2026 Edition

2026 GRIT Insights Practice Report

The Greenbook Research Industry Trends (GRIT) Insights Practice Report explores the trends reshaping market research, insights, analytics teams while connecting those shifts to the operational realities of how insights functions actually work. From AI adoption and evolving research methods to team structure, workflows, and investment priorities, the report helps organizations benchmark their strategies, capabilities, and decision-making against peers across the industry.

16th edition

Q1 2026data collected

2026published in June

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Key Findings from the
2026 GRIT Insights Practice Report

AI, automation, and shifting client expectations are creating two distinct operating models within the insights industry. One remains anchored in breadth, human judgment, and traditional research execution. The other is increasingly built around analytics depth, operational integration, and machine-augmented speed. Where an organization lands on that divide may be the most consequential strategic question facing insights teams today.

73%

AI Workflows

of analytics professionals are using agentic AI for data preparation and integration.

50%

Emerging Methods

of mid-size research suppliers already use AI-powered emotion analytics.

49%

Research Infrastructure

of brand-side researchers now use proprietary research panels.

8 in 10

Insights Operations

insights professionals say insights operations now plays a significant role inside research organizations.

The data shows organizations restructuring around automation, operational control, and analytics-led decision making

What's Inside the
2026 GRIT Insights Practice Report

The trends, methods, operating models, technology shifts, governance challenges, and business pressures reshaping how market research, insights, and analytics teams work today.

AI Adoption in Research and AnalyticsThe industry has converged on three tasks where agentic AI is already embedded: analyzing data, updating reports, and preparing and integrating data. But AI governance remains a critical gap, and confidence in AI risk management correlates directly with exceeding business goals. Know where your organization stands before the gap becomes a liability.

Market Research BenchmarksFor the first time, GRIT breaks out benchmarks by firm size and tech-led vs. service-led, so you can compare AI adoption, method portfolios, budgets, staffing, and technology investment against the segment that actually looks like yours.

How Insights Teams Are ChangingBrand-side researchers and analytics professionals are diverging on nearly every tracked dimension, and insights operations debuted at 80% recognition across both segments in its first year of tracking. GRIT maps how insights functions are restructuring and where responsibilities are shifting. Use it to make the case for how your team should be designed, resourced, and positioned.

What's Changing for Research FirmsMid-size research firms (101 to 500 employees) now lead the industry in revenue growth, capability expansion, and AI governance maturity, while the largest firms are three years into a deliberate exit from fieldwork toward consulting and analytics. The report shows which operating model is winning and where the market is opening up.

Emerging Research MethodsEmotion and affect analytics and AI-powered video analytics both entered GRIT tracking this year with immediate strong adoption, and synthetic data crossed from niche topic to top-three industry buzz in a single wave. The report shows which segments are leading each method and what early adoption curves looked like for prior breakout methods. Get ahead of client demand instead of catching up to it.

Data Quality and Fraud PreventionFraud detection has become embedded standard practice, with 70 to 88% of users across every segment using tools regularly, while brand-side researchers are increasingly building proprietary panels to reduce reliance on external suppliers. GRIT covers where investment is accelerating, how AI governance gaps are creating risk, and which organizations are getting it right.

Those most at risk are not the slow adopters of AI; they are the efficient executors with no clear control point.

— 2026 GRIT Insights Practice Report

Senior leaders should stop asking how to use AI and start asking what work, decisions, risks, suppliers, data, and talent need to be redesigned around trusted automation.

— 2026 GRIT Insights Practice Report

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How Research Leaders Are Responding to the GRIT Data

Expert commentary from research and analytics professionals on AI adoption, emerging research methods, data quality, insights operations, and the future of insights work.