“Generative AI has moved beyond experimentation to redefine core workflows…yet this disruption coexists with caution.”
— Leonard F. Murphy, Chief Advisor for Insights & Development, Greenbook
As market researchers, we are continually gathering data about teams and industries other than our own. However, Greenbook created the 2025 GRIT Insights Practice Report just for us. This report is a trove of data on the evolving insights industry, along with actionable commentary.
As the official B2B research partner for the GRIT Report, NewtonX provided verified data from buyer-side insights professionals focusing on market research and analytics. Our contribution helps Greenbook maintain a clean and robust GRIT sample. We’re honored to support the entire research industry with reliable insights and valuable advice.
Get the 2025 GRIT Insights Practice Report
The insights industry has reached a pivotal moment with AI adoption. We’ve transitioned from experimenting to redefining core workflows and even embedding AI into client deliverables. The GRIT Insights Practice Report illuminates exactly how suppliers are leveraging AI and how buyers are responding.
Data quality remains paramount—arguably even more crucial as AI becomes increasingly integrated. That’s why NewtonX remains committed to ensuring top-notch data quality at every stage, and why we’re honored to support our partners at Greenbook.
Other Key Insights from the Report
- Full-Service Research Is Rebounding. More suppliers are now managing the entire research process, from design to execution. The most successful are those who blend new technologies, such as tools for analyzing unstructured data, into their offerings.
- Staff Cuts Continue. Most supplier segments still report significant staff reductions, although this trend has slowed somewhat in tech and analytics firms.
- Successful Suppliers Use AI. Suppliers who surpassed their goals were more likely to use AI in core project functions, such as report writing and survey design.
- Quality Concerns Remain. Despite AI’s capabilities, 40% of researchers say data quality is their top barrier. Worries about AI-powered fraud could exacerbate this issue.
- Sample Marketplaces? Still Divisive. While only a small percentage of brand-side researchers (19%) use sample marketplaces, a majority of tech suppliers and nearly half of full-service researchers utilize them.
