2024 GRIT Insights Practice Report
Data collected
Q1 2024
Published
May 2024
What’s inside:
The 2024 GRIT Insights Practice Report details trends in usage of new (and established) research methodologies, how buyers choose providers and partners, how organizations develop and socialize insights, how technology impacts workflows for both brands and suppliers, and emerging best practices that will define the future of our industry.
Major themes:
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A new GRIT buyer segment: data and analytics
For the first time, we compare buyer-side professionals who focus on market research to those who focus on data and analytics. What does this mean for how they should collaborate? What could it mean for how suppliers approach prospects?
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Buyers turn up the heat on sample quality
Sample availability, respondent quality, and fraud are causing insights professionals to miss deadlines and, in some cases, make poor business decisions. From fraud detection to custom panels, the industry is fighting back. Who’s winning and what’s working?
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AI, Automation, & Analytics: The Axis of Insights?
Insights professionals are closely monitoring AI use cases, technology innovations, and all kinds of analytics for all types of data. When the three come together, doors open, revealing previously unimaged opportunities. What tools are being created and adopted - and who’s leading the way?
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Synthetic Sample and Synthetic Data
The advent of GenAI has created new opportunities for synthetic sample and synthetic data, and adoption and trial are growing in every segment. Who are the early adopters and how much traction have they gained in regular usage?
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Tough times for suppliers
After a stunning rebound from the devastation of COVID, suppliers report some of the worst numbers ever in GRIT. Automation and technology enable buyers to take more work in-house, and cut-rate competitors make it tough to sell projects on value. Are suppliers misaligned with rapidly changing buyer needs and practices or will this pass?
About the results:
The GRIT Report gathers data from insights professionals around the world, covering both brand-side and supplier-side perspectives. We break down each topic by eight segments to provide you with the granularity you need to understand industry trends and apply them to advancing your career and growing your business.
Contents
1
Overview
Foreword
Executive Highlights
Design, Methodology, and Sample
2
The Practice of Insights
Industry Buzz Topics
Roles of Insights Professionals
Scope of Insights Impact
Sample Quality & Availability
A Day in the Life
The Learning Professional
3
Trends in Methodologies and Approaches
Insights’ Hottest Methods!
Survey Research
Focus Groups and IDIs
Sample
Observational Research
Biometrics and Neuroscience
Data and Analytics
Other Methodologies
4
The Management of Insights
Management Strategies
Investment Trends
Research Automation
Criteria for Methods and Suppliers
Business Outlook
Expert commentary
Recollective Inc.
The Automation Era: The Rise of AI in Qualitative Research
AI integration is revolutionizing qualitative research and shaping the industry's future by using AI tools for efficient analysis and personalized insights.
By Laura Pulito
Entropik
Hot or Not? Unmasking the Trendiest Insights Methods
Discover changing customer insights methods. Learn about online communities, surveys, Big Data analytics, and AI's influence on research strategies.
By Lava Kumar
Fuel Cycle
Career Success in the AI Era
Navigate the AI era by upskilling amid automation, learn how autonomous AI systems create efficient workflows. Embrace continuous learning for career success.
By Rick Kelly
Tango, a division of Blackhawk Networks (BHN)
The Automation Era: AI Tooling and the Magnification of Consequences
Discover how AI tools enhance fraud detection, emphasizing transparency, fairness, and privacy. Navigate the automation era with trust and efficiency.
By Monica Bush
Dynata
Continuous Improvement and a Holistic Approach to Data Quality
Ensure reliable survey data by tackling respondent fraud and disengagement. Sustain engagement and stay ahead of fraudulent practices for accurate results.
By Steven Millman
NewtonX
Reclaim Your Peace of Mind: B2B’s Entering Its New Standard of Truth
Uncover the truth behind B2B data reliability issues and embrace a future of trust and authenticity. Join industry leaders in a quest for accurate information.
By Sascha Eder
Displayr
A Day in the Life of the Full Service Researcher. A Personal Perspective
Uncover the trends in full-service research. Learn how technology and generative AI are reshaping the industry and positioning researchers for strategic roles.
By Andrew Kelly
Yabble
Embracing Innovation: The Transformative Impact of the ‘Hottest Technologies’ in Market Research
Discover the future of market research with chatbots and synthetic samples. Enhance insights, reduce costs, and overcome data collection challenges.
By Kathryn Topp
Market Research Merry-Go-Round: Not So Merry
Explore the intricate landscape of market research metrics through The GRIT Report, highlighting the hurdles organizations face in achieving their goals.
By Gen2 Advisors
Forsta
Tomorrow’s Business Today With an Intelligent Data Strategy
Prioritize data ownership and platform selection for informed decisions. Stay competitive with a robust data strategy for AI integration and tangible outcomes.
By Torbjörn Andersson
Suzy
Surveying the Future: Thoughts on Market Research in the Digital Age
Discover the significance of online surveys in the digital era, adapting to evolving user behaviors with a focus on data quality and innovative strategies.
By Steve Seiferheld
Glimpse
Principles to Follow for Success with Synthetic Sample
Embrace the future of market research by combining human insights and reliable synthetic samples for unbiased research and enhanced brand perception.
By Neil Dixit
Prelaunch.com
Why Insights Improve When Survey Respondents Pay You
Gain insights on customer profiles, pricing, & product usage with our survey platform. Incentivize with deposit payments for accurate data & feedback.
By Narek Vardanyan
Quest Mindshare
Sample Marketplaces, Programmatic Sample and the Economy of Fraud
Discover sample marketplaces, programmatic sampling shaping online industry, impacting fraud economy on our site.
By Greg Matheson
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Is Analysis of Open-Ended Responses Generating Core Insights?
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