The 14th edition of the GreenBook Research Industry Trends report was published last week, reviewing findings from a survey of 2,229 researchers around the world: 1,786 suppliers and 443 clients. Key topics included which research methodologies are used and perceptions of innovative research firms.
After use of quantitative research methods outgrew use of qualitative techniques in 2012, in the most recent survey respondents reported that qualitative techniques, including online communities and traditional qual, saw stronger growth year over year than quant methods. Call it “The Revenge of Qual”!