Fall 2011
GreenBook Research Industry Trends
Report
www.GreenBookBlog.org/GRIT
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DEMOGRAPHICS
HEALTH AND MEDICAL
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Reach those with specific medical ailments or find people with certain diet and exercise habits.
DEMOGRAPHICS Children’s dates of birth Date of birth Education X Geographic region Hispanic Hispanic acculturation level Home ownership Internet connection Language Marital status X Number of children in household Occupation Parents expecting a child Race/Ethnicity State ZIP code
INTERNET AND TECHNOLOGY What activities are people doing online? Find out how, when, where, and why people get connected. INTERNET ACCESS LOCATIONS Business location Home Internet café Library School ONLINE BEHAVIOR Browser Flash-enabled computer X Hours per week Internet connection speed Online purchase frequency Online tenure Social networking Surf Internet frequency Wireless data function interest level COMPUTER Computer memory Processor speed X Operating systems ELECTRONICS AND MEDIA BlackBerry wireless device Cable TV CD player X Cellular phone Computer type Digital cable Digital camera DVD player (portable, auto) DVD/VCR combo player DVR (TiVo, other) X E-reader Gaming console HDTV Home security system Home theater iPhone LCD LED MP3 player Photo printer (types) Photo print frequency Plasma-screen TV Satellite dish Satellite radio Stand-alone DVD player Standard TV X Tablet (iPad) Video camera WiFi
ARKET RESEARCH MENU O N L ICNH OEO SM E F R O M M O R E T H A N 5 0 0 AT T R I B U T E S
DIET AND EXERCISE Blood pressure monitor Calories Carbohydrates Diet restrictions Diet type (vegan, vegetarian, meat eater) Eat ethnic food Frequency of exercise X Health and exercise attitudes Low fat diet Meat Sodium Sugar Watch diet MEDICAL AILMENTS X Allergies Alzheimer’s disease Anxiety Arthritis (several types) Asthma Athlete’s foot Attention deficit disorder Baldness/hair loss Bipoloar disorder Bladder ailments Cancer (several types) Chemotherapy Chronic back pain Cold sores Constipation/irregularity Crohn’s disease Depression X Diabetes types 1 and 2 Dialysis Eating disorders Female-associated ailments Food absorption problems Gingivitis/gum disease Hair loss X Headaches Hearing loss Heartburn Heart disease or angina Hemophilia Hepatitis Herpes High blood pressure High cholesterol HIV/AIDS Impotence/erectile dysfunction Incontinence Irritable bowel syndrome Joint pain Leukemia Migraines Multiple sclerosis Obesity Obsessive-compulsive disorder Organ transplant Ostco arthritis Osteoporosis Physical handicap Prescription anticoagulant Psoriasis Psoriatic arthirtis Restless leg syndrome Rheumatoid arthritis Rosacea Seizures Shingles Sinusitis Sleep difficulty Ulcerative colitis Ulcers Vision problems Yeast infections
X M O S T R E Q U E S T E D AT T R I B U T E S
PRODUCTS AND PURCHASES Purchasing habits offer insights into consumers’ preferences, lifestyles, and hobbies. Find out what they buy and how they shop. BEAUTY QVC HSN Sephora X Ulta Pure Beauty Bath & Body Works Victoria’s Secret Mary Kay CONVENIENCE 76 Conoco / Phillips66 7-Eleven AM PM BP Amoco Casey Chevron Texaco CircleK Cumberland Farms Exxon Mobile On the Run Holiday Station Kwik Trip Quick Trip RaceTrac RaceWay Sheetz Shell Speedway Super America Wawa DISCOUNT Big Lots Kmart Sam’s Club Super Kmart Super Target Target Walmart Shopko DOLLAR STORE Dollar Tree Family Dollar Dollar General FLORAL Bedding plants Bulbs Bushes/trees Freshly cut Perennial outdoor Plants (indoor/outdoor) Seeds
LIFESTYLE AND ACTIVITIES Learn how people with different lifestyles spend their leisure time, ranging from organized activities to weekend entertainment. TRAVEL Air travel - leisure/business Cruise - leisure/business X Frequent-flyer member Hotel - leisure/business Hotel loyalty Rental car - leisure business PETS X Cat Dog
GROCERY NETWORK Kroger Delhaize Safeway Supervalu Ahold X GROCERY Acme Albertsons Bakers Basha’s Biggs Bilo Bloom Bodegas Bottom Dollar Food Bristol Farms Bruno’s Carrs City Market Cub Foods Dillons Dominick’s Farm Fresh Food Co Food 4 Less Food Lion Fred Meyer Frys Genuardi’s Gerbes Giant Eagle Giant Food Hanna Ford Harveys Heb Heinen’s Hilander Hornbachers Ingles Markets Jay C Food Jewel King Soopers Kroger Lucky Marsh Supermarkets Martins Meijer Owens Pathmark Pavilions Payless Publix QFC Ralphs Randalls Roundy’s Safeway Save A Lot Scotts Food
Shaw Star Shaws Shop N Save Shoppers Food Shoprite Smith’s Food Stop N Shop Sunflower Supervalu Sweetbay Kash N Karry Tom Thumb Tops Trader Joe’s Vons Wakefern Wegmans Weis Whole Foods Wild Oats HOUSEHOLD PRODUCTS Air fresheners Aluminum foil Batteries (type/frequency) Battery operated toothbrushes Candles Charcoal Clear plastic wrap Cloth diapers Colored paper baking cups Disposable diapers Greeting cards Kid’s vitamins Motor oil Oven bags Paper products (toilet paper, napkins, paper towels, baking cups) Pet food type (natural, organic, reg.) Plastic food storage bags Scented candles Tobacco (regular and smokeless) Vitamins (or multivitamins) Water filters Wax paper PERSONAL CARE Contraceptives Cough syrup Dental care products Eye/contact lens care products Eyewear (glasses/contact lenses) Feminine care products (pads, panty liners) Foot care products Haircut kit Hearing aid Incontinence pads/garments Laxatives Teeth whitening
