grit report — Greenbook
grit report
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GRIT We Built a Faster Factory. Now What Are We Producing?
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
HollandMartini
Chief Insights Officer at GoodQues
June 16, 2026
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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...
NielsSchillewaert
Head of Research and Methodologies at Conveo
June 16, 2026
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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...
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Gen2 Advisors
June 16, 2026
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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.
TorbjörnAndersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
June 16, 2026
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GRIT Insights Depend on Human Participation and Trust
The GRIT 2026 data shows quality infrastructure still matters most, with trusted panels and fraud detection remaining essential in AI-driven research.
JaniceCaston
EVP Marketing at Dynata
June 16, 2026
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GRIT Those Most Confident Are Not Hiding from Change
AI will compress research workflows, but like Jevons’ paradox, efficiency may expand research activity everywhere—not reduce the need for insights.
RickKelly
Chief Strategy Officer at Fuel Cycle
June 16, 2026
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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.
MatildaSarah
Co-Founder + VP Sales & Marketing at Displayr
June 16, 2026
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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...
DanielGraff-Radford
CEO at Discuss
June 16, 2026
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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...
LauraPulito
Vice President of Research at Recollective Inc.
June 16, 2026
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GRIT How Insights Wins When Everyone Can Prompt AI
The GRIT Report reveals insights teams in transition, with AI accelerating the spread of research, analytics, and decision-making across the enterpris...
MonikaRogers
SVP, Growth Strategy at CMB
June 15, 2026
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GRIT Beyond the Divide: Why Integration, Not Specialization, Defines the Future of Insights
Tech and service models are converging. GRIT reveals that true innovation now depends on integrating technology, data, and human interpretation.
Mary LoisSmith
VP, Market Research at Suzy
November 17, 2025
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GRIT Bias-Free and Insight-Rich! Why Conversational AI Is the Future of Market Research
Even great moderators carry bias. Discover how phrasing and group dynamics quietly steer conversations and influence research outcomes.
HannaKrazhan
Chief Commercial Officer at Yasna
November 17, 2025
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GRIT Owning Our Destiny: A Strategic Response to Supplier Pressures
The insights supply side faces structural shifts, not trends. Agencies must prove their value through sharper connection, creativity, and innovation.
MatthewLintern
Global CEO at MMR Research
November 17, 2025
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GRIT Turning Data into Decisions: A Day in the Life of an Insights Leader
Behaviorally’s AI-powered testing tools turn data into actionable guidance, helping brands convert shopper behavior into winning purchase moments.
KatieO’Connor
Senior Vice President of Key Accounts, UK at Behaviorally
November 17, 2025
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GRIT From Task Automation to Transformation: Aligning Leaders and ICs in the GenAI Era
Economic strain meets AI opportunity: GRIT and Qualtrics data show researchers adopting GenAI to automate tasks and sustain insights performance.
AliHenriques
Head of Market Research at Qualtrics
November 17, 2025
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GRIT The Expanding Constellation of Insights Collaborators
Insights no longer flow top-down. GRIT data shows a connected, data-literate ecosystem where analytics, marketing, and research collaborate to learn.
RickKelly
Chief Strategy Officer at Fuel Cycle
November 17, 2025
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GRIT Empowerment Isn’t a Tool. It’s a Partnership.
The DIY boom gave research speed but not clarity. Learn how aytm helps brands blend technology with expertise for smarter, strategy-driven insights.
StephanieVance
VP, Customer Experience & Research Strategy at aytm
November 17, 2025
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GRIT From Efficiency to Empathy: Reclaiming What Makes Insights Strategic
The GRIT Report reveals shrinking budgets and rising pressure. Insights leaders must balance AI efficiency with empathy to stay connected and relevant...
AneeshDhawan
Co-founder & CEO at Knit
November 17, 2025
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GRIT Who Really Decides (For Now)? Mapping the Power Structure Behind Insights Decisions
Technology is transforming who knows the customer best. Amid AI and data floods, human-centered insights remain brands’ strongest advantage.
AndrewReid
CEO and Founder at Rival Group
November 17, 2025
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GRIT Innovation Isn’t About Being First, It’s About Removing Friction
The 2025 GRIT Report shows true innovation isn’t just about AI—it’s about reducing friction between data and decisions through clarity and collaborati...
