Mobile Qualitative Research Growth Strong, Say GreenBook Survey Respondents

The results of of the latest GreenBook Research Industry Trends (GRIT) survey are out, and the news is good for mobile qualitative research. Ten percent of respondents — including both research buyers and providers — reported using mobile qualitative research techniques this year, while another 10 percent used mobile ethnographies.

Perhaps more impressive, respondents say these areas will more than double in growth in 2012:

• Twenty-two percent of research buyers or clients say they’ll use mobile qualitative next year, while 28 percent of research providers expect to use it.

• Twenty percent of research buyers or clients say they’ll use mobile ethnographies in 2012, while 24 percent of research providers expect to use it.

Note that client-side researchers are leading with utilizing these techniques. “This indicates that possibly buyers will be centering their relationships around vendors who can offer these methods, and it is likely that in many cases that means they will be working with non-traditional suppliers, many of which may not even consider themselves within the market research space,” suggests report author Leonard Murphy. “This is certainly in line with current thinking of many industry leaders about the emergence of new competitive forces that are encroaching upon the traditional ‘insights’ field.”

Need a primer on mobile qualitative research? Check out our free eBook, The Essential Guide to Mobile Qualitative Research: Tips & techniques for using mobile devices for on-the-go qualitative research.

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