2024年GRIT商业与创新报告

CONTENTS5Foreword6ExecutiveHighlights8Design, Methodology, and Sample20Industry Structure (Buyer)34Industry Structure (Supplier)58Evolving Insights Audience74Unmet Needs92Meeting Project Objectives122AI In Everyday Life154Caution: AI at Work166AI at Work196GRIT Top Most Innovative Suppliers and Brands214Employment Trends234Business Outlook268Appendix: SampleComposition277Acknowledgments CONTACTS:LEONARD F.MURPHYChief Advisor for Insights andDevelopment(770) 985-4904lmurphy@greenbook.orgLUKASPOSPICHALManagingDirector(212) 849-2753lpospichal@greenbook.orgGREENBOOKNew York AMA Communication ServicesInc.234 5thAvenueNew York, NY10001 EXPERT COMMENTARIES19B2B Market Research in the Age of AI: How NewtonX is Changingthe Industry –SaschaEder,NewtonX57The Rise of Full-Service ResearchSuppliers–MatildaSarah,Displayr73The Rapidly Expanding Universe ofInsights–RickKelly,FuelCycle91Trackers: Building Block to Develop Comprehensive,SuccessfulBusiness Strategy –MaryEmersonBaker,Suzy121Meeting Project Objectives: Focusing on Client Delight–Bobby Stevenson,Nailbiter149Embracing AI in Everyday Life: A Path Forward–LauraPulito,RecollectiveInc.153From Convenience to Insight: The Transformative Role of AI inResearch and Daily Life –AliHenriques,QualtricsEdge165Advancing Market Research through AI: Addressing Key Challengesin the Research Industry –Ian Brocklehurst,Dynata195Staying Ahead of the Curve: How AI is Transforming Insights–ThibaultCousot,Behaviorally213Redefining Insights for a Dynamic Future through Innovation andCollaboration –RuchikaGupta,BorderlessAccess267Navigating the Crossroads of Change –Gen2,OaklinsDeSilva+Phillips Welcome to the 33rd edition of theGreenbook Research IndustryTrends Report, using data collected in July and August of 2024. Thisedition is the annualBusiness & Innovation Report. As we dive intothe recent insights and trends shaping our industry, it’s crucial toacknowledge how swiftly our landscape changes. This year’s reportpaints a vivid picture of a sector adapting to the challenges andopportunities posed by technology, particularly generative AI, shiftingorganizational structures, and changing buyer-supplier dynamics.One critical area we explore isUnmet Needs, where we highlight the“Data Enlightenment” reshaping how we perceive and leverage data.While the desire for a unified insights process is apparent, legacy siloshinder progress. