners Lawn careLawn fertizerOutdoor grill Home renters

VEHICLESAll-terrain vehicle ownershipAuto DVD Auto (make, model, new/used,

segment)Auto, number in householdAuto, purchased/leasedAuto, purchase intent (plan to acquire/ model)Boat ownershipMotorcycle (make, model, new/used, segment)Motorcycle, number in householdMotorcycle, purchased/leasedSnowmobile ownership

INTERNET AND TECHNOLOGYWhat activities are people doing online? Find out how, when, where, and why people get connected.

INTERNET ACCESS LOCATIONS

Business locationHomeInternet caféLibrarySchool

ONLINE BEHAVIORBrowserFlash-enabled computer Hours per weekInternet connection speedOnline purchase frequencyOnline tenureSocial networkingSurf Internet frequencyWireless data function interest level

COMPUTERComputer memoryProcessor speed Operating systems

ELECTRONICS AND MEDIABlackBerry wireless deviceCable TVCD player Cellular phoneComputer typeDigital cableDigital cameraDVD player (portable, auto)DVD/VCR combo playerDVR (TiVo, other) E-readerGaming consoleHDTVHome security systemHome theateriPhoneLCDLEDMP3 playerPhoto printer (types)Photo print frequencyPlasma-screen TVSatellite dishSatellite radioStand-alone DVD playerStandard TV Tablet (iPad)Video cameraWiFi

LIFESTYLE AND ACTIVITIESLearn how people with different lifestyles spend their leisure time, ranging from organized activitiesto weekend entertainment.

TRAVELAir travel - leisure/businessCruise - leisure/business Frequent-flyer memberHotel - leisure/businessHotel loyaltyRental car - leisure business

PETS CatDog

HEALTH AND MEDICALReach those with specific medical ailments or find people with certain diet and exercise habits.

DIET AND EXERCISEBlood pressure monitorCaloriesCarbohydratesDiet restrictionsDiet type (vegan, vegetarian, meat eater)Eat ethnic foodFrequency of exercise Health and exercise attitudesLow fat diet MeatSodiumSugarWatch diet

MEDICAL AILMENTS AllergiesAlzheimer’s diseaseAnxietyArthritis (several types)AsthmaAthlete’s footAttention deficit disorderBaldness/hair lossBipoloar disorderBladder ailmentsCancer (several types)ChemotherapyChronic back painCold soresConstipation/irregularityCrohn’s diseaseDepression Diabetes types 1 and 2DialysisEating disordersFemale-associated ailmentsFood absorption problemsGingivitis/gum diseaseHair loss HeadachesHearing lossHeartburnHeart disease or anginaHemophiliaHepatitisHerpesHigh blood pressureHigh cholesterolHIV/AIDSImpotence/erectile dysfunctionIncontinenceIrritable bowel syndromeJoint painLeukemiaMigrainesMultiple sclerosisObesityObsessive-compulsive disorderOrgan transplantOstco arthritisOsteoporosisPhysical handicapPrescription anticoagulantPsoriasisPsoriatic arthirtisRestless leg syndromeRheumatoid arthritisRosaceaSeizuresShinglesSinusitisSleep difficultyUlcerative colitisUlcersVision problemsYeast infections

FINANCIAL SERVICESConnect with individuals who fit the financial profile you need—based on how they save, spend, and invest.

PERSONAL FINANCIAL SERVICES Credit card companyDebit card companyHousehold savings and investmentsAmerican ExpressBank of AmericaCapital OneCitiBankDiscoverHSBC

PRIMARY BANKBank of America (including Countrywide)BB&TCapital One Bank (including Chevy Chase)CitibankCitizens Bank (Royal Bank of Scotland)ComericaCredit Union (Any)Fifth ThirdHSBCHuntingtonJPMorgan Chase (including Washington Mutual)KeybankM&T BankPNC (including National City)RegionsSovereignSunTrust BankTD Bank (including Commerce)Union BankU.S. BankWells Fargo (including Wachovia)

DEMOGRAPHICS

Zoomerang collects the information that panelists provide and verifies it against an extensive database ofobjectively validated consumer demographics. This ensures that you’re reaching the real people who fit your target demographic profile.

