The document discusses innovation in market research and addressing respondent fatigue. It summarizes findings from surveys of research buyers and suppliers. Many feel sample quality is getting worse due to oversurveying. Most respondents participate to earn rewards. While new technologies and approaches like mobile and VR offer opportunities, traditional methods still hold value. Respondents want short, rewarding experiences and value being respected. The conclusion calls for building relationships, transparency, putting respondents first to improve engagement and experience.

1. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Is Innova(on The Cure For The
Respondent Blues?
Lenny Murphy
GreenBook/Gen2 Advisors

2. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Courtesy of Simon Chadwick, Cambiar Consul(ng

3. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Source: GRIT Q3-Q4 2015

4. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Source: GRIT Q3-Q4 2015

5. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Source: GRIT Q1-Q2 2017

6. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
14%
20%
23%
25%
31%
39%
49%
16%
18%
23%
27%
32%
37%
48%
Analysis of behavioral
data rather than direct
Social PlaVorm
sampling (research
Backlash against “over
surveying” consumers
Privacy legisla(on
Programma(c
Adver(sing networks
Single source networks
Virtual Reality
replacing PCs/Mobile
Top 2 Box on Disrup(ve Poten(al
Insights buyer or client Insights provider or supplier
50% 25% 0% 25% 50%
Thinking about potential disruptors to how your company currently engages with consumers for research, rank the following from
Most to Least disruptive potential.
Source: GRIT Q1-Q2 2017

7. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
© 2017 OdinText Inc.
21%
47%
20%
11%
22%
42%
26%
10%
55%
22%
18%
5%
Be`er Worse Stay the same Not sure
Is Sample Quality Gecng Be`er, Worse, Or Staying The Same?
Insights buyer or client Research Providers Sample/Panel Providers

8. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
© 2017 OdinText Inc.

9. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
2.6% 1.9%
1.3%
2.9%
7.1%
11.0%
23.7%
25.8%
13.6%
9.5%
1 - Not At All
satisfied
2 3 4 5 6 7 8 9 10 - Extremely
satisfied
0
0.05
0.1
0.15
0.2
0.25
0.3
N= 6208

10. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
55.2%
38.4%
6.2%
Yes No I'm not sure
0
0.1
0.2
0.3
0.4
0.5
0.6
N= 6208

11. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
18.6%
35.6%
27.6%
12.3%
2.8% 2.8%
5 minutes or less 6 - 10 minutes 11 - 15 minutes 16 - 20 minutes More than 20 minutes I’m not sure
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
N= 6208

12. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
36.6%
7.4%
12.6%
10.7% 8.9%
6.3% 6.3%
2.5%
7.4%
1.0%
To earn
rewards or
prizes
To be able to
shape
important
decisions
To supplement
my income
I enjoy doing
surveys
I find the
surveys
interesting
I appreciate
being asked
for my
opinions
I want my
views to be
heard
I like to be ‘in
the know’
Learn about
new products
and services
on the market
Some other
reason (please
specify)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
N= 6208

13. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Company Men(ons 2017 Rank 2016 Rank Change Company Men(ons 2017 Rank 2016 Rank Change Company Men(ons 2017 Rank 2016 Rank Change
System 1 Research (formerly
BrainJuicer) 441 1 1 0 Luc.id 68 19 47 28 Remesh 25 37 DEBUT DEBUT
Ipsos 364 2 2 0 FocusVision 54 20 21 1 mFour 24 38 DEBUT DEBUT
Nielsen 253 3 4 1 Itracks 54 21 DEBUT DEBUT YouGov 23 39 34 (5)
OdinText 248 4 36 32 Toluna 51 22 17 (5) Flamingo 22 40 28 (12)
Insites Consul(ng 202 5 3 (2) Macromill 47 23 24 1 IBM 22 41 37 (4)
Research Now 165 6 15 9 Cint 45 24 31 7 Join the Dots 22 42 46 4
GfK 160 7 5 (2) Lightspeed 43 25 23 (2) MadPow 22 43 DEBUT DEBUT
Kantar Group 155 8 16 8 Voxpopme 42 26 50 24
Sen(ent Decision
Science 22 44 33 (11)
ZappiStore 151 9 11 2 Discuss.io 41 27 44 17 Sawtooth Sojware 21 45 DEBUT DEBUT
LRW 135 10 8 (2) SKIM 41 28 DEBUT DEBUT MARU Group 20 46 DEBUT DEBUT
SSI 126 11 13 2 Gutcheck 34 29 14 (15)
Happy Thinking
People 20 47 32 (15)
Google 124 12 10 (2) Intage 34 30 22 (8) InfoScout 19 48 35 (13)
Millward Brown 116 13 9 (4) AYTM 30 31 43 12 InsightsNow 19 49 DEBUT DEBUT
Qualtrics 111 14 12 (2) Confirmit 30 32 DEBUT DEBUT Hall & Partners 18 50 40 (10)
TNS 107 16 6 (10)
SurveyMon
key 29 33 26 (7)
Schlesinger
Associates 18 51 DEBUT DEBUT
Hotspex 105 16 18 2 RIWI Corp. 27 34 19 (15) Buzzback 18 52 DEBUT DEBUT
20/20 Research Technology 79 17 20 3 Burke 26 35 DEBUT DEBUT Dig Insights 18 53 DEBUT DEBUT
Vision Cri(cal 78 18 7 (11) Facebook 26 36 39 3 GetFeedback 18 54 DEBUT DEBUT
Source: GRIT Q1-Q2 2017

14. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
0 10 20 30 40 50 60 70 80 90 100
Good consumer connec(on
Representa(ve sample
Good connec(on between researchers and marketers
Rigorous analysis
Change the actude and decisions of marke(ng execu(ves
Generates measurable ROI
Clear storyline
Delivering consulta(ve recommenda(ons
56
57
59
70
82
83
98
100
52
62
64
65
70
79
92
100
Index of Elements Impac(ng Research Success – Success
Pillars
Suppliers Buyers
Source: GRIT Q1-Q2 2017

15. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
0 10 20 30 40 50 60
The use of tradi(onal proven methods
Reputa(on of the agency
Low price
Openness to collaborate with third par(es (agencies)
Surprising results
Our experience with the agency
Provides content for external marke(ng communica(on
The innova(veness of the research method
Interac(ve presenta(ons and workshops
Fast results
Flexibility of the agency
Crea(ve repor(ng
An engaging experience for par(cipants
0
7
9
15
20
24
26
31
35
39
39
39
41
8
16
0
19
17
27
35
47
37
36
42
47
51
Index of Elements Impac(ng Research Success – Less
Impact
Suppliers Buyers
Source: GRIT Q1-Q2 2017

16. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
18.30%
15.90%
18.60% 18.80%
28.40%
16.60%
14.70%
20.00% 19.40%
29.32%
Price Geographic reach Innova(ve approach Speed of results Quality of insights
generated
Project Priori(za(on
Client Supplier
Source: GRIT Q1-Q2 2017

17. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Conclusion: A Blueprint For The Research Industry
Principles
Build brands &
rela(onships
Be transparent
Engagement is
key
Make it simple &
clear
UX ma`ers
Implementa(on
Leverage
technology
Make it mobile
first
Keep it short
Deliver flexible &
real-(me rewards
Ensure 100%
data quality
CX Focus
Put the
respondent first
Let respondents
set the terms of
engagement
Be respecVul
Make it
rewarding
Create win/win
rela(onships

18. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Thank You!

19. Is Innova(on The Cure For The Respondent Blues?
Lenny Murphy, GreenBook/Gen2 Advisors
Opportunities &
Challenges in MR
Q & A
Lenny Murphy
GreenBook/Gen2 Advisors
Ray Poynter
The Future Place