Generative Competitive Research
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Studies ledger

The full record, in aggregate

Every study GCR has run since 2009, summarized by method, sector and frequency. Published in aggregate: no client names, no per-study dates, per our confidentiality policy.

Source: GCR Studies Ledger, 2009–2026

  • Health & Pharma: a doctor talking with an older patient Health & Pharma
  • FMCG: a family comparing a product in a supermarket aisle FMCG
  • Television: a family watching television at home Television
  • Banking: a customer using an ATM in a bank Banking
  • Beverages: a shopkeeper handing a bottled drink to a customer in a corner shop Beverages
  • Education: a teacher speaking to students in a lecture hall Education
  • Automotive: customers looking at a car's engine in a showroom Automotive
  • Nutrition: a mother and child reading a food label in a kitchen Nutrition
  • Sportswear: a shop assistant with running shoes in a sportswear store Sportswear

Where our clients are

Clients are based in 22 countries. Europe alone commissions 77 of the 339 studies, across 11 countries — mapped in detail below. GCR reports on LATAM and North America; the organizations buying that work are headquartered worldwide.

  • Five largest
  • Other countries
  • Europe, combined
Studies by the client's country of origin A world map of the countries GCR's clients are based in, each labelled with its number of studies. Europe is shown as a single combined marker of 77 studies across 11 countries, and is broken out on the next map. 339 studies in total. The full figures are in the table below. 69 65 55 53 6 4 3 2 2 2 1 77 Europe
View data
Client's countryStudies
United States69
Argentina65
Mexico55
Colombia53
India6
Brazil4
China3
Japan2
Uruguay2
United Arab Emirates2
South Africa1
Europe, combined77
Source: GCR Studies Ledger, 2009–2026

This is the client's country of origin — where the organization that commissioned the study is based. It is not where fieldwork ran, and it does not overlap with the fieldwork cities counted elsewhere on this site.

European clients in detail

The United Kingdom is 48 of Europe's 77 studies — a book of work in its own right. The remaining 29 are spread thinly across ten countries, most of them one or two studies.

European clients in detail A map of Europe labelling each of the 11 countries GCR's European clients are based in with its number of studies, 77 in total. The full figures are in the table below. 48 United Kingdom 8 France 4 Ireland 4 Serbia 3 Germany 2 Spain 2 Netherlands 2 Sweden 2 Austria 1 Poland 1 Cyprus
View data
Client's countryStudies
United Kingdom48
France8
Ireland4
Serbia4
Germany3
Spain2
Netherlands2
Sweden2
Austria2
Poland1
Cyprus1
Source: GCR Studies Ledger, 2009–2026

Studies by collection method

Face-to-face interviews and in-depth interviews carry the most studies, with online fieldwork now close behind them.

View data
MethodStudies
Face-to-Face Interviews77
In-Depth Interviews75
CAWI66
CATI44
Focus Groups31
Desk Research21
Mystery Shopper13
Project Management8
Ethnography3
CLT1
Source: GCR Studies Ledger, 2009–2026

Quantitative and qualitative, tracking and ad-hoc

Two different halves of the same record. Roughly two studies in three are quantitative, and the tracking and ad-hoc sides are almost evenly matched.

View data
SplitStudies
Quantitative229
Qualitative110
Tracking180
Ad-Hoc159
Source: GCR Studies Ledger, 2009–2026

Studies by study type

Competitive work, concept tests, brand and usage-and-attitudes studies carry most of the record; the rest is a long tail of specific questions.

Source: GCR Studies Ledger, 2009–2026

Study type by method

What the client actually asked for, and how each objective is answered. The method columns and the frequency columns each account for all 339 studies, so a row reads as one sentence: competitive work is quantitative and it is tracking; usage-and-attitudes work is qualitative and it is ad-hoc.

Study type Studies Quantitative Qualitative
Competitive 49 49 0
Concept Test 48 10 38
U&A 46 11 35
Brand 46 39 7
Quality 38 37 1
HTU 36 18 18
Satisfaction 18 13 5
Market Entry 15 13 2
Aftersales 15 15 0
Prices 12 10 2
UX 6 4 2
Industry Analysis 5 5 0
Benchmark 3 3 0
AD Test 2 2 0

Source: GCR Studies Ledger, 2009–2026

Client country by collection method

The operational footprint. Each market is answered with the method that works there: telephone in Argentina, face-to-face in Colombia, in-depth interviews in Mexico and the United Kingdom, online in the United States.

Client's country Face-to-Face Interviews In-Depth Interviews CAWI CATI Focus Groups Desk Research Other Total
United States 10 10 41 0 2 3 3 69
Argentina 1 2 4 36 6 2 14 65
Mexico 12 31 2 0 9 0 1 55
Colombia 33 2 4 4 2 4 4 53
United Kingdom 5 21 11 1 1 8 1 48
France 8 0 0 0 0 0 0 8
Other 8 9 4 3 11 4 2 41
Total 77756644312125 339

Source: GCR Studies Ledger, 2009–2026

Quantitative and qualitative by client country

The mix is not the same in any two markets. Colombia and Argentina are almost entirely quantitative; Mexico is the reverse, with 42 of its 55 studies qualitative; the United Kingdom is close to an even split.

  • Quantitative
  • Qualitative
View data
Client's countryQuantitativeQualitativeStudies
United States571269
Argentina56965
Mexico134255
Colombia49453
United Kingdom262248
Source: GCR Studies Ledger, 2009–2026

Quantitative and qualitative by sector

Sportswear and banking are quantitative without exception. Health and pharma is the one large sector that leans qualitative, and education is close to balanced.

  • Quantitative
  • Qualitative
View data
SectorQuantitativeQualitativeStudies
Health & Pharma253257
Sportswear49049
FMCG35540
Television28735
Automotive20323
Banking15015
Education6814
Nutrition639
Source: GCR Studies Ledger, 2009–2026

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