Why the GRIT Survey is useful, and why you should take part

GritCoverThe link to the latest GRIT survey is available (click here to take it) and I encourage you to take part. The survey has been updated and should last less than 15 minutes.

NewMR has been involved in the GRIT study for several years and we think it is a useful addition to the information available to market researchers, insight professionals, and the users of the products and services we supply.

  • The main benefits of the GRIT study are:
  • Larger than any other study into market research.
  • Many years of back data to help highlight trends.
  • Supported by a wide range of organisations, so less restricted to say a trade body or specific supplier.
  • Covers trend and innovation topics that other studies don’t cover.

The main limitations are:

  • Not a random probability sample of the industry
  • Tends to reflect researchers more interested in new topics and in particular those who read online publications and/or engage in social media.
  • Tends to over-represent the English-speaking research community (although the survey is available in several other languages).

What is GRIT most useful for?
The best use for GRIT is for looking at emerging trends – especially if we assume that the early adopters (the people over-represented in the GRIT study) are likely to provide us information on emerging trends. If we are trying to assess whether social media analytics or gamification has the most short to medium term potential, then looking at the views of the GRIT participants can be a useful input. Provided we assume that the trends we see amongst those most focused on new research will eventually be representative of the wider body of market research.

Previous GRIT reports have shown mobile surveys and online communities to be the two new approaches that have attracted the most interest, and that biometrics and webcam-based focus groups have attracted much less. I feel it is likely that amongst the wider research community the absolute values are going to be lower, but the rankings are likely to be similar.

Similarly, for several years the GRIT report has shown BrainJuicer to be the most innovative research company, followed by Ipsos and Vision Critical. The figures for the wider research world are likely to be much lower (there are many researchers who do not read the trade press or engage with research discussions online won’t have heard of many agencies) but the ranking of these three is likely to be indicative and to provide insight into how your brand should be marketed.

So, please take part in this year’s study by clicking here. You will get access to the results and you will help make sure the study is as representative as possible (whilst recognising that it still isn’t representative).

After you’ve done the study I’d love to hear your thoughts on this year’s survey – so please leave comments below.

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