We asked GRIT participants to select a few voluntary questions to answer pertaining to their views on the short and long-term changes in the industry. For one of those questions respondents were asked, “If market researchers want to be successful in 30 years, the one thing they should be doing right now is…”

1856 respondents gave us their thoughts, creating a very robust sample of opinions to analyze. Despite this volume of responses, they are clustered around a few key themes: Big Data, moving past surveys, improving the respondent experience, keep learning, and expanding the data source/methodological toolbox.

Read more at GreenBook Blog.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.