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GRIT Report Summary

Core Content Overview

The GreenBook Research Industry Trends (GRIT) Report is a comprehensive industry analysis that explores key trends, innovations, and challenges within the market research sector. This edition, the 25th, focuses on the business and innovation landscape of the industry, utilizing data collected in Q1 and Q2 of 2019. The report aims to provide insights into the future of the industry, particularly through the lens of artificial intelligence (AI) and automation, while also addressing broader concerns such as time, resources, and impact.

Main Topics Covered

1. Buzz Topics

• Artificial Intelligence (AI) is the top buzz topic, with 26% of respondents mentioning it spontaneously.
• Automation and Behavioral Economics are also prominent, with 11% and 10% respectively.
• Big Data is mentioned by 7% of respondents, with higher mention in Asia and Central/South America.
• Surprising Buzz Topics include Implicit Research Techniques (emerging strongly from Europe) and Sustainability, which were mentioned by only 3% of respondents.

2. Opportunities & Challenges

• AI, Automation, and Big Data are seen as the greatest opportunities for innovation.
• There is a strong correlation between buzz topics and opportunities, with both being driven by the need for faster, cheaper, and better insights.
• Challenges include the ongoing tension between tracking questions and exploring new areas, as well as maintaining respondent engagement and optimizing question design.

3. Business Outlook

• The industry is optimistic about the future, with a prevailing sentiment that "the future's so bright, we gotta wear shades."
• The client research budget is growing, but the supplier revenue is not always aligned, indicating a potential shift in the industry dynamics.
• Digital ad spending is now 54.2% of total ad spend, which has significant implications for the research industry, as advertising budgets are typically 10 times larger than research budgets.

4. Organizational Success Factors

• The report quantifies organizational success factors, highlighting the importance of impact measurement, strategic thinking, and innovation mindset.
• Client ROI is emphasized as a key driver of innovation, with a focus on delivering actionable insights.

5. Industry Benchmarking

• The GRIT Top 50 Most Innovative Suppliers and GRIT Top 25 Most Innovative Clients are highlighted.
• Notable suppliers include Kantar, Nielsen, Zappi, Hotspex, System1 Group, and Qualtrics.
• Notable clients include Unilever and PepsiCo.

6. Lumascape Index

• A new Lumascape is introduced, mapping the industry landscape and providing a visual representation of the current state of the market research sector.

Key Insights

• AI and Automation are the most talked-about topics, with a growing emphasis on emotional AI, augmented intelligence, and chatbots/surveybots.
• Behavioral Economics is more prevalent in North America and Europe than in Asia and Latin America.
• The sample composition remains stable, with 71% of respondents identifying as suppliers and 29% as clients, and a larger percentage of buyers in this edition than ever before.
• Data visualization and dashboards have seen a decline in buzz mentions, possibly due to their increased availability and integration into standard practices.
• Research automation is reshaping the role of insights professionals, moving them from influencers to drivers of marketing.
• The future of research is likely to be digital and agile, with a focus on real-time insights and cross-device accessibility.

Methodology and Sample

• The report is based on 2,880 completed interviews after rigorous data cleaning.
• Respondents are recruited through GDPR-compliant opt-in email lists and social media channels.
• The sample is globally diverse, but US respondents dominate with over 50% of all responses.
• The report acknowledges that it is not a census or representative sample, but rather a snapshot of the insights professionals involved.

Final Thoughts

The GRIT Business & Innovation Report represents a refreshed approach to understanding the market research industry, with a focus on innovation and business impact. It highlights the importance of AI and automation in shaping the future of the industry and the need for a cultural shift towards more agile and impactful research practices. The report is a valuable resource for industry professionals, offering a comprehensive view of current trends and future directions.

Contact Information

• Leonard F. Murphy – Chief Editor & Principal Consultant
  Email: lmurphy@greenbook.org
  Phone: (770) 985-4904

• LuKas Pospichal – Managing Director
  Email: lpospichal@greenbook.org
  Phone: (212) 849-2753

• GreenBook
  Address: 234 5th Avenue, New York, NY 10001

Additional Resources

• GRIT.GREENBOOK.ORG: Access the full report and interactive dashboard for further analysis.
• LEARN MORE: Visit RIVALTECH.COM/GRIT for more information on research automation and insights activation.

Appendices

• Methodology and Sample: Detailed breakdown of the sample composition, including regional and demographic data.
• Business Outlook: Further analysis on the industry's future and trends.
• Lumascape Index: Visual representation of the industry landscape.
• Data Cleaning: Explanation of the process used to ensure data quality.