preview of GRIT results by Ray Poynter at JMRX

1. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
GRIT Sneak Peek
With a focus on Japan
Ray Poynter
May 2016

2. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Agenda
• Introduction and Context
• Innovative Suppliers
• The Outlook for MR
• Techniques and Approaches in Use
• Automation
• Training

3. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Background
• 2016 Q1-2 Report is the 19th – due in June
• Global sample of forward thinkers
• N=2144
• Japan, N=108
• Thanks are given to
– ‘Shiggy’ Kishikawa &
Tomoko Yoshida

4. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Sample in Context
5%
52%
31%
12%
GRIT N
Japan
North
America
Europe
RoW
4%
43%
37%
16%
ESOMAR $
Japan
North
America
Europe
RoW
GRIT, March, April 2016. ESOMAR 2015 GMR Report, Revenue 2014

5. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Buyers and Suppliers
78%
22%
Global
Supplier
Buyer
91%
9%
Japan
Supplier
Buyer
Base: Global 2144, Japan 108

6. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Most Innovative Supplier
2016 Global
1 Brainjuicer
2 Ipsos
3 InSites Consulting
4 Nielsen
5 GFK
6 TNS
7 Vision Critical
8 LRW
9 Millward Brown
10 Google
22 Intage/インテージ
24 Macromill/マクロミル
Japan # Company Global #
1 Intage/インテージ 22
2 Macromill/マクロミル 24
3 Brainjuicer 1
4 Nielsen 4
5 Kantar 16
6 GMO Research 50+
7 Vision Critical 7
8 Google 10
9 Ipsos 2
10 InSites Consulting 3
Base: Global 2144, Japan 108

7. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Sample Quality in Japan to get Worse?
27%
38%
25%
11%8%
69%
15%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Better Worse Stay the same Not sure
Global
Japan
Question: Is the overall quality of sample going to get better,
worse or stay the same over the next three years?
Base: Global 2144, Japan 108

8. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Supplier Revenues Next Year
71%
22%
6%
54%
30%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Increase over last year No change from last
year
Decrease from last
year
Global
Japan
Question: How will research-based revenue for your
organization this year compare to last year?
Base: Global 1608, Japan 98

9. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
New Approaches – Rated ‘In Use’
74%
61%
48%
45%
44%
42%
39%
36%
35%
34%
31%
61%
44%
35%
49%
31%
30%
29%
45%
9%
21%
8%
Mobile Surveys
Online Communities
Social Media Analytics
Text Analytics
Mobile Qualitative
Webcam-Based Interviews
Big Data Analytics
Eye Tracking
Micro-surveys
Mobile Ethnography
Behavioral Economics Models
Total
Japan
Base: Global 2144, Japan 108
Average ‘In Use’
All 21 Approaches
Global & NA 31%
Europe 36%
Japan 23%

10. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Automation – ‘In Use’
42%
41%
35%
35%
33%
29%
24%
22%
20%
19%
21%
25%
24%
17%
14%
10%
15%
15%
9%
3%
Analysis of survey data
Charting and infographics
Analysis of text data
Analysis of social media
Sampling
Survey design
Online focus group/IDI moderation
Report writing
Analysis of image and video data
Project design
Global
Japan
Base: Global 2144, Japan 108

11. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Training Skills Most Important to You
Training Options Global Japan Difference
Finding the Story in the Data 38% 46% +8%
Data visualization skills 33% 18% -16%
Aligning Business With Research Methods 32% 47% +16%
Emerging Technologies & Methods 31% 19% -13%
Storytelling Skills 31% 12% -19%
Analytical skills and tools 29% 23% -6%
Consulting Skills 28% 35% +7%
Influencing The C-Suite 22% 21% -1%
Study Design 16% 27% +11%
Leadership Skills 13% 9% -4%
Entrepreneur/Intrapreneurship 10% 7% -2%
Project Planning 9% 16% +7%
Participants picked up to 3 items. Base: Global 2144, Japan 108

12. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Big Picture in 5 Points
1. It is great that we have more data from Japan
– Even more would be even better
2. Japan’s major brands are not yet known for innovation overseas
– But strong at home
3. Japan is behind North America and Europe in adoption of new
techniques and methods
– Focus on mobile and new survey thinking
4. The focus on aligning with business needs and consulting is good
– More focus on reporting (including data visualisation) would be good
5. Automation focus should be on Project Design, Survey Design,
Images, and Reporting,

13. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Thank You!
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14. GreenBook GRIT Study – Sneak Peek – Focus on Japan – Q1-2 2016
Q & A