GRIT Consumer Participation in Research

Welcome to the home of the
GreenBook Research Industry Trends (GRIT) Report.

The GRIT Report is the leading and most comprehensive survey of the market research industry. This edition uses data collected in Q1 and Q2 of 2016.

The GRIT Report is designed to help you better understand where the MR industry is heading so you can make the right decisions for your organization.

In this edition, we focused on those topics our readers depend on GRIT to provide: a view on adoption of newer technologies/methods, opportunities & threats in the industry, financial forecasting and, of course, the always popular GRIT 50 Most Innovative Suppliers & Clients, the only brand tracker in our industry.

Much was new in this wave; we switched to a new data collection platform partner, began opting in to build a GRIT panel, and explored new question areas related to topics such as automation, training needs, and the future of sampling.

This GRIT Report goes deeper, provides better guidance, and helps to truly chart the course of the industry, making it an invaluable strategic planning tool. During a time of accelerating change, we hope GRIT can be a touchstone for you and your team to understand what is happening, what it means, and what you should do to adapt.

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