2024 GRIT Business & Innovation Report

“This is GRIT’s fourth time partnering with NewtonX, and the difference between processing the sample they provide versus the data we collect ourselves is like night and day…”

-Lenny Murphy, Chief Advisor for Insights and Development at Greenbook

The Greenbook Research Industry Trends Report is the go-to guide for leaders in market research. As the official B2B research partner of the GRIT Report, NewtonX contributes verified data from buyer-side insights professionals who focus on market research and analytics. 

By partnering with Greenbook to maintain a clean and robust GRIT sample, we support the entire research industry with trustworthy insights that keep business leaders ahead of emerging trends. 

Get the 2024 GRIT Business & Innovation Report

“This year, keeping up with technology (especially AI) commands the lion’s share of attention.” -2024 GRIT Report

Unsurprisingly, AI innovation and adoption emerged as a key trend in this 33rd edition of the report. As AI continues to raise the stakes, reliable research can accelerate your company’s success or lead it astray—this is why NewtonX is prioritizing innovation in areas like synthetic research using augmented data (check out our Greenbook webinar on the topic). Greenbook recognizes our commitment to innovation by including NewtonX in its list of top 10 most innovative field services suppliers.

Other Key Insights from the Report:

• Generative AI Replaces Work Processes: GenAI adopters are using it not only to supplement their work but to replace entire processes. 
• Exceptional Insights Work Depends on Stakeholders: Brand-side researchers who consistently produce standout work do something others don’t: they involve stakeholders early and late in the project cycle.
• Full-Service Research Continues to Attract and Grow: Despite pre-pandemic expectations strategic consulting would take over the supplier side, full-service research has emerged as a safe haven post-pandemic, especially for suppliers. 
• Analytics Grabs Executive Attention: Executive involvement in brand-side research peaked at 60% pre-pandemic, but lately, the executive team has become more enamored of analytics.
• The Go-To Solution for Unstructured Data: GenAI’s more recognized strength lies in analyzing unstructured data, a key offering from strategic consultancies and full-service providers.