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    Greenbook Selects NewtonX as the B2B Data Provider for the 2025 GRIT Business & Innovation Report

    November 18, 2025
    Greenbook + NewtonX

    Greenbook has selected NewtonX for the third consecutive year to supply the B2B sample and verified insights that power the 2025 GRIT Business & Innovation Report. NewtonX provided validated data for two critical brand-side segments—Brand: Research and Brand: Analytics—giving this year’s report greater precision in understanding how priorities differ across buyer groups.

    Recognized for delivering a “clean and robust GRIT sample.”

    In the 2025 methodology, Greenbook highlights NewtonX’s distinct quality-control process and the rigor applied to sourcing complex, decentralized B2B audiences. Greenbook notes that NewtonX’s contribution helped ensure a “clean and robust GRIT sample,” reinforcing the importance of verified data in a year when sample quality remains a defining industry issue.

    Key 2025 Findings

    • The AI Trust Gap: Brand-side satisfaction with generative AI remains cautious at 29%.
    • Supplier Pressures: 53% of underperforming suppliers cite client adoption of self-serve tools as a major challenge.
    • LLM Experience: GRIT’s analysis of which large language models professionals use across segments is attributed jointly to Greenbook and NewtonX.

    A Strategic Resource for the Insights Industry

    Described by Greenbook as the “#1 strategic planning tool in insights today,” the 2025 GRIT Business & Innovation Report provides benchmarking, structural clarity, and forward-looking perspective for insights and analytics professionals. NewtonX is proud to support the report with the verified B2B data that strengthens its conclusions and equips leaders to navigate a rapidly changing industry.

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