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GRIT
Greenbook's GRIT Reports provide insights into the market research industry's trends, challenges, and opportunities. It offers a comprehensive view of the sector, highlighting emerging technologies, methodologies, and key players shaping its future.
The Quiet Infrastructure Behind Modern Insights
Qualitative research remains a craft of deliberate choices. As analytics teams expand methods for scale, researchers continue to prioritize depth, con...
Laura Pulito
Vice President of Research at Recollective Inc.
Latest
Research Should Run Like Business: Continuously
AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
Daniel Graff-Radford
CEO at Discuss
AI Governance Isn’t Really About Governance
GRIT data reveals a governance gap: the teams driving AI adoption in insights are often the least confident in how AI risks are being managed.
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
The Great Reclassification
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Reframing AI for Insights: From Threat to Opportunity and Operating System
The 2026 GRIT Report reveals AI adoption is moving past “should we use it?” toward a deeper challenge: aligning AI with human insight and research rig...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Those Most Confident Are Not Hiding from Change
AI will compress research workflows, but like Jevons’ paradox, efficiency may expand research activity everywhere—not reduce the need for insights.
Rick Kelly
Chief Strategy Officer at Fuel Cycle
Adding a Further Perspective: The Consumption Layer
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
We Built a Faster Factory. Now What Are We Producing?
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
Research Should Run Like Business: Continuously
AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
Daniel Graff-Radford
CEO at Discuss
AI Governance Isn’t Really About Governance
GRIT data reveals a governance gap: the teams driving AI adoption in insights are often the least confident in how AI risks are being managed.
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
The Great Reclassification
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Reframing AI for Insights: From Threat to Opportunity and Operating System
The 2026 GRIT Report reveals AI adoption is moving past “should we use it?” toward a deeper challenge: aligning AI with human insight and research rig...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Those Most Confident Are Not Hiding from Change
AI will compress research workflows, but like Jevons’ paradox, efficiency may expand research activity everywhere—not reduce the need for insights.
Rick Kelly
Chief Strategy Officer at Fuel Cycle
Adding a Further Perspective: The Consumption Layer
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
We Built a Faster Factory. Now What Are We Producing?
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
Industry Insights from Partners
Elevating the Researcher Experience: It’s Time to Fix the Failings and Foster Success
Research suppliers/partners must take the lead in successfully managing researchers through change, including when to adopt new technology and how to ...
Reed Cundiff
CEO at Sago
Retool Research Processes to Maintain Organizational Influence
Primary market research and analytics must complement each other, and research groups must reframe value propositions around speed to insight.
Rick Kelly
Chief Strategy Officer at Fuel Cycle
Project Success Unleashed: The Power of Human Connections to Drive Insights Forward
As the influence of technology on research and insights grows, human insight must be applied to reach beyond stated objectives and ensure deep underst...
Reid Searls
VP, Product Development at NAILBITER
Innovative Buyers Take Risks, Push Boundaries, and Collaborate
Insights innovation is a competitive differentiator for businesses, and those who are willing to take risks and collaborate with external partners are...
Ruchika Gupta
CEO at Borderless Access
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