DEMOGRAPHICSChildren’s dates of birthDate of birthEducation Geographic regionHispanicHispanic acculturation levelHome ownershipInternet connectionLanguageMarital status Number of children in householdOccupationParents expecting a child Race/Ethnicity StateZIP code

BUSINESS AND INDUSTRYReach 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 responsibilityBiotechBusiness travel Company annual revenueCompany private/publicCompany type (e.g., government, Fortune 500)Employment statusHealthcare administrationIndustryLevel of involvement in Making business decisions Number of employeesNumber of personal computersNumber of serversOccupation titleProfession/functional work areaSmall business ownership

FOOD, BEVERAGE AND DININGInterested in learning about people’s eating habits? Food preferences can reveal a lot about an individual’s health, culture, and lifestyle.

BEVERAGE CONSUMPTION AND PURCHASES

Beer ChampagneCocktail mixers CoffeeDistilled spiritsEnergy drinksFlavored beveragesGinHard ciderHot cocoaInstant tea mixesMixed drinksRumSoy milkTeaTequilaVitamin-enhanced watersVodkaWhiskey Wine

FOOD PURCHASESBaby food/formula Bread/bagelsBreakfast foods Cereal (including types)Energy and cereal barsFresh baked goodsFrozen baked goodsFrozen fruitFrozen mealsOrganic foodsRefrigerated or frozen foodsRoasted meatSalsaSoy-based productsSteakYogurt

RESTAURANT NAMEA&WApplebee’sBurger KingCarl’s Jr.Chili’sChipotleDairy QueenDomino’sHardee’sIHOPJack in the BoxKFCLong John Silver’sMacaroni GrillMcDonald’sOlive GardenOutback SteakhousePanda ExpressPizza HutPopeyesQuiznosRed LobsterRound Table PizzaSONICStarbucksSubwayTaco BellTGI Friday’sWendy’s

INFORMATION TECHNOLOGY (IT)Obtain the opinion of IT decision makers in companies of all sizes.

IT JOB FUNCTIONApplication architectComputer, IT, and managementComputer networkingDatabase/data managementDecision-maker outside IT department DeveloperDeveloper for commercial softwareDeveloper for custom software/ hardwareDeveloper in IT department, internalDeveloper in IT department, other industryEnterprise resource planning implementation Information systems, ITInstall/maintain hardware/softwareIT job function in IT departmentIT job function outsideIT departmentMake recommendations, not decision-makerSoftware developmentSoftware quality assuranceSystem securityTechnical client service specialistTelecommunicationsTechnical writerWeb development

ONLINE MARKET RESEARCH MENUC H O O S E F R O M M O R E T H A N 5 0 0 AT T R I B U T E S

M O S T R E Q U E S T E D AT T R I B U T E S

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www.greenbook.org

Fall 2011

1

Table of ContentsGRIT Report – Fall 2011

Introduction 3

Detailed FindingsMethodology and Sample 4

Financial Outlook 5

Technology Use and Adoption 8

Industry Changes 12

Human Capital Strategies 16

Industry Branding 17

Most Influential Organizations 18

Implications 23

Acknowledgments 24

PartnersGreenBook® 25

Media Partners 26

Research & Production Partners 27

AppendixesDemographics & Firmographics 30

Staffing Changes 35

Industry Branding 36

Industry Changes 37

Organizational Ratings 39

Technology Usage & Opinions 40

2 GreenBook Research Industry Trends

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But right now, when you’re 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 that’s why 95% of the world’s top research companies use us.

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www.greenbook.org 3

It’s 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 10th 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 you’ll 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 you’ll find the report informative, provocative, and useful. Enjoy!

