Greenbook partners with NewtonX to lead B2B research into a new standard of truth

Greenbook sought to cast a wider net of audience insights to inform their industry-leading GRIT report

Who’s the authority on market research?

That’s easy: Greenbook. As the most comprehensive source of information and guidance on insights trends, Greenbook’s GRIT Report provides professionals and brands with the insights, analytics, and research industry with necessary tools to plan strategies for growth.

They saw an opportunity to expand the universe of what audiences would be interesting to track for their biannual reports. As such, Greenbook partnered with NewtonX on fielding buyer-side sample for the GRIT report, entering our third consecutive year in 2024.

NewtonX surveyed 200 insights & market research buyers in 20 days, across detailed quotas

We surveyed 200 global insights & market research buyers across multiple industries. We used our Knowledge Graph to scan 1.1 billion professionals across 140 industries, verify their identities, and compensate them fairly for their expertise.

The findings? Sample quality’s still lagging.

44% of market research buyers had serious doubts about research quality more than once in the past six months, and 45% had to address someone’s doubts about quality. The numbers are just as strong for data and analytics professionals, 43% and 53% respectively. Uncertainty is in places it shouldn’t be.

Last year, we found unexpected findings with the complementary sample. Instead of tossing out data that wasn’t immediately actionable, we were able to rethink the stories we could tell because we had total confidence in the validity of the data. It was this work that led to developing a clearer and stronger picture of the industry.

Lukas Pospichal

Managing Director, Greenbook

With total confidence in the data, Greenbook rewrote the industry narrative

Yet with quality data—uncertainty makes way for a new truth. 

Greenbook’s Managing Director Lukas Pospichal notes: “Last year, we found unexpected findings with the complementary sample. Instead of tossing out data that wasn’t immediately actionable, we were able to rethink the stories we could tell because we had total confidence in the validity of the data. It was this work that led to developing a clearer and stronger picture of the industry.” 

“Wow, what are we going to do with this data?” When you have total confidence in your data, that’s a powerful statement. It’s saying something important. We’re proud to back Greenbook—the leading voice of the industry—in renewed confidence. 

“Innovation like this has been sorely needed in the industry.” —Lenny Murphy, Chief Advisor for Insights and Development at Greenbook