GfK has once again placed among the most innovative market research firms, according to an annual ranking published by the American Marketing Association.
Based on responses from nearly 4,000 market research clients and suppliers around the world, the latest GreenBook Research Industry Trends (GRIT) report places GfK at #6 among research vendors when it comes to innovation. This represents a jump of one place versus last year’s ranking, and puts GfK ahead of companies such as Google, VisionCritical, and YouGov.
In terms of what makes companies innovative, suppliers tend to think in terms of specific technologies and methodologies, while clients are far more likely to mention flexibility and customer focus. Based on these findings, GreenBook observes that “a truly innovative business needs to balance the speed and flexibility required to stay current technologically and methodologically with the softer, human side of the business.”
Respondents who cited GfK as innovative were equally likely to come from North America or Europe, with Central and South America and Asia also contributing to the company’s strong showing.
The report also includes a listing of most innovative research client companies, as well as special sections on blockchain, the future of sampling, automation platforms, and GDPR.
You can access the GRIT report at this link.