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Adoption of Top 20 Emerging Research Methods

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Greenbook recently released a quick look into the top 20 emerging methods in the industry. This list acts as a reference for the type of research methods you should look into adopting this year if you’re invested in the future of research.

You’ll notice this list is divided into three sections. The first column shows what percentage of market researchers are using the listed method, the second column shows what percentage of marketer researchers are considering using the listed method, and finally, Greenbook combined both previous metrics to indicate interest.

The research methods are listed from highest in terms of interest to lowest. This gives market researchers a good idea of what research methods are the most popular and ordered from most popular to least.

Table: The GRIT Sneak Peek of Top 20 Emerging Research Methods (Greenbook)


RankLabelsIn useUnder ConsiderationInterest
1Online Communities60%22%82%
2Text Analytics46%30%76%
3Mobile First Surveys50%24%74%
4Social Media Analytics43%28%72%
5Big Data Analytics38%32%70%
6Mobile Qualitative44%25%69%
7Webcam-Based Interviews47%22%69%
8Mobile Ethnography35%26%61%
10Behavioral Economics Models29%29%58%
11Eye Tracking34%21%55%
12Research Gamification25%28%53%
13Facial analysis20%25%45%
14Applied Neuroscience21%22%44%
15Prediction Markets19%24%43%
16Internet of Things12%27%40%
17Virtual Environments/Virtual Reality11%27%38%
19Wearables Based Research9%27%36%
20Biometric Response12%20%33%
21Sensor/Usage/Telemetry Data11%19%30%
Base 1533


What does the table mean?

Now that we’ve seen the statistics, let’s talk about the key points from the data and what they actually mean in terms of your research. Here are the top takeaways from Greenbook’s research:

Online communities: Online communities take the lead in terms of interest as the only mainstream method examined. Online communities can help you glean vital information from your most trusted customers to make better data-driven decisions.

 Analytics on the rise: You’ll notice 3 of the 5 top methods are focused on analytics. There is an increased interest in using analytics to gather data. Using analytics is a popular way to gather information and make your marketing efforts highly-relevant and personalized.

Qualitative options: Qualitative methods score between 61% and 69% indicating a strong interest in qualitative research in a data-centric world. What does this mean? Perhaps market researchers are becoming more and more interested in the Voice of the Customer.

 Wrap Up

 There you have it! A sneak peek into the top 20 emerging research methods and what they mean for you. What research methods are you interested in using this coming year?

To read the full report, download the PDF here!

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