GRIT Consumer Participation in Research

Welcome to the home of the
GreenBook Research Industry Trends Report.

The GRIT Report is the leading and most comprehensive survey of the market research industry. This edition uses data collected in Q3 and Q4 of 2015.

This edition of the GRIT Report shines a bright light on the massive transformation taking place in the market research industry. The report explores new topics such as the nature of partnership, the use of and satisfaction with panels, the evolution of survey best practices in the mobile age, training resources used by researchers, challenges that are keeping them up at night, and more.

We keep tracking traditional method usage, new technology adoption, and financial outlook. Some results are intuitive but others are quite surprising, indicating an industry that is embracing change but struggling to reconcile its traditional role and techniques with today’s demands.

Finally, we continue our series of thought-provoking commentaries written by a number of thought leaders in the industry. These expert opinions provide a broader context for the report’s findings.

To a great extent, GRIT is a test case for how to bridge the gaps between the past and the future in both design and analysis to deliver an impactful and insightful report; you, the reader, will be the judge of how well we achieve that mission.

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As always, we think you’ll find the report informative, provocative, and useful.