RETAIL Banana Republic Dillards Express H&M HSN JCPenney JCrew Kohl’s Limited LLBean Macy’s Mays Neiman Marcus Nordstrom Old Navy Patagonia Ross Saks Sears Steinmart The Gap RETAIL STORES Clothes specialty Club Convenience store Department Discount Dollar/Drug X Grocery/Grocery net Specialty SPECIALTY Amazon Advance Auto Autozone Barnes & Noble Bed Bath & Beyond Best Buy Borders Circuit City Foot Locker GapBody Home Depot Lowe’s Office Depot Office Max Payless Shoes PepBoys Petco Petsmart Radio Shack REI Staples Toys “R” Us
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FOOD, BEVERAGE AND DINING
FINANCIAL SERVICES
Interested in learning about people’s eating habits? Food preferences can reveal a lot about an individual’s health, culture, and lifestyle.
Connect with individuals who fit the financial profile you need—based on how they save, spend, and invest.
BEVERAGE CONSUMPTION AND PURCHASES Beer X Champagne Cocktail mixers X Coffee Distilled spirits Energy drinks Flavored beverages Gin Hard cider Hot cocoa Instant tea mixes Mixed drinks Rum Soy milk Tea Tequila Vitamin-enhanced waters Vodka Whiskey X Wine
BUSINESS AND INDUSTRY Reach a variety of individuals inside and outside the workforce or those who work in a specialized area of expertise. BUSINESS AND OCCUPATION Area of business responsibility Biotech Business travel X Company annual revenue Company private/public Company type (e.g., government, Fortune 500) Employment status Healthcare administration Industry Level of involvement in Making business decisions X Number of employees Number of personal computers Number of servers Occupation title Profession/functional work area Small business ownership
FOOD PURCHASES Baby food/formula X Bread/bagels Breakfast foods X Cereal (including types) Energy and cereal bars Fresh baked goods Frozen baked goods Frozen fruit Frozen meals Organic foods Refrigerated or frozen foods Roasted meat Salsa Soy-based products Steak Yogurt
INFORMATION TECHNOLOGY (IT) Obtain the opinion of IT decision makers in companies of all sizes. IT JOB FUNCTION Application architect Computer, IT, and management Computer networking Database/data management Decision-maker outside IT department X Developer Developer for commercial software Developer for custom software/ hardware Developer in IT department, internal Developer in IT department, other industry Enterprise resource planning implementation X Information systems, IT Install/maintain hardware/software IT job function in IT department IT job function outside IT department Make recommendations, not decision-maker Software development Software quality assurance System security Technical client service specialist Telecommunications Technical writer Web development
RESTAURANT NAME A&W Applebee’s Burger King Carl’s Jr. Chili’s Chipotle Dairy Queen Domino’s Hardee’s IHOP Jack in the Box KFC Long John Silver’s Macaroni Grill McDonald’s Olive Garden Outback Steakhouse Panda Express Pizza Hut Popeyes Quiznos Red Lobster Round Table Pizza SONIC Starbucks Subway Taco Bell TGI Friday’s Wendy’s
PERSONAL FINANCIAL SERVICES X Credit card company Debit card company Household savings and investments American Express Bank of America Capital One CitiBank Discover HSBC X PRIMARY BANK Bank of America (including Countrywide) BB&T Capital One Bank (including Chevy Chase) Citibank Citizens Bank (Royal Bank of Scotland) Comerica Credit Union (Any) Fifth Third HSBC Huntington JPMorgan Chase (including Washington Mutual) Keybank M&T Bank PNC (including National City) Regions Sovereign SunTrust Bank TD Bank (including Commerce) Union Bank U.S. Bank Wells Fargo (including Wachovia)
HOME AND VEHICLES From the urban apartment dweller to the suburban homeowner, we’ve profiled our panel on everything from residence type to car, boat, and motorcycle ownership. HOME Bathroom ventilation Central vacuum X Home owners X Lawn care Lawn fertizer Outdoor grill X Home renters VEHICLES All-terrain vehicle ownership Auto DVD X Auto (make, model, new/used, segment) Auto, number in household Auto, purchased/leased Auto, purchase intent (plan to acquire/ model) Boat ownership Motorcycle (make, model, new/used, segment) Motorcycle, number in household Motorcycle, purchased/leased Snowmobile ownership
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Fall 2011
Table of Contents GRIT Report – Fall 2011 The full version of the report that includes additional charts is available at www.GreenBookBlog.org/GRIT
Introduction
3
Detailed Findings Methodology and Sample Financial Outlook Technology Use and Adoption Industry Changes Human Capital Strategies Industry Branding Most Influential Organizations
4 5 8 12 16 17 18
Implications
23
Acknowledgments
24
Partners GreenBook® Media Partners Research & Production Partners
25 26 27
Appendixes Demographics & Firmographics Staffing Changes Industry Branding Industry Changes Organizational Ratings Technology Usage & Opinions
www.greenbook.org
1
Millions of panelists...
