The most recent Research Industry Trends Report (2022) from GreenBook contains some key takeaways for those of us in the insights industry. Both research buyers and suppliers were surveyed for this report.
Among the areas explored is the priority given to various topical areas by both buyers and suppliers. Interestingly, the top 3 areas that have what the report refers to as “buzz” are identical for both groups.
Over 50% of both buyer and supplier respondents have either adopted each of these top 3 research methods/approaches or they plan to. The 3 areas are listed here —
- Storytelling & data visualizations
- Agile research methods
- Data integration
Appropriately, a visualization of these top 3 areas can be seen below on the left side. The top 10 areas chosen by each group is shown as well.
If you would like to delve more deeply into this roughly 200-page report, you can access it via the GreenBook link here –
Welcome to the ’22 GRIT Insights Practice Report | GreenBook
Given this alignment on the top 3 areas the insights industry should be prioritizing, this is an opportune time for buyers and sellers to optimize both their approaches and relationships with one another. Doing so will strengthen the bonds between us as well as move our industry forward. It will also help to ensure that the marketing function keeps its recent, hard-earned “seat at the c-suite table”, a status often attributed to the central role marketing played during the pandemic.
Vista Research’s Services & Deliverables:
- Cross tabulations output in Excel, .csv and/or Word formats. Excel deliverables include a Table of Contents with links to/from your tables.
- Data editing/cleaning, weighting, recoding/reformatting, etc.
- Primary software used is a scripting package (not a GUI). We work in both Linux/Unix and DOS/Windows environments.
- To assist with our clients’ storytelling and visualizations, you can directly populate your own, templated PowerPoint deck with your cross tabulated data. This service is a cloud-based offering. Free demos are available.
- Vista Research supports a wide variety of data collection platforms including Qualtrics, Decipher, Confirmit, Unicom, Alchemer, Momentive, numerous DIY and others.
Vista Research Services, Inc.
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