Leonard F. Murphy

Chief Editor & Principal Consultant | GreenBookwww.greenbookblog.org

[email protected]

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 today’s 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 ofrevenue/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 ofrevenue/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 (cont’d)

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 GamesBiometric Response

NeuroMarketingVirtual Environments

CrowdsourcingPredictive Markets

Visualization AnalyticsMobile Ethnography

Mobile QualitativeEye Tracking

Apps based researchWebcam-Based Interviews

Mobile SurveysText Analytics

Social Media AnalyticsData 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 GamesBiometric Response

Virtual EnvironmentsNeuroMarketing

CrowdsourcingVisualization Analytics

Eye TrackingPrediction Markets

Mobile EthnographyMobile Qualitative

Webcam-Based Interviews"Apps" based research

Text AnalyticsMobile Surveys

Data MiningOnline Communities

Social Media Analytics

Research buyer or clientResearch provider or supplier

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, we’ll 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 GamesBiometrics/Biometric Response

NeuroMarketingVirtual Environments

CrowdsourcingMobile Ethnography

Mobile QualitativePredictive Markets

Visualization AnalyticsApps based research

Eye TrackingWebcam-Based Interviews

Mobile SurveysText Analytics

Social Media AnalyticsData mining

Online Communities

Ever UsedBuzz 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 (cont’d)

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 figure out the ways

in which they can implement many of the

emerging technologies

Brand Passion Index

HateDislike

LoveLike

Mobile Survey

Webcam BasedInterviewing

Neuromarketing

Crowdsourcing

Online Communities

Agent Based ModelingText Analytics

Eye TrackingAdvanced Analytics

Virtual Environments

Netnography

Data Mining

Big Data

Biometrics

Serious Games

Social Media AnalyticsFacial Tracking

+

– Passion Intensity

Se

nti

me

nt

Ra

ng

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 andmy 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

Hope for

the

Fu

ture

Th

reat

s to

the Future


Industry Changes (cont’d)

The Drivers of Optimism & FearSocial Media

Non-impactful Research

Advanced Research Methods

DIY

Mobile Research

Freely available data

Dat

a

Mining, Modeling & Analysis

Lack

of t

echnological acumen

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 marketingresearch expertise

Sampling and projecting to larger populations is nolonger relevant

Conducting interviews via phone/online or in person isdying and will be irrelevant in 5 years

Data is so readily available that business intelligenceapplications will replace marketing research functions

Mastery of traditional marketing research skills is nolonger the key to success in the industry

All broadly based consumer studies should include datacollection using mobile devices

Marketing researchers must morph into businessstrategists or perish

Top Two ("Spot On")Bottom Two ("Wildly Exaggerated")

Opinion About Changes to Marketing Research Methods

Hope for

the

Fu

ture

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 respondent’s 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 Staffing (% 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!

Research buyer or clientResearch provider or supplier

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 industryChanges in Staffing (% 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 Influential 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.

Influence Ratings


Most Influential Organizations (cont’d)

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.

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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 influencing 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.

Influence vs. Reach Index

High Influence / Low Reach

High Influence / High Reach Low Influence / High Reach

Low Influence / Low Reach

GreenBook

AAPOR

ESOMAR

CASRO

ARF

MRA

AMA

MRS

NGMR

LinkedIn

MRIA

MRGA

Facebook

Twitter

PMRG

AMSRSQuirks

NewMR

IIR

QRCA


Gain Full Insightinto the EntireBusiness Landscape•Full Service Fieldwork & Data Collection

•Global & US Market Research

•Consumer Research

•Business-to-Business Research

•Medical Market Research

•Strategic & Competitive Analysis

•Channel Intelligence

•Market Opportunity, Sizing and Entry

•Competitive Intelligence

•Analytics

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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 tomorrow’s marketing researcher, and the types of people who will be hired in tomorrow’s 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 CouncilLeonard Murphy – GreenBookKen Athaide – AMA Supplier CouncilTom Anderson – Anderson AnalyticsBob Walker – Surveys & Forecasts

Design consultation

Lukas Pospichal – GreenBook®Malcolm De Leo – NetbaseDavid Johnson – DecoodaKristin Luck – Decipher

Sample

MRGA, NGMR, GreenBook®, AMA

Data collection

DecipherNetbase

Data Processing

iPinionDecoodaNetbase

Chart production

NetbaseiPinionBob Walker – Surveys & ForecastsLeonard Murphy – GreenBook

Report Primary Author

Bob Walker – Surveys & Forecasts, LLC

Report Contributors

Bill Weylock – Brand3SixtyMalcolm De Leo – NetbaseLeonard Murphy – GreenBookTom Anderson – Anderson Analytics

Publication

GreenBook®

To receive an invitation to participate in the

next round of GRIT or to be notified when the

next Report is available, please register at


Fall 2011

GreenBook’s 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

flagship 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.