MatildaSarah
Co-Founder + VP Sales & Marketing at Displayr
November 17, 2025
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GRIT Rebuilding Trust: Why “Good Enough” Insights Aren’t Good Enough Anymore
The insights industry faces a trust crisis. GRIT shows it’s not a tech issue but a relationship one—authenticity must replace efficiency.
LauraPulito
Vice President of Research at Recollective Inc.
November 17, 2025
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GRIT Strategic & Financial Implications for Market Leaders
AI adoption drives a permanent market shift. GRIT 2025 reveals tech-led growth and steep declines among service-led research providers.
ElaineRiddell
Managing Director at Oaklins DeSilva+Phillips
November 17, 2025
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GRIT The Learning Professional: Redefining the Architecture of Human Intelligence
AI is reshaping research, but the biggest shift is human. Borderless Access explores how empathy and analytics unite in the age of intelligence.
DushyantGupta
Chief Operating Officer at Borderless Access
November 17, 2025
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GRIT Brand Side Roles and Teams – A View of Today and What Is Ahead?
AI is blurring lines between researchers and analysts. GRIT reveals analysts driving AI adoption while researchers uphold methodology and quality.
AlainBriancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
November 17, 2025
Artificial Intelligence and Machine Learning The Sea Change: Insights from the 2025 GRIT Business Outlook
GRIT’s Business Outlook reveals a research industry at a crossroads—tech-driven, cost-conscious, and demanding insights that drive real decisions.
ElaineRiddell
Managing Director at Oaklins DeSilva+Phillips
June 18, 2025
Artificial Intelligence and Machine Learning The Great AI Pivot: How Market Research Is Reinventing Itself (Without Losing Its Soul)
The 2025 GRIT Report reveals AI’s rise—and the trust crisis it brings. Can market research balance speed with authentic human understanding?
LeonardMurphy
Chief Advisor for Insights and Development at Greenbook
June 13, 2025
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GRIT Insight is Evolving…Are We Evolving With It?
The line between research and analytics is blurring. Hybrid teams and connected thinking are shaping faster, deeper, and more impactful insights.
HakanYurdakul
CEO at BoltChatAI
June 6, 2025
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GRIT Tech-First, Client-Centric: The Full-Service Model Comes of Age
Full-service research is evolving—tech-driven, modular, and client-centric. Discover why it’s now the dominant strategy in today’s insights landscape.
MatildaSarah
Co-Founder + VP Sales & Marketing at Displayr
June 6, 2025
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GRIT For Researchers, Artificial Intelligence is Inevitable
AI is reshaping market research. Learn why AI-native platforms are transforming workflows, cutting costs, and redefining the role of the researcher.
RickKelly
Chief Strategy Officer at Fuel Cycle
June 6, 2025
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GRIT Digital Qual is Not a Replica — It’s a Reinvention
Qual is evolving. Discover how platforms like Recollective are reshaping qualitative research with AI, asynchronous tools, and scalable insights.
LauraPulito
Vice President of Research at Recollective Inc.
June 6, 2025
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GRIT Fixing the Ship while Sailing It: Slow Change in Survey World
Survey quality is in crisis. Discover trends in microsurveys, chatbots, and best practices that can restore trust in online research data.
CamWall
President at Ola Surveys
June 6, 2025
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GRIT Leveling the Three-Legged Stool of Faster, Cheaper and Better
As price sensitivity rises, buyers still prioritize data quality. Learn how AI boosts both efficiency and insight while strengthening vendor partnersh...
JeffClaypoole
Managing Director, North America at Toluna
June 6, 2025
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GRIT Smarter Research Begins Here: AI That’s Built for B2B
NewtonX shares how AI-driven tools like Hub Researcher are advancing B2B insights, improving data quality, and redefining research at scale.
SaschaEder
CEO & Co-Founder at NewtonX
June 6, 2025
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GRIT From Claimed to Confirmed: Elevating Research Integrity with Verified Buyers
Claimed data is flawed. Learn how Verified Buyers from Numerator ensure accuracy, reduce noise, and drive decision-ready consumer insights.
KimSolana
VP, Survey at Numerator
June 6, 2025
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GRIT What’s Hot Isn’t Just What’s New—It’s What’s Next
GRIT reveals how AI, gamification & chatbots are reshaping research with authentic, engaging methods—especially for connecting with teen audiences.
