As you may know, the Greenbook [GB] Research Industry Trends Report was recently released. This well-respected source indicates our beloved industry is alive and well, and importantly, evolving to best serves the needs of our clients!
In my humble opinion, traditional qualitative methods have been a marketing door mat of late used to elevate newer tools. “Tech qual” is valuable, but never at the expense of what is most effective for each study. GB survey findings indicate an industry in agreement.
Herein we highlight some of GB’s most relevant findings bringing optimistic news!
– Nearly 60% (in the overall sample) indicate that they are either now seeing stronger growth, or expect stronger growth to occur – especially for suppliers, where 65% are either now seeing stronger growth or are expecting increases.
– The emergence of newer data collection modalities is evident in both [supplier and buyer] spheres, but perhaps not surprisingly, the spheres of research most likely to be used are relatively “traditional…” Notably, online survey research and CATI on the quant side, and face-to-face focus groups or IDIs on the qual side.
-In terms of research mix…over 1/4 claim that spending will increase…more for qualitative than quantitative in 2011. About 1/2 believe that the spending relationship between them will remain unchanged.
-Positive news is that any change being reported is being fueled by greater volume, not higher prices. A shift in the mix towards qualitative is not especially uncommon, as the US economy slowly emerges from its recessionary mindset, and focuses on new business development and topline growth.
-[Technology] on the qualitative side, bulletin board (28%) or chat-based focus groups (25%), online communities (22%), and blogs (19%) are data collection methods mentioned most.
-Regardless of the technological fallout, significant change is anticipated in the marketing research industry in the next five years (two-thirds say “quite a bit”, “a lot”, or “tremendous”).
-But the news here is positive: among those who anticipate change, over 60% see more promise than threat.
If you have any questions, contact Observation Baltimore by calling 410-332-0400 or click here today!