2010 GreenBook Research Industry Trends Study Released

2010 GreenBook Research Industry Trends Study Released


Oct 06, 2010

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Denver, CO (October 6, 2010) – iModerate Research Technologies, a leading online qualitative research firm, in participation with The GreenBook Marketing Research Directory and other leaders in the market Research Industry, today released the results of the highly anticipated GreenBook Research Industry Trends Summer 2010 Study.

The primary findings of the report paint a picture of an industry that is slowly recovering from the recession while in flux from the forces of changing client expectations, disruptive technologies, new channels of consumer engagement, and other factors.

Bill Weylock, President of Co-sponsor Brand3Sixty summarized the findings “Marketers and researchers alike expressed a sense that the industry has evolved in recent years, shifting some perceptions about research. However, this did not translate into a belief that the industry overall is held in lower esteem. Instead, respondents feel that there has been a transformation in the way research is used and how its relevance is determined.

Buyers reported that they increasingly seek out suppliers who understand the intricacies of their particular business, and who deliver strategic insight rather than boring 100-page decks full of data. Suppliers, in turn, are recognizing the power of differentiating themselves by serving as confident and vital advisers who offer actionable ideas and recommendations.”

Leonard Murphy, GRIT Managing Director outlined the vision of the future for the seminal report: “For 2010 GRIT will conduct two studies. The first was fielded in Spring 2010 and the second will be fielded in October. Each will cover key issues that have been trended since the initial GRIT study in 2003, but will focus on a select topic of interest to the industry. This survey asked a subset of questions from the annual study and focused on “Respect For Research” and probes perceptions of market research and researchers both within the profession and among other marketers. The second 2010 study will focus on Innovation and Research Technologies and will include the full complement of annual GRIT survey questions. We think this evolution of GRIT positions it as the premiere study of the rapidly changing global industry.”

In 2003, The GreenBook began collaborating with select industry partners to produce the annual GreenBook Research Industry Trends (GRIT) report. Initially focused on data collection issues, the scope of GRIT expanded to include directions in outsourcing, advances in technology, and inter-relationships among research providers/providers and clients/buyers.

In late 2009 the collaboration was formalized by the formation of the GreenBook Research Industry Trends Study under the leadership of the GreenBook Marketing Research Directory. Partners include: iModerate, Anderson Analytics, Brand3Sixty, iCharts, , Interviewing Service of America, The Foundation for Transparency in Offshoring, LMC Group, OnePoint Mobile Surveys, Peanut Labs, Pioneer Marketing Research, RFL Communications, and Strategy One. GRIT’s Media Partners are The MRGA and NextGen Market Research.

The GreenBook Research Industry Trends Study Summer 2010 is available for free today in either.pdf or digital formats at:

Digital Magazine format: http://viewer.zmags.com/publication/b9bcdeab

Simple PDF version for downloads and printing: http://www.greenbook.org/PDFs/GRIT_Report_Summer2010.pdf

About GreenBook (http://www.greenbook.org)
GreenBook® is a leading resource for market research professionals. Although mostly known for its premium directories of market research firms and focus group facilities, GreenBook has been transforming itself into an integrated media platform for the market research industry.

GreenBook now includes the online and print directory, the specialized GreenBook Health directory, the GreenBook Blog, an e-newsletter, and a new publishing program to provide stimulating, practical, and timely content on topics and issues facing the industry.

Media Contact:
Diane Liebenson, Publisher
[email protected]

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: http:// www.linkedin.com/e/gis/31804
Website: www.nextgenmr.com

About iModerate Research Technologies
iModerate Research Technologies listens, connects and digs deeper with consumers online to provide the research story organizations need to win in the marketplace. Years of research and development by veteran field experts, as well as analytical specialists, produced the concept, methodology and software that have allowed iModerate to help Fortune 500 companies, large and boutique research firms and prominent organizations strengthen their research results. Focused on providing customized qualitative solutions, iModerate is broadening online research capabilities by delivering essential qualitative insight. iModerate is based in Denver, Colorado. For more information please visit www.imoderate.com.

Media Contacts:
Adam Rossow
[email protected]
Phone: 303.928.8406

iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service