2019 Business & Innovation GRIT Report.pdf

GREENBOOK RESEARCH INDUSTRY TRENDS REPORTGRIT REPORTGRIT.GREENBOOK.ORGBUSINESS & INNOVATION EDITION 2019CONTENTSCONTACTS:LEONARD F. MURPHY Chief Editor & Principal Consultant(770) 985-4904 lmurphy@greenbook.orgLUKAS POSPICHAL Managing Director(212) 849-2753 lpospichal@greenbook.orgGREENBOOKNew York AMA Communication Services Inc.234 5th Avenue,New York, NY 10001GRIT.GREENBOOK.ORGGo to GRIT.GREENBOOK.ORG to read the GRIT Report online or to access all GRIT data and charts via an interactive dashboard which you can use for your own analysis.3Foreword4Executive Summary6Methodology and Sample8Buzz Topics12Opportunities & Challenges26The Business Outlook 48Organizational Success Factors58Industry Benchmarking64GRIT Top 50 Most Innovative Suppliers78GRIT Top 25 Most Innovative Clients86Market Research Industry Lumascape98Conclusions & Final Thoughts99APPENDIX – Methodology and Sample104APPENDIX – Business Outlook124APPENDIX – Lumascape Index127APPENDIX – Data Cleaning 128AcknowledgmentsCOMMENTARY11Research Automation Is Driving Insights Activation, and Whether You Realize It or Not, It’s Impacting Your Career – Dyna Boen, Survata15Beyond the Eureka Moment: How a Knowledge Sharing Culture Drives Innovation – Mark Hammer, Bloomfire19The Benefits of Automation and AI: Moving from Concept to Reality – Melanie Courtright, Dynata23Amplifying Your Growth Strategy: Why Client ROI Should Drive Innovation – Andy Ellis, Lucid25Industry Challenge: Making the Strategic A&U Agile – Matt Warta, GutCheck41 Beautiful Chaos: The Cambrian Explosion of Research Tech – Mike Stevens, Insight Platforms & What Next Strategy51We Get Better With Help From Our Friends – Annie McDannald, Civicom53So you want to be innovative? Here’s what it takes. – Jim Longo, discuss.io55Organizational Success Factors: Measuring Impact Maximizing Impact One Story at a Time – Carl Wong, LivingLens57Culture Change Needed for ResearchTech to be Effective – Raj Manocha, Methodify61The changing face of value: clients want new technology, data analytics, and strategic consultancy – Dr Uwana Evers, Pureprofile63The Purpose of Research Innovation – Alex Hunt, PRS IN VIVO77The Power of Innovation: What Makes a Supplier Innovative and Why is it Important – Frédéric-Charles Petit, Toluna85How Do You Become the Most Innovative Client Insight Organization? First, Adopt an Innovation Mindset – Julio Franco, Zappi87Is there an optimal client research organization? The data doesn’t tell us – Rick Kelly, Fuelcycle91The Best of Both Worlds: Human Experience & Automation Fuse to Create The Next Evolution in Research – Lev Mazin, AYTM1OUR PARTNERS... AMERICAS RESEARCH INDUSTRY ALLIANCEHighwayIDEALEONARD F. MURPHY, Executive Editor & Producer, GreenBooklmurphy@greenbook.org, (770) 985-4904FOREWORDWelcome to the 25th edition of the GreenBook Research Industry Trends Report, using data collected in Q1 & Q2 of 2019. For several years we have designated each wave of the GRIT Report by referencing the quarters that it covers, but earlier this year we decided the GRIT program needed a refresh, and as part of that we have restructured each report topically to focus on different aspects of the industry. Thus, this can be considered the inaugural edition of the new GRIT Business & Innovation Report. As the name suggests, the intent was to redesign both the questionnaire and the report to focus on large issues related to the business of research vs the process. The next edition of GRIT later this year will tackle the nuts and bolts of the industry. Of course, because GRIT is the primary vehicle to quantify the role and impact of innovation in the research space, innovation as a principle is the primary lens we use in understanding the business itself.What does that mean in terms of content? Well, we decided for this report to focus on a few key topic areas: the Buzz topics the industry is paying attention to, Opportunities & Challenges for both organizations and the industry as a whole, quantifying a variety of critical Organizational Success Factors, mapping the industry with a new Lumascape, understanding the current business outlook, refreshing our benchmarking section and of course, a perennial favorite, the GRIT Top 25 Clients and Top 50 Suppliers considered to be most innovative. We have also shifted some analyses to a new Appendix section where you can access descriptions of methodologies and a deeper dive into certain topics/descriptions. We consider these sections important and valuable, but our hope is repositioning them in the layout increases usability of the overall report. That is the high-level structure, but there are some surprises herein as we decided to dig deep while also maintaining as much consistency with previous waves as possible. Like the industry as a whole is doing, we wanted to keep the best of the tried and true while embracing the new to deliver more value and impact. The end result of this work to refresh and repurpose the GRIT report series is a publicat...