Reclaim Your Peace of Mind: B2B’s Entering Its New Standard of Truth

May 30, 2024

Commentary by Sascha Eder, NewtonX Co-founder & CEO for Greenbook’s 2024 GRIT Insights Practice Report. Originally published on May 28, 2024 on

Sick of bad data? Uncertain that what you have is true? Good news: B2B is entering its new standard of truth, starting with sample. 

According to the latest GRIT findings, 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. Are half of business decisions backed by uncertainty? 

There has to be a better way. Rationalizing away bad data isn’t it. 

Rather, we’re seeing the industry turn to quality data they can trust, changing the narratives told as a result. NewtonX is proud to back these transformations. We partner with Greenbook on fielding buyer-side sample for the GRIT Report, entering our third consecutive year in 2024.

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.” 

We hear this parallel with our clients as well, from Microsoft to MBB to leading market research firms. Uncertainty is in places it shouldn’t be, driven by rampant fraud in the industry. 

As told by a Senior Insights Manager at a global payments company: “NewtonX’s Custom Recruiting has genuinely been a game changer for us. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams.”

How does Custom Recruiting work? Rather than pulling from closed panels, NewtonX uses our Knowledge Graph to scan 1.1 billion professionals across 140 industries, verify their identities, and compensate them fairly for their expertise. And it doesn’t just end with the data. Good data is the basis of true thought partnership with our clients, where we sharpen hypotheses and deliver reliable analyses.

Making more confident decisions also means avoiding the consequences of bad decisions. Data that’s inaccurate is not only worthless but can cost companies millions—and cost you your peace of mind. 

We’re overdue for a new truth in B2B. Come join us. 

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