# GRIT

## Greenbook Research Industry Trends Report

### About GRIT Reports

For two decades, _Greenbook Research Industry Trends (GRIT)_ Reports have provided a comprehensive fact base of important trends in the insights, analytics, and research industry. The information and analyses in these reports help brands to grow their insights practices, suppliers to grow their revenue, and insights professionals to grow their careers.

Each year, Greenbook publishes at least two GRIT Reports. The _Business and Innovation Report_ explores the evolving industry structure and trends that shape and are shaped by insights strategy, such as innovation. The _Insights Practice Report_ focuses on trends in approaches, methodologies, and skills that affect the success or failure of insights work.

As the most comprehensive source of information and guidance on insights trends, _GRIT Reports_ provide businesses and individuals, buyers and suppliers, and every kind of insights professional with necessary tools to plan strategies for growth.

### Who should read GRIT?

Anyone who works with, manages, or uses deliverables from research, analytics, or insights will benefit from reading GRIT Reports. However, the reports are as comprehensive and detailed as the audience is broad, and not every topic will be equally engaging to every individual.

#### GRIT Editions

**GRIT Insights Practice Report**

This report focuses on trends in approaches, methodologies, and skills that affect the success or failure of insights work. The latest edition covers emerging methodologies, the evolving insights professional, industry buzz topics, and more – plus expert commentaries for each topic.

[See latest report](/content/grit/insights-practice-edition "GRIT Insights Practice Report"/index.html)

**GRIT Business & Innovation Report**  
The 2025 edition of the GRIT Business & Innovation report provides a deep dive into the evolving strategies and technology shaping the insights industry. Featuring the latest GRIT Most Innovative Suppliers and Brands and expert commentaries, this essential resource guides leaders in navigating today’s dynamic market with insights on transformation and investment trends.  
[See latest report](/content/grit/grit-business-and-innovation-edition "GRIT Business & Innovation Report"/index.html)

**GRIT Latin America Report**  
This groundbreaking GRIT Report examines insights from the 2023 GRIT Insights Practice Report through the lens of LATAM buyers and suppliers. It compares LATAM with other regions, highlights differences across South and Central America, and features expert commentary on each topic.  
[See latest report](/content/grit/latam "GRIT Latin America Report"/index.html)

### Review GRIT topics that may be most relevant to your role

- Brand-side Practitioners
- Brand-side Business Leaders
- Supplier-side Practitioners
- Supplier-side Business Leaders

#### Unmet Needs

The pandemic created situations that may have created more separation between insights professionals and the business issues they need to address. What can you do help ensure that the work you perform aligns with the ultimate business needs and perhaps delivers beyond those needs? (B&I)

#### Evolving Insights Professional

Increasingly, insights professionals are focused on developing skills in areas as diverse as data science and storytelling, but does any individual have the resources and capacity to learn all the skills they might need? How do they prioritize them and how do they make them work together? (IP)

#### Caution: AI at Work

AI-enabled solutions can help you meet the ever-increasing demand for speed and cost reduction, but some forms have weaknesses that can lead to incorrect answers or put your company’s IP at risk. What do you need to consider before you start applying solutions to specific questions and problems? (B&I)

#### Emerging Methods

If a new methodology or approach can increase the quality, speed, or cost-effectiveness of your insights work, delaying adoption can cost you opportunities to increase your throughput or, perhaps worse, put the business at a competitive disadvantage. Which are worth your time and effort to explore? (IP)

### Testimonials

"The GRIT Report is a great source to stay on top of industry trends and innovation. I am using GRIT regularly to update our commercial insights category strategy and identify innovative solutions."

**Anja Hauptmann**  
_Global Category Lead Commercial Insights, Bayer_  
[LinkedIn Profile](https://www.linkedin.com/in/anja-hauptmann-871b98169/)

"The GRIT Report is my go-to when we are evaluating strategic growth opportunities. It cuts through the noise and gives me real indications of market adoption. No other source for information about our industry can beat GRIT."

**Bruce A. Haymes**  
_Chairman of the Board, Toluna_  
[LinkedIn Profile](https://www.linkedin.com/in/haymesb/)

"I rely on Greenbook and GRIT to help inform me of the leaders in insights innovation, and find the companies that will get my teams at P&G the right insights, with the right people at the right price."

**Charlie Rader**  
_Digital Insights Designer, Procter & Gamble_  
[LinkedIn Profile](https://www.linkedin.com/in/charlie-rader-aa384a4/)

"By tapping into the deep well of industry insights and trends provided by GRIT, we are able to make informed decisions to shape our business strategy and guide the moves we make in this evolving landscape."

**Lisa Wilding-Brown**  
_Chief Executive, InnovateMR_  
[LinkedIn Profile](https://www.linkedin.com/in/lisawildingbrown/)

### Related Learning

- **The Quiet Infrastructure Behind Modern Insights**  
  [Read commentary](/content/insights/grit/the-quiet-infrastructure-behind-modern-insights/index.html)  
  **Laura Pulito, Vice President of Research at Recollective Inc.**  
  June 16, 2026

- **Research Should Run Like Business: Continuously**  
  [Read commentary](/content/insights/grit/research-should-run-like-business-continuously/index.html)  
  **Daniel Graff-Radford, CEO at Discuss**  
  June 16, 2026

- **AI Governance Isn’t Really About Governance**  
  [Read commentary](/content/insights/grit/ai-governance-isnt-really-about-governance/index.html)  
  **Matilda Sarah, Co-Founder + VP Sales & Marketing at Displayr**  
  June 16, 2026

- **Those Most Confident Are Not Hiding from Change**  
  [Read commentary](/content/insights/grit/those-most-confident-are-not-hiding-from-change/index.html)  
  **Rick Kelly, Chief Strategy Officer at Fuel Cycle**  
  June 16, 2026

- **Adding a Further Perspective: The Consumption Layer**  
  [Read commentary](/content/insights/grit/adding-a-further-perspective-the-consumption-layer/index.html)  
  **Torbjörn Andersson, Global Senior Vice President & GM - Delivery & Market Research at Forsta**  
  June 16, 2026

- **We Built a Faster Factory. Now What Are We Producing?**  
  [Read commentary](/content/insights/grit/we-built-a-faster-factory-now-what-are-we-producing/index.html)  
  **Holland Martini, Chief Insights Officer at GoodQues**  
  June 16, 2026