...only one you. Across the world, we give you access to over 6 million panelists. But right now, when you’re talking to us about sample and data collection we only think about one person. You. We put our clients at the heart of everything we do, treating every project as a priority, ensuring you get the answers you want. Maybe that’s why 95% of the world’s top research companies use us. So while we’re talking to millions of panelists about their buying behavior, their preferences and their motivations, there’s one person whose opinion matters most. Yes, you.
www.researchnow.com
2
GreenBook Research consumer • B2B • healthcare • social media
Industry Trends
Fall 2011
Introduction It’s that time again folks! I am very proud to present
Another area of exploration in this wave was the
(GRIT) Q3/Q4 Report. This is the 10 Edition of GRIT
media platforms. The results of this inquiry are
to you the 2011 GreenBook Research Industry Trends th
and the study has become one of the most important sources of information on trends within the global market research industry.
In addition to key issues that have been trended
since the initial 2003 study, we focused on research
level of influence of trade organizations vs. new
very revealing and indicate that during this time of transition no clear organizational leader has
emerged to help shepherd the industry through this paradigm shift.
I hope that you’ll join me in heartfelt appreciation
technology, anticipated staffing characteristics
for the contributions of our sponsors for this wave:
methodologies and business models. Specific
Forecasts, Market Research Global Alliance, Decooda,
and skill sets, and changes to marketing research probes on influential and/or authoritative industry organizations were also included. We investigated spending levels, the overall levels of optimism vs.
trepidation, and how the industry perceives and is
The American Marketing Association, Surveys &
Brand3Sixty, Decipher, OdinText, Next Gen Market
Research, iPinion, Netbase, and Anderson Analytics. Their hard work makes GRIT possible.
I think you’ll find the report informative,
reacting to change. Even the moniker “marketing
provocative, and useful. Enjoy!
wave, along with the standard complement of
Leonard F. Murphy
research” itself was a subject of this most recent annual GRIT tracking questions.
There has been a lot of debate about whether
new technology adoption within market research,
Chief Editor & Principal Consultant | GreenBook www.greenbookblog.org
[email protected]
especially mobile and social media, is over hyped.
The latest data from GRIT tells us that although some techniques may be over-hyped when compared to
current or planned adoption, that is unarguably NOT the case with mobile, MROCs, social media research, and text analytics.
To receive an invitation to participate in the next round of GRIT or to be notified when the next Report is available, please register at www.GreenBookBlog.org/GRIT
www.greenbook.org
3
Methodology and Sample
RESPONDENT TYPES
Respondent Types 60%
40% 30%
As in prior waves, email invitations were sent to
individuals randomly selected from co-sponsors’
internal lists of research providers and clients. As an
20% 10% 0%
incentive, respondents were offered a complimentary copy of the 2011 edition of the GreenBook Marketing
Research Directory. From these invitations, a total of
1,008 usable responses were obtained. For reference, the historical respondent mix is displayed, with the percent of respondents from full-service providers
narrow bands since 2007.
Given our larger sample, the total overall billings
represented by responding companies is significantly higher than the 2010 waves. While the United
States comprises the bulk of respondents (67%) in this research, it is certainly worth noting that the historical trend in terms of the research dollars
accounted for from outside the US only continues to
rise, now at 35% of total spending – and this appears to grow over time.
