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Dana Stanley
Greenbook’s Chief Revenue Officer
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February 25, 2021
The Top 19 Emerging Methods In Market Research
The shift to “everything digital” in 2020 is apparent in the top emerging methods.
Each year, the GRIT Report tracks the interest of insights and analytics professionals in a variety of emerging methodologies. It is critically important to understand which of these less established methodologies industry professionals believe can help them survive and thrive moving forward. With the rapid shift to digital in the past year during COVID-19, we see mobile data-collection methods and data analytics rising to the top.
As always, the GRIT Report evolves to reflect changes in the industry. For this iteration, the response choices were modified to allow a more nuanced exploration of the topic and to increase compatibility with other survey sections.
Without further ado, here are the top 5 emerging methods being adopted by researchers.
ADOPTION OF EMERGING METHODS – TOP 5 EMERGING METHODS
| Rank | Emerging Method | In Use | Under Consideration | Interest |
|---|---|---|---|---|
| 1 | Mobile-first surveys | 64% | 13% | 76% |
| 2 | Text analytics | 61% | 18% | 80% |
| 3 | Social media analytics | 57% | 17% | 73% |
| 4 | Mobile qualitative | 54% | 17% | 71% |
| 5 | Big Data analytics | 47% | 19% | 65% |
See the full list of emerging methods.
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Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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