Source: Greenbook Research Industry Trends (GRIT) Report [pdf]
Notes: Mobile surveys (53%) and online communities (52%) are the emerging market research methods that suppliers have most commonly adopted, according to the latest GRIT report. Among research buyers and clients, however, mobile qualitative (49%) research is the technique most in use, followed by online communities (47%) and big data analytics (39%). The study demonstrates rapid growth in the use of each mobile approach identified: mobile surveys; mobile qualitative; and mobile ethnography.
Separately, 57% of buyers responding to the survey indicated that they use market research to answer important questions that cannot be answered with other data sources, while 41% said that it is their main way of understanding customers’ experiences.
Related: US Marketing Research Industry Seeing Pre-Recession Levels of Activity
About the Data: The results are based on a survey of 1,859 respondents, roughly 80% of whom identified as suppliers and the remaining 20% as clients. Almost half (48%) are full service research providers, and 47% are from North America. The survey was fielded in Q1 and Q2 2015.
