In addition to key issues that have been trended since the initial 2003 study, new questions on research technology, anticipated staffing characteristics and skill sets, and anticipated changes to marketing research methodologies and business models were asked. Specific probes on influential and/or authoritative industry organizations were also included. The GreenBook staff also investigated spending levels, the overall levels of optimism vs. trepidation, and how the industry perceives and is reacting to change. Even the moniker “marketing research” itself was a subject of this most recent wave, along with the standard complement of annual GRIT tracking questions.
So go grab your copy. And be sure to share your thoughts and opinions with us on the latest trends. You can add your comments to this post, or find us on Twitter (@researchaccess).
The Fall 2011 GreenBook Research Industry Trends (GRIT) Study