The GreenBook Research Industry Trends Report for Spring 2012 is now available!
Welcome to the most comprehensive survey of our industry!
We ask ourselves: What will our industry look like in five years? Will we even recognize it as market research? Who will be the change agents, and what new players will we be competing against? We can’t fully answer such questions (yet) but we do get tantalizing hints in the results of this study.
An outline and direction of the future are emerging, and we can make some educated projections.
We know that the research professional is under immense pressure to deliver value and measurable business impact. We see new technologies and research models less bound by traditional precepts of best practices gaining traction. We see companies that embed innovation into their messaging gaining mindshare (and perhaps market share as well).
We hope you’ll find the report informative, provocative, and useful. Enjoy!