44%
43%
43%
21% 15% 11%
46%
43%
48%
41%
36% 22%
18% 14%18% 12% 6% 5% 7% 5% 4%
18% 13% 9% 7% 4%
20% 15% 12%
2003
2005
2006
2004
7% 3%
7% 3% 2007
24%
26%
13% 10%
14% 11%
4% 3% 2008
4% 2009
21% 17% 10%
26%
23%
16% 10%14% 9% 6%
3% 2% 2010S
43%
3% 2010F
Full-service providers
Research consultancy
Academic/non-profit/medical
Data Collection (Quant/Qual)
Research client/buyer
Advertising agency
3% 2011
US AND GLOBAL MARKETS SERVED
U.S. and Global Markets Served
(at 43%), academic researchers (at 23%) and research clients/buyers (at 16%) all hovering in relatively
50%
50%
100%
Millions 431
720
336
4%
600
3%
366
5%
90% 80%
70%
47%
65%
53%
55%
60%
57%
284
512
11%
12%
53%
53%
709
19%
666
1008
32%
35%
22%
19%
43%
46%
46%
S2010
F2010
2011
38%
50% 40% 30% 20%
53% 35%
43%
42%
38%
36%
35%
2005
2006
2007
2008
2009
10% 0%
2003
2004
Only in US
Both Inside and Inside US
Only Outside US
ANNUAL BILLINGS/BUDGETS ($US)
Annual Billings/Budgets ($US) 1000
Less than $1M
$1M - $4.9 M
$5M or More 1008
900 800
262
700
649
600
512
500
148
400 300 200 100 0
4
241
282
284
66 88
88
128
122
2007
2008
74
548
202
143 155
138
179
226
229
250
2009
2010S
2010F
464
2011
GreenBook Research Industry Trends
Fall 2011
Financial Outlook
The previous (Fall 2010) GreenBook Research Industry Trends study exposed structural and systemic
WILL SPENDING/DEMAND
Will EXCEED spending/demand exceed last year? LAST YEAR?
changes faced by today’s marketing researchers,
notably (1) worrisome attitudes and beliefs about the
70%
Yes
59%
marketing research profession, (2) concern about the
ability to keep up with the rapid pace of technological change, and (3) a growing tension between desired quality of work and the need for speed. Despite
23%
No
34%
this recent professional pessimism, the levels of
2011
anticipated research budgets/spending are positive. Fully 70% of the overall sample indicate that they
expect spending/demand to increase this year – up
7%
+11 points from Fall 2010. The figure is lower for
buyers/clients, at 60% – but 73% of providers expect
0%
their numbers to be better than last year.
2010F
6%
DK/Refused
10%
20%
30%
40%
50%
60%
70%
80%
Revenue expectations are holding steady, with 54%
either expecting or experiencing stronger growth in 2011 than a year ago. Overall, 54% indicate that
they are either experiencing or expecting stronger
70% of respondents indicate that they expect
revenue in 2011 (versus 59% in the Fall of 2010).
spending/demand to increase this year
Actual or expected revenue growth is significantly
higher among providers/suppliers (58%) than among buyers/clients (38%). We see corroborating evidence of this on the supplier side, with industry monitors reporting revenue growth over 2010.
WILL SPENDING/DEMAND 2010? Will EXCEED spending/demand exceed 2010? 60%
Yes
73%
34%
No
20%
6%
DK/Refused
Research provider or supplier
7%
0%
www.greenbook.org
Research buyer or client
10%
20%
30%
40%
50%
60%
70%
80%
5
Financial Outlook (cont’d)
REVENUE/SPENDING EXPECTATIONS Revenue/Spending Expectations 54% 59%
Expect/Experiencing More (Net) 30% 32%
EXPERIENCING stronger revenue/spending
24% 27%
Expect INCREASING revenue/spending Expect CURRENT levels of revenue/spending
36% 30% 10% 10%
Expect DECLINE in revenue/spending 0% 2011
10% 20% 30% 40% 50% 60% 70% 2010F
Expected revenue growth is higher among
REVENUE/SPENDING EXPECTATIONS
providers/suppliers than among buyers/clients
Revenue/Spending Expectations 38%
Expect/Experiencing More (Net) 21%
EXPERIENCING stronger revenue/spending
17%
Expect INCREASING revenue/spending Expect CURRENT levels of revenue/spending
9% 0%
Research buyer or client 6
32%
26%
33%
Expect DECLINE in revenue/spending
58%
48%
14%
10% 20% 30% 40% 50% 60% 70% Research provider or supplier GreenBook Research Industry Trends
Fall 2011
www.greenbook.org
7
Technology Use and Adoption
As we saw in 2010, widespread experimentation
What is also interesting is that these finding were
the “techniques” ever used, the top items include
use; meaning that participants in the study are
with new research technology continues apace. Of
consistent with the 2010 results on projected
online communities (aka MROCs) at 35%, data mining (32%), social media analytics (29%), text analytics
(22%), and mobile research (at 21%). Interestingly,
buyers/clients are leading the way here, with higher
levels observed for online communities, social media
following through with their implementation plans and are aggressively adopting new techniques to
at least supplement and possibly to replace more traditional methods.
analytics, data mining, and text analytics.
