GRIT REPORT

GRIT REPORT

GREENBOOK RESEARCH INDUSTRY TRENDS REPORT

NEW IN THIS EDITION: THE GRIT FUTURE LIST

Meet the honorees leading our industry into the future (page 39)

Www.GRIT

2018 Q3¨CQ4

CONTENTS

1

4

Foreword

5

Executive Summary

6

Methodology and Sample

20

Adoption of Emerging Methods

28

The Net on Nonconscious Measurement

33

Usage of Traditional Methodologies

39

The GRIT Future List

45

Buzz Topics: Hype or Game Changers?

50

Satisfaction With Suppliers

56

Drivers of Supplier Selection

62

Investment Priorities

68

The Business Outlook

101

The Evolving Researcher Role & Skills

109

Industry Benchmarking

119

Final Thoughts

CONTACTS:

COMMENTARY

18

LEONARD F. MURPHY

Chief Editor & Principal Consultant

26

(770) 985-4904

lmurphy@

LUKAS POSPICHAL

Managing Director

31

37

(212) 849-2753

lpospichal@

48

55

60

GREENBOOK

New York AMA Communication Services Inc.

234 5th Avenue,

66

74

New York, NY 10001

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Go to GRIT to read the GRIT Report online or to

100

106

access all GRIT data and charts via an interactive dashboard which

you can use for your own analysis.

2

117

The Missing Ingredient to Product Innovation Success:

Agile Audience Intelligence ¨C Matt Warta, GutCheck

New Qualitative Methods are Poised for Growth

¨C Rick Kelly, Products & Research, FUEL CYCLE

Forget Faster and Cheaper: Why the Vendor-Client Relationship

Matters More than You Think ¨C Raj Manocha, Methodify

Accelerate Your Insights Gathering: Focus on Driving Efficiencies

Within Your Sample Supply Chain ¨C Richard Thornton, Cint

Programmatic Sampling... the Right Way

¨C Michael McCrary, PureSpectrum

Successfully Curating Online Qual Is Now the Greatest Challenge

¨C Rebecca West, Civicom?

Quality in Survey Data Starts Before the Research

¨C Melanie Courtright, Dynata

You Know the Value of Qual, How Tech Allows It to Scale

¨C Zach Simmons, Discuss.io

The Stark Truth of Behavior-Based Growth in CPG: Some Things Will Never

Change, but Your Customers Keep Evolving ¨C Chris Enger, Periscope? By McKinsey

For the Future of Market Research: Scalability Is at the Heart of Success

¨C Steve Phillips, ZappiStore

To Create Better Experiences for Customers, First Enable Your Agile Teams to Make

Better Decisions ¨C Basil Shariff, Alpha

To Become Insights-Driven, We Need to Change the Way We Think About Research

¨C Mark Hammer, Bloomfire

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FOREWORD

Welcome to the 24th edition of the GreenBook Research

Now, on to the ¡°good stuff¡±! In this edition, we explore a

Industry Trends Report, using data collected in Q3 & Q4 of 2018.

variety of topics, some new and some that our readers have

Perhaps more than ever before, GRIT is emblematic

already come to depend on GRIT to cover. These include:

of both the need and the challenge of the market research

adoption of emerging methods, the use of traditional

industry. The need to provide clear direction for key

methods, satisfaction levels with suppliers, the drivers of

stakeholders via the research process only continues to grow

supplier selection, investment priorities for researchers, the

in importance, and part of the way to do that is via looking

financial outlook and projected spending, the evolving role

at trends over time. However, the survey as an instrument,

and activities of researchers, buzz topics such as automation

especially a large tracker like GRIT, is becoming increasingly

or AI, and the next iteration of our industry benchmark. All

challenging to field.

¡°meat and potatoes¡± topics that the industry can use to help

In preparing for this wave of the study, issues with

balancing form factor considerations (mobile vs. desktops),

provide strategic direction in the year ahead.

Also, new in this edition is the debut of the GRIT Future

keeping respondent engagement high, ongoing optimization

List, a crowdsourced submission process but expert curated and

of question design, and of course the tension between

judged list of those researchers who are making a real impact

tracking questions and new areas we want to explore on

now and should be watched as industry leaders in the future.

length of interview are real challenges that impact not just

us, but the industry as a whole. We feel your pain colleagues!

What does that mean for this report? Well, one is a

slightly smaller base size than previous waves, although

The result of all this? A report that we think is insightful,

impactful, and actionable just like any good research report

should be.

GRIT is a community effort and our authors,

it is still large enough that the study is more than simply

commentary providers, sample partners, advertisers, and

LEONARD F. MURPHY

directional, while being shy of what we would call entirely

most especially research partners make it all possible.

Executive Editor & Producer,

representative. However, GRIT has always walked that line,

Special thanks go out to the organizations who helped

GreenBook

so that is not a significant issue.

with data collection and analysis: AYTM ¨C Ask Your Target

lmurphy@

Market, Deckchair Data, Gen2 Advisors, Infotools, Ipsos

(770) 985-4904

Perhaps a more important question is what does it mean

for the future? We¡¯re examining that now, and although we

Neuro and Behavior Science, Lightspeed, Nelson Whipple

don¡¯t have clear answers yet, it is safe to say that GRIT will

Consulting, NewMR, OfficeReports, Potentiate, Research

continue to evolve and in the years ahead we¡¯ll continue to be

Now, Researchscape International, Stakeholder Advisory

¡°in the trenches¡± with the rest of the industry to adapt to the

Services, and students from the Michigan State University

same changes impacting us all.

MMR program.

As always, I think you will find the story this report is

4

telling (with your help!) informative, and useful. Enjoy!

Go to

GRIT

to access all GRIT

data and charts

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