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Welcome to the 12th edition of the GreenBook Research Industry Trends Report
– the leading and most comprehensive survey of our industry!


GRIT 2013

We know that the market research profession is under immense pressure to deliver value and measurable business impact. We see new technologies and research concepts gaining traction and we see new models of human capital emerging.

GRIT is the vehicle that we use to quantify these trends and share the information with the research industry so that we can all adapt and thrive.

The current edition of GRIT continues to track trends that it has traditionally focused on, including the adoption of emerging technologies and methods. GRIT studies the extent and direction of the beliefs about change in the market research industry, the sentiment around those beliefs, and their implications on your business. For the first time GRIT delves specifically into how social media analytics is impacting the industry, with a particular focus on which technologies and providers are driving change.

As always, we think you’ll find the report informative, provocative, and useful. Enjoy!


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Thank you to everyone who participated in the GRIT Survey!

Thank you to all GRIT Partners and Sponsors:

GRIT sponsors 2013

Visit GRIT archive:

GreenBook Research Industry Trends – Spring 2012 Report
GreenBook Research Industry Trends – Spring 2011 Report
GreenBook Research Industry Trends – Fall 2011 Report