Top “new” techniques ever used include online communities, data mining, social media analytics, text analytics, and mobile research
RESEARCH TECHNIQUES EVER USED
Research Techniques Ever Used
35% 34% 32%
Online Communities Data mining Social Media Analytics Text Analytics Mobile Surveys Webcam-Based Interviews Apps based research Eye Tracking Mobile Qualitative Mobile Ethnography Visualization Analytics Predictive Markets Crowdsourcing Virtual Environments NeuroMarketing Biometric Response Serious Games
11% 11% 11% 10% 8% 10% 9% 10% 10% 10% 10% 7% 7% 6% 9% 5% 6% 4% 5% 2% 2%
0% 8
10%
16% 18%
22% 22% 21% 22%
29% 28%
17%
2011 2010F
20%
30%
40%
50%
GreenBook Research Industry Trends
Fall 2011
As traditional sources of respondents for consumer panels
The big news for 2012 will be the massive growth (in many cases
attrition standpoint), clients and suppliers must apply new
MROCs, data mining, mobile (both quant and qual approaches),
become more problematic (i.e., from a recruiting and
methods to extract consumer insights and bridge the gaps
between traditional and new modalities. Despite the more
almost doubling from 2011 levels) of social media analytics, and text analytics.
In almost all cases client-side researchers are leading with
aggressive adoption of social media, mobile apps, and online
utilizing these techniques, with suppliers lagging behind
neuromarketing, virtual environments, crowdsourcing,
This indicates that possibly buyers will be centering their
communities, far less use is seen for serious gaming, biometrics, predictive markets, and visualization analytics. Less than 10% of buyers or suppliers predict they will use these methods in the
near future, relegating them to very niche positions within the broader industry.
in their adoption (and therefore offering) these techniques. relationships around vendors who can offer these methods, and it is likely that in many cases that means they will be working with non-traditional suppliers, many of which may not even consider themselves within the market research space. This is certainly in line with current thinking of many industry
leaders about the emergence of new competitive forces that are encroaching upon the traditional “insights” field.
In 2012, we’ll see massive growth of social
The chart below shows the projected usage of emerging
media analytics, MROCs, data mining,
techniques in 2012.
mobile, and text analytics
FUTURE USE OF RESEARCH Future TECHNIQUES Use of Research Techniques Social Media Analytics Online Communities Data Mining Mobile Surveys Text Analytics "Apps" based research Webcam-Based Interviews Mobile Qualitative Mobile Ethnography Prediction Markets Eye Tracking Visualization Analytics Crowdsourcing NeuroMarketing Virtual Environments Biometric Response Serious Games
39% 31%
37%
34% 31%
46%
41%
22% 23% 22% 26% 22% 28% 20% 24% 18%
1%
0% www.greenbook.org
41%
52% 52%
14% 16% 13% 13% 14% 12% 13% 10% 9% 8% 12% 6% 6%
Research buyer or client Research provider or supplier
6%
10%
20%
30%
40%
50%
60% 9
Technology Use and Adoption (cont’d) As part of our GRIT study, a parallel social
As you can see from the charts, the amount of
association with NetBase, a study co-sponsor.
Mining, Social Media Analytics, Text Analytics, and
media analytics study was also conducted, in
buzz associated with Online Communities, Data
For this exercise, NetBase used their social media
Mobile Surveys is proportionate to the percentage
monitoring platform to search public websites for
relationships seen in our GRIT sample (i.e.,
comments about emerging methods – specifically,
those who indicated that they have used these
the frequency with which emerging methods
technologies in the past).
terms appear, and the sentiment (positive or
However, there is more buzz than actual use for
negative) associated with each one. The intent
Eye Tracking, Crowdsourcing, Virtual Environments,
influencers” differ from self-reported feedback
Games – that is, there is a lot of chatter about these
of this analysis is to understand whether “online
NeuroMarketing, Biometric Response, and Serious
based on industry research, such as GRIT.
methods, yet little use to date (most are well under 10%). This indicates that marketing researchers are
certainly thinking and talking about a multitude of
emerging technologies, but have yet to figure out the ways in which they can implement many of them for
Client-side researchers are leading with utilizing these “new”
marketing insights and business guidance.
techniques, with suppliers lagging behind with their offerings
ACTUAL USE VS. WEB BUZZ
Actual Use vs. Web Buzz
Online Communities Data mining Social Media Analytics Text Analytics Mobile Surveys Webcam-Based Interviews Eye Tracking Apps based research Visualization Analytics Predictive Markets Mobile Qualitative Mobile Ethnography Crowdsourcing Virtual Environments NeuroMarketing Biometrics/Biometric Response Serious Games
32% 29% 22% 21%
157
99
27
254
11% 11% 2
10% 10% 10%
10%
1187
8
16%
3 0 1
Ever Used Buzz Count - Log Scale 2252
7%
547
6%
121
5%
1687
4% 365
2%
0% 10
3904
35%
10%
20%
30%
40%
50%
GreenBook Research Industry Trends
Fall 2011
To understand this a bit better, NetBase also
We read this as although there may be a
Passion Index” for each of these emerging
methods which have strong adherents or fans but
produces a quadrant map showing the “Brand
disproportionate amount of “buzz” for some
technologies. Here we see that most of emerging
methods captured by the buzz algorithm are viewed favorably – at least in terms of liking – but that the two that seem to be most loved are Mobile Surveys and Facial Tracking/Scanning. Mobile Surveys are
one of the methods used most by our respondents (Facial Scanning was not asked in our list, but
will be included in future waves). One emerging
method was associated with more negative buzz:
Neuromarketing – a method used by few (just 5%) in our GRIT study.
little widespread usage, in most cases there is no
“tail wagging the dog” phenomenon; the share of discussion around mobile, MROCs, social media
research, etc.. is earned buzz. Researchers are using
these techniques, are discussing their results online,
and are planning to do more with these technologies in the near future as a result. Of course this positive word-of-mouth is influencing others to try these
techniques, but we see a distinct transition from early adopters to mainstream usage in 2012.
