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.

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.

• AI Workflows: 84% of analytics professionals are using agentic AI for data preparation and integration.
• Emerging Methods: 77% of mid-size research suppliers already use AI-powered emotion analytics.
• Research Infrastructure: 62% of brand-side researchers now use proprietary research panels.
• Insights Operations: 8 in 10 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.

1. AI Adoption in Research and Analytics: The 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.

2. Market Research Benchmarks: GRIT breaks out benchmarks by firm size and tech-led vs. service-led, allowing for comparison in AI adoption, method portfolios, budgets, staffing, and technology investment.

3. How Insights Teams Are Changing: Insights operations debuted at 80% recognition, mapping how insights functions are restructuring and where responsibilities are shifting.

4. What's Changing for Research Firms: Mid-size research firms now lead in revenue growth and capability expansion, while the largest firms are exiting fieldwork towards consulting and analytics.

5. Emerging Research Methods: Emotion and affect analytics and AI-powered video analytics show immediate strong adoption, leading the charge in emerging methodologies.

6. Data Quality and Fraud Prevention: 70 to 88% of users employ fraud detection tools regularly, indicating a standardization in practice and a growing reliance on proprietary panels.

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.

• Monika Rogers: Discusses how insights wins when everyone can prompt AI.
• Laura Pulito: Explores the quiet infrastructure behind modern insights with qualitative research.
• Daniel Graff-Radford: Addresses continuous intelligence in research methods.
• Matilda Sarah: Focuses on AI governance and the correlation with confidence in risk management.
• Rick Kelly: Emphasizes that efficient executors are at higher risk due to a lack of governance.

GRIT Editions

2026 GRIT Insights Practice Report explores the trends reshaping market research, insights, and analytics. Monitoring AI adoption and changing methodologies, the report details how organizations can thrive in evolving environments.