By Ray Poynter
When reviewing the market research approaches and techniques being used or considered we need to keep in mind that the GRIT sample tends to be drawn from people more interested in change and new approaches. This means the data should not be taken as being an audit of the whole research industry; rather the data are an indication of change and rate of change.
Four Categories of Adoption of New Techniques
As the chart below shows the GRIT participants usage of techniques produces four categories of adoption: Already Mainstream, Wide Level of Interest, Third Tier, and Niche
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