These changes will have a profound impact on all
aspects of the market research industry globally.
Researchers have yet to figure out the ways in which they can implement many of the emerging technologies
Brand Passion Index
+
Like
Love Agent Based Modeling Text Analytics
Sentiment Range
Social Media Analytics
Eye Tracking
Facial Tracking
Online Communities
Advanced Analytics
Mobile Survey
Virtual Environments Crowdsourcing
Biometrics Netnography Serious Games
Big Data
Webcam Based Interviewing
Data Mining
Neuromarketing
Hate
Dislike
– www.greenbook.org
Passion Intensity 11
Industry Changes CHANGE EXPECTED – 2011 VS. FALL 2010 Change Expected – 2011 vs. Fall 2010 68% 64%
Significant Change (Net) 5% 7%
Tremendous
28% 25%
A lot
35% 32%
Quite a bit
30% 33%
Some
2010F
2% 4%
Very little 0%
20%
63% of researchers feel that coming industry changes bring more promise than threat
2011
40%
60%
80%
Regardless of buyer or supplier, significant change
is anticipated in the marketing research industry in the next five years (68% say either say “quite a bit”,
“a lot”, or “tremendous” – up from 64% in Fall 2010).
However, reaction to anticipated changes is positive, with relatively few viewing them as “threats” to their livelihood.
In fact, 63% feel that coming industry changes
bring more promise than threat; research buyers are
even more sanguine, at 75%. Just 12% feel otherwise – virtually unchanged from the 2010 Fall wave.
12
GreenBook Research Industry Trends
Fall 2011
REACTION TO INDUSTRY CHANGE Reaction to Industry Change 63% 62%
Promise (Net)
16% 16% 23% 20% 24% 26%
What threat? I'm excited for my future and can't wait I see much more promise than threat I see more promise than threat
24% 25%
I see equal measures of threat and promise
12% 11%
Threat (Net)
5% 7% 4% 3% 3% 1%
I see more threat than promise I see these changes as much more threat than promise What promise? These things threaten our industry and my job.
0%
When probed in more detail and analyzed using
the Decooda Text Analytics platform for contextual
categories and theme clustering , the most promising
2011
2010F 20%
40%
60%
80%
Most marketing researchers agree that they need to morph into business strategists or they will perish
trends mentioned (open-ended basis) included
social media (14%), advanced research methods
(14%), mobile research (12%), and data mining and modeling (9%). Conversely, the trends seen as
threats include lack of industry skills when it comes to resources, methods, or tools (16%), the use of
self-serve tools (14%), social media replacing survey methods (14%), and a general lack of knowledge
about new research methodologies or technological change (10%).
www.greenbook.org
13
Industry Changes (cont’d) l Media Socia
The Drivers of Optimism & Fear
Modeling
&
A
eF
is
Da ta
lys na
M
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uture
Research Me d e c tho an ds v d A bile Research o M
N
-im on
Thr
or
pactful Resea rc h
Ho
pe
f
D IY
ea
ts
to
Future e th
th
Online Research
F
ly ree
nological
ac u
en
La ck
ech ft
m
o
available d ata
New competitors
14
GreenBook Research Industry Trends
Fall 2011
With new technology, there is the potential for
hyperbole and exaggeration; to better understand reactions to some of the claims being made in our industry, we asked our respondents to react to
statements about “radical changes in marketing research methodologies and business models”.
