The Greenbook Research Industry Trends (GRIT) report wrapping up 2016 is out just in time for the new year and it’s full of insights about our methods and modes, buzz and hype, and client needs. But the most engaging read illustrates the divide that is developing between those who buy and those who sell data. Research consumers are showing research producers what they need, and what they are doing when their partners aren’t up to the challenge. 

Buyers are focused on using wider sources of data, and integrating them to find deeper insights, specifically focusing on internal data and appending social media data and primary data. Clients are still working hard to tell big data stories and tie it all together. Sellers appear to be more focused on primary data, not surprisingly given it’s their bread and butter, and appending secondary and third party data to primary data. The primary difference in focus is critical because it will fuel the investments in talent and tools, and a mismatch there could result in a greater divide next year. 

Sellers and sellers are divided, as well. Upstream sellers, or agencies, are more focused on primary research data and analytics. Downstream sellers like panel companies are screaming alarm bells about mobile to mostly deaf ears, and are left to develop direct relationships with the buyers through offers of automation and integration to solve the problem.

Quality is a division point, with it meaning very different things to each sector. Buyers want high-quality insights to enable decisions and competitive advantage. Upstream sellers are focused on the actual data set and quality of the analysis. Downstream providers are focused on the member experience and broadening the participant pool. Said another way, downstream providers are focusing on the sample and survey design, agencies are focusing on the data set, and buyers are focusing on the quality of the executive summary. But they are all interdependent, and must all evolve in parallel. 

It’s a must-read tale of intrigue. Grab a cup of coffee and read it all in one setting. Then let us know what you think the single most important fact of the report is. And we will compare notes.