GRIT - insights — Greenbook
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.
GRIT 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.
June 16, 2026
GRIT 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
June 16, 2026
GRIT 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
June 16, 2026
GRIT The Great Reclassification
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
G
Gen2 Advisors
June 16, 2026
GRIT 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...
Rick Kelly
Chief Strategy Officer at Fuel Cycle
June 16, 2026
GRIT 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.
Holland Martini
Chief Insights Officer at GoodQues
June 16, 2026
GRIT 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
October 9, 2023