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Want Better Insights? Be a Better Market Research Client

Twice a year we get a peek into our own industry with Greenbook’s GRIT (Greenbook Research Industry Trends) Report on the state of the market research industry.

By Mike Dickerson
shopper insights

Twice a year we get a peek into our own industry with Greenbook’s GRIT (Greenbook Research Industry Trends) Report on the state of the market research industry.

What do we love best as market researchers? Great insights! Usually, we’re seeking these outcomes for our clients, but twice a year we get a peek into our own industry with Greenbook’s GRIT (Greenbook Research Industry Trends) Report on the state of the market research industry. The most recently released report focused on important topics such as adoption of emerging methods and technology, trends impacting corporate researchers, and financial forecasting.

One thing that stood out when reviewing the report was that clients are still dissatisfied with the final products they receive from their research teams. While overall clients were satisfied with the way research was conducted, they were dissatisfied with supplier consulting services, such as using insights to advise business actions. After, what good is the data if you don’t know how to use it?

As an industry, it is vital that we address this dissatisfaction. Clients hire market researchers to help them evaluate past business decisions and guide future ones. They have meetings, sift through paperwork, formulate RFPs and run through hoops in order to choose an agency with the right solutions to answer business questions.

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