PartnersAbout 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

profiles of research firms 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 qualified 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 90’s 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

We’ve 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 client’s 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 isn’t 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.safllc.com

Research & Production Partners

www.greenbook.org

Fall 2011

29

Appendixes


Demographics & Firmographics

Summer 2011

Fall’10 Spring’10 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-profit/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 offices in one or more other countries 21% 43% 16% +27%

We are primarily based elsewhere but have offices 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 Pacific 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

RESPONDENT’S 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 Pacific 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 (cont’d)

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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 Pacific 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 Outside US Only Outside US

431

720

336

600

366 284

512

709 666

1008


BILLINGS BY GEOGRAPHICAL AREA

Demographics & Firmographics (cont’d)


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


Staffing 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 field 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! Researchbuyer orclient

Researchprovider orsupplier

Note: Among research buyers (n=209) and research suppliers (n=799).

Total Client Suppliers Gap 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% Don’t 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) +/-

% % % % %

Consumer Insights 39% 38% 39% -1%

Market Research 34% 31% 35% -4%


Business Intelligence 2% 4% 2% 2%

Consumer Intelligence 2% 4% 1% 3%

Market Intelligence 7% 10% 6% 4%

Don’t know 5% 2% 5% -3%

Other 6% 4% 6% -2%

Not Sure 4% 4% 4% -


Base: (244) (48) (196) +/-

% % %

Consumer Insights 39% 38% 39% -1%

Market Research 34% 31% 35% -4%

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%




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%




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%




Threat (Net)





Promise (Net)


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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 (cont’d)

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 influence/hidden agenda/marketing 1% 1% 1% -

Cutting edge (point of views) 1% - 2% -2%

Good training/workshop sessions 1% 1% 1% -

Eye Tracking

Social Media Analytics

Webcam-Based Interviews

Visualization Analytics

Biometric Response

Virtual Environments

"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 EthnographyVirtual Focus Groups

Webcam-Based InterviewsNetnography

Facial ScanningAgent Based Modelling

MROCMobile Surveys

Advanced AnalyticsText Analytics

NeuromarketingSocial Media Analytics

Eye TrackingSerious Games

Virtual EnvironmentsBig Data

Data MiningBiometrics

CrowdsourcingOnline Communities

Buzz Count - Log Scale

NetBase Buzz: New Technologies

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Fall 2011

41

NetBase Buzz: New Technologies

Share of Buzz




Neuromarketing Negative Themes

Neuromarketing Positive Themes

Technology Usage & Opinions (cont’d)



www.greenbook.org

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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 difÞcult !it can sometimes be to Þnd a reliable partner when conducting international research.!That’s why for 25 years, we have been making sure we successfully meet our client’s needs. !Who ? !Our creative and highly energetic team of senior researchers, project managers and recruiters collaborate together to help you unearth new insights that will help you to make better business decisions. !When ? !We understand that your time is precious.!So, you will always receive your quote without delay and recruitment will always be carried out within the required time speciÞcations.!!!!

Focus groups !In-depth interviews !Creative workshops !

Kitchen tests!Sensory tests!Usability tests !

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Hall test / CLT!Shop along !

Car clinic!Voxpop / Videos !

Jury mock-ups !Web-based research!

Where ?!Our facilities are located in the heart of Paris,!just in front of the world-famous Opera Garnier. !3 spacious Focus Group rooms !3 private client lounges !Excellent catering for clients respondents !

23, Boulevard des Capucines !75002 Paris – France!

+33(0) 1 42 68 12 [email protected]!

www.puzzleparis.com !

��www.puzzleparis.com !

Marketing Research / Paris !

Puzzle

75% of our clients are American companies!

GRIT Fall 2011 Full Report (incl all charts)

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Transcript of GRIT Fall 2011 Full Report (incl all charts)