AlanWhite
Vice President, Strategic Research & Data Analytics at TeenVoice
June 6, 2025
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GRIT Market Research in the Age of AI: Trends, Challenges, and Opportunities
AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.
AlainBriancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
June 6, 2025
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GRIT From Tech Hype to Insight Value: What 2025 Demands
AI is reshaping insights. Borderless Access blends human expertise with AI innovation to deliver faster, smarter, and more authentic consumer research...
RuchikaGupta
CEO at Borderless Access
June 6, 2025
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GRIT GRIT’s Hottest Methods Confirm the Rise of Agile, Iterative Research—And Suzy is Already There
Suzy uses AI to power agile, fraud-proof research with tools like Suzy Speaks, Signals, and Biotic—reshaping how brands gather and act on insights.
Mary LoisSmith
VP, Market Research at Suzy
June 6, 2025
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GRIT The Rise of the Strategic Insight Consultant: Connecting Knowledge to Growth
AI and qual-at-scale methods are transforming insights. The future lies in strategic consultants who turn multi-source data into business impact fast.
AndyBuckley
Sr. Go-to-Market Partner at Human8
June 6, 2025
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GRIT The Sea Change Is Here: Adapt or Get Left Behind
The insights industry is undergoing a seismic shift—AI, M&A, and tech-led models now define survival, growth, and dominance in a tighter budget era.
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OaklinsDeSilva+Phillips
at Oaklins DeSilva+Phillips
June 6, 2025
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GRIT Smarter Insights, Faster Pace: AI's Breakthrough in Market Research
AI is reshaping market research—accelerating workflows, enabling synthetic data, and augmenting human insight for faster, deeper understanding.
AliHenriques
Head of Market Research at Qualtrics
June 6, 2025
Artificial Intelligence and Machine Learning
Partner Content
Not Just Another Tech: Helping Deliver the Grit Report Year After Year
New AI platforms promise to simplify research by cutting daily tasks—but do they truly deliver? Explore the real impact of AI on researchers’ workflow...
TorbjörnAndersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
May 23, 2025
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GRIT B2B Market Research in the Age of AI: How NewtonX is Changing the Industry
NewtonX partners with GRIT 2024 to deliver AI-powered, accurate B2B research data, setting the standard for quality insights that drive impactful busi...
SaschaEder
CEO & Co-Founder at NewtonX
October 29, 2024
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GRIT Redefining Insights for a Dynamic Future through Innovation and Collaboration
Discover how AI, machine learning, and automation are transforming the insights industry, driving innovation, and enabling impactful strategies for bu...
RuchikaGupta
CEO at Borderless Access
October 29, 2024
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GRIT Navigating the Crossroads of Change
Explore key strategies and insights shaping the future of the analytics sector. Industry leaders must stay alert to critical trends for success in the...
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Gen2 Advisors
October 29, 2024
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GRIT AI: Powerful Tools to Augment Human Capability
AI in everyday life reveals optimism for AI’s benefits in data insights, but skepticism persists, highlighting its complex impact on personal and prof...
AliHenriques
Head of Market Research at Qualtrics
October 29, 2024
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GRIT Trackers: Building Block to Develop Comprehensive, Successful Business Strategy
Trackers are key to understanding brand health and trends. Combining quantitative and qualitative insights reveals the 'why' behind consumer behavior,...
MaryEmerson Baker
VP, Market Research at Suzy
October 29, 2024
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GRIT Staying Ahead of the Curve: How AI is Transforming Insights
Discover how AI is transforming market research with faster insights and accuracy. Stay competitive by embracing the latest in technology integration.
ThibaultCousot
Senior Vice President, Head of Product at Behaviorally
October 29, 2024
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GRIT Embracing AI in Everyday Life: A Path Forward
AI shapes daily life and the insights industry. Professionals are optimistic, balancing AI’s potential with a measured, practical approach to adoption...
LauraPulito
Vice President of Research at Recollective Inc.
October 29, 2024
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GRIT Meeting Project Objectives: Focusing on Client Delight
Explore why true partnerships in market research go beyond briefs, aiming to turn satisfaction into delight with deep analysis and actionable recommen...
BobbyStevenson
Executive Vice President, Client Success and Head of Research at Nailbiter
October 29, 2024
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