Two GreenBook® Industry Trends studies (GRIT) were conducted in 2010. The first was executed in Spring 2010 and the second in October. Each covered key issues that have been trended since the initial study back in 2003, but also focused on specific topics of interest to the industry. The Fall 2010 study focused on research technology, along with the full complement of annual GRIT survey questions.
A brief email invitation was sent to individuals randomly selected from co-sponsors’ internal lists of research providers and clients. As an incentive for participation, respondents were offered a complimentary copy of the 2011 edition of the GreenBook® Marketing Research Directory. From these invitations, a total of 673 usable responses were obtained. For reference, the historical respondent mix is displayed below: