# 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](/content/insights/grit/index.html) [**The Quiet Infrastructure Behind Modern Insights**](/content/insights/grit/the-quiet-infrastructure-behind-modern-insights/index.html)  
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

[Read commentary](/content/insights/grit/the-quiet-infrastructure-behind-modern-insights/index.html)

[GRIT](/content/insights/grit/index.html) [**Research Should Run Like Business: Continuously**](/content/insights/grit/research-should-run-like-business-continuously/index.html)  
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

[Read commentary](/content/insights/grit/research-should-run-like-business-continuously/index.html)

[GRIT](/content/insights/grit/index.html) [**AI Governance Isn’t Really About Governance**](/content/insights/grit/ai-governance-isnt-really-about-governance/index.html)  
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

[Read commentary](/content/insights/grit/ai-governance-isnt-really-about-governance/index.html)

[GRIT](/content/insights/grit/index.html) [**The Great Reclassification**](/content/insights/grit/the-great-reclassification/index.html)  
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

[Read commentary](/content/insights/grit/the-great-reclassification/index.html)

[GRIT](/content/insights/grit/index.html) [**Reframing AI for Insights: From Threat to Opportunity and Operating System**](/content/insights/grit/reframing-ai-for-insights-from-threat-to-opportunity-and-operating-system/index.html)  
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

[Read commentary](/content/insights/grit/reframing-ai-for-insights-from-threat-to-opportunity-and-operating-system/index.html)

[GRIT](/content/insights/grit/index.html) [**Adding a Further Perspective: The Consumption Layer**](/content/insights/grit/adding-a-further-perspective-the-consumption-layer/index.html)  
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

[Read commentary](/content/insights/grit/adding-a-further-perspective-the-consumption-layer/index.html)

[GRIT](/content/insights/grit/index.html) [**Innovative Buyers Take Risks, Push Boundaries, and Collaborate**](/content/insights/grit/innovative-buyers-take-risks-push-boundaries-and-collaborate/index.html)  
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

[Read commentary](/content/insights/grit/innovative-buyers-take-risks-push-boundaries-and-collaborate/index.html)