On a five-point scale (anchored at the low end by
“Wildly Exaggerated” and at the high end by “Spot On”), we find the highest top-two box agreement
for marketing researchers needing to “morph into
business strategists or perish” at 55%. There is slight
agreement with “All broadly based consumer studies should include data collection using mobile devices”
– just 25%. All of the other statements we asked were seen as being significantly exaggerated, including:
• Sampling and projecting to larger populations is no longer relevant
when communications between brand and consumer can be one to one (67% “Exaggerated”)
• Traditional quantitative research: conducting interviews via phone/
online or in person to gather opinions and report findings is dying and will be irrelevant in the next 5 years (68% “Exaggerated”)
• Mastery of traditional marketing research skills such as statistical
analysis, study design, and astute field management is no longer the key to success in the industry (64% “Exaggerated”
• Researching on the internet and with automated online services is
now so easy that there will soon be no demand for marketing research expertise from clients willing to pay (69% “Exaggerated”)
• Data is so readily available that business intelligence applications will
replace marketing research functions. Primary research will be relegated to a niche activity within the marketing function (57% “Exaggerated”)
Opinion About Changes to Opinion About Changes to Marketing Research Methods Marketing Research Methods Marketing researchers must morph into business strategists or perish
17% 25%
All broadly based consumer studies should include data collection using mobile devices Mastery of traditional marketing research skills is no longer the key to success in the industry
16%
Data is so readily available that business intelligence applications will replace marketing research functions
16%
Conducting interviews via phone/online or in person is dying and will be irrelevant in 5 years Sampling and projecting to larger populations is no longer relevant Researching is so easy, soon no demand for marketing research expertise
Top Two ("Spot On") Bottom Two ("Wildly Exaggerated") www.greenbook.org
55%
14% 13% 12%
47% 64% 56% 68% 67% 69%
0% 10% 20% 30% 40% 50% 60% 70% 80% 15
Human Capital Strategies
A new question in the 2011 survey focused on the changes expected in the
A word cloud analysis using a combination of coded
the results are quite dramatic – respondents anticipate a strong need for
of the open-ended comments following the above
kinds of people working in the respondent’s organization in the future. Here more “social media experts” in their organization (53%), more “marketing strategists” (46%), more “data integration experts” (40%) and “more
experts in the mechanics and technologies of data collection” (39%). The
need for more social media experts is equally strong regardless of buyer or supplier side, whereas there is a stronger anticipated need for marketing strategists, business strategists, and data integration experts on the
verbatims as well as text analytics derived themes question (“What changes do you expect to see in
the kinds of people working in your organization in the future?”) shows the somewhat bi-modal
nature of anticipated changes in staffing – notably social scientists (e.g., psychologists) and those who can synthesize this information into usable data
CHANGES IN STAFFING: MORE (e.g., data jocks, for marketing% decision-making
buyer side, versus a greater need for data collection experts, multi-lingual employees, and sociologists and anthropologists on the supplier side.
developers, and designers).
Changes in Staffing (% more) The need for more social media experts is equally strong among both buyers and suppliers
Social Media Experts
53%
Marketing Strategists
46%
Data Integration Experts
40%
Experts In Data Collection
39%
Business Strategists
32%
Bilingual/Poly-Lingual Employees
30%
Sociologists/Anthropologists
23%
Process/Supply Chain) Strategists
10%
Field Interviewers
7% 0%
20%
40%
60%
Total
16
GreenBook Research Industry Trends
Fall 2011
Industry Branding
When asked if the term “Marketing Research” still
than any others. Here, clients and suppliers were
come for a more inclusive descriptor, most believe
to mention “Market Intelligence” at 10%. There has
represented the entire industry, or if the time had that it still applies. Suppliers are more favorable (60% say “Yes”) than are clients/buyers (48%),
perhaps because more client research departments already have alternative terms that they are using today. Among those who said “No”, terms offered
on an open-ended basis were limited to “Consumer Insights” (39%) and “Market Research” (34%) more
largely in agreement, with clients a bit more likely always been a bit of a schism between the terms
“Market Research” and “Marketing Research”, the
latter generally considered more inclusive, including study of the marketing function and associated
processes. Hence it is somewhat surprising to see “Market Research” emerge here as a suggested alternative term.
Most believe that the term “Marketing Research”
IS "MARKETING RESEARCH" AN ACCURATE INDUSTRY DESCRIPTOR? still applies and represents the industry
Is “Marketing Research” an Accurate Industry Descriptor? 48%
Yes!
60%
Research buyer or client Research provider or supplier 52%
No!
40%
0%
10%
www.greenbook.org
20%
30%
40%
50%
60%
70% 17
Most Influential Organizations
When asked “What professional and/or trade
AMA is almost diametrically opposite from their
research industry do you belong to?”, we obtained a
The same could be said about GreenBook as well
associations relevant to the marketing or marketing highly fragmented list of names/acronyms, and that may be heavily influenced by sample composition, as well as events occurring at the time of data
collection. That said, the results are counter-intuitive to the sample composition which was broken down
as 33% from GreenBook, 26% from NGMR, 22% from MRGA, 15% from AMA and the remainder across the other sponsors. The low sample contribution from
ranking within the reach and influence questions. since they were the largest sample contributor but yet had a relatively low reach score. This seems to indicate that although some sample bias may be
possible, the respondents answered the questions honestly and that the data serves as an accurate barometer of the level of reach and influence of each organization.
NetBase Buzz: Industry Associations
NetBase Buzz: Industry Associations American Mktg Assoc (AMA) World Advertising Rsrch Center (WARC) American Economic Assoc (AEA) Life Insurance Mktg & Rsrch (LIMRA) American Statistical Assoc (ASA) ESOMAR Advertising Rsrch Foundation (ARF) Mktg Rsrch Assoc (MRA) Royal Statistical Society (RSS)
Qualitative Rsrch Consultants Assoc (QRCA) Society of Competitive Intelligence Prof (SCIP) Australian Market & Social Rsrch Society (AMSRS) Council of American Survey Rsrch Org (CASRO) Mystery Shopping Providers Assoc (MSPA) Market Rsrch Society (MRS) BaQMAR American Assoc for Public Opinion Rsrch (AAPOR) Canadian Mktg Assoc (CMA)
18
151 151 56 39 38 34 31 20 15 14 14 14 10 10 9 7 Buzz Count 7 - Log Scale 6
GreenBook Research Industry Trends
Fall 2011
Influence Ratings
Influence Ratings
6.73 6.64 6.60 6.49 6.42 6.39 6.24 6.16 5.76 5.75 5.73 5.67 5.61 5.51 5.48 5.45 5.11 Mean Rating 4.95 4.54 4.45
AAPOR (n=33) Greenbook (n=22) ESOMAR (n=174) QRCA (n=63) Quirks (n=24) CASRO (n=97) NewMR (n=25) IIR (n=19) ARF (n=51) MRA (n=183) Twitter (n=26) PMRG (n=24) AMA (n=357) MRS (n=53) LinkedIn (n=264) NGMR (n=96) AMSRS (n=19) MRIA (n=38) MRGA (n=39) Facebook (n=49) 0.0
1.0
2.0
3.0
4.0
5.0
6.0
The organizations most often mentioned by our
fuzzy at best. We anticipated that issue so we asked a
(21%), ESOMAR (20%), CASRO (10%), QRCA (8%),
our participants paid attention to or followed.
study respondents include the AMA (at 44%), MRA MRS (7%), MRIA (5%), AAPOR (4%), ARF (4%), NGMR (3%), AMSRS (3%), and PMRG (2%). In many cases
there was a significant delta between clients and suppliers in terms of association membership,
although considering the nature of many of these organizations that was not surprising in itself.
What is interesting about this list is the relatively
large number of people who counted NGMR, a
LinkedIn discussion group, as a trade organization.
This seems to indicate that the value proposition of
trade associations compared to new media players is www.greenbook.org
7.0
8.0
follow-up question on what events, blogs, or Groups LinkedIn emerged as the clear leader with 44%,
followed by NGMR again (13%), AMA (10%), ESOMAR (7%), Facebook (8%), MRA (7%), MRGA (7%), CASRO
(6%), ARF (4%) and GreenBook (4%). Notice that there is significant overlap between the two lists and a
pronounced divergence between client and supplier participants yet again. Our analysis is that although clearly associations are being followed, new media outlets and groups are assuming a strong role in influencing decision makers.
19
Most Influential Organizations (cont’d) We obtained NetBase buzz counts on this question as
strategic decision making using an 11 point scaled
membership (listed above), and internet buzz as
as mentioned earlier, they seem to validate the lack
well, and see divergence between the self-reported captured by NetBase. Organizations obtaining
slider. The results were surprising this time, although of bias within the sample due to the counterintuitive
NetBase buzz counts above 3,000 included the
rankings vs. sample makeup. What emerged is that
American Marketing Association (AMA), the World
Advertising Research Center (WARC), the American Economic Association (AEA), the Life Insurance
Marketing and Research Association (LIMRA), the
American Statistical Association (ASA), ESOMAR, and the Advertising Research Foundation (ARF).
To underscore this point, we asked each participant
to rate the level of influence each organization they
had listed in the previous two questions has on their
many of the most influential organizations are
neither trade associations nor social networks but
rather are media portals. This begs the question of whether the extensive fragmentation of various
trade organizations and industry associations within
the market research space is decreasing the impact of these groups and creating opportunities for smaller entities to assume thought leadership roles.
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GreenBook Research Industry Trends
Fall 2011
Influence vs. Reach Index High Influence / Low Reach
Low Influence / Low Reach
GreenBook IIR
Quirks
AMSRS PMRG AAPOR
NewMR Twitter
MRIA
ARF
MRGA
QRCA
MRS Facebook CASRO NGMR
ESOMAR
MRA AMA
High Influence / High Reach
LinkedIn
Low Influence / High Reach
This hypothesis is starkly revealed in a quadrant
(4%), “industry standing” (3%), “easy & free” (3%),
relationship between organizational reach and
(1%), “cutting edge (point of views)” (1%), and “good
analysis we conducted to graphically display the influence ranking.
Clearly industry bodies designed to lead and
influence are losing that mandate to other outlets.
Perhaps a movement to consolidate organizations or
“impartial/no influence/hidden agenda/marketing” training/workshop sessions” (1%). This certainly
seems to be a possible prescription to cure what is ailing many of the major trade organizations.
at least to coordinate efforts is in order to reverse this trend and unify the market research space during this transitional phase?
When asked directly (in our study) about the
factors that make any of these “stand out for
you as influential and authoritative”, the most
common responses were: “quality/expertise of
Although associations are being followed, new media outlets and groups are assuming a stronger role in influencing decision makers
people involved” (30%), “thought leadership” (23%), “quality/expertise of publications/reports” (13%), “networking/connections” (5%), “code of ethics” www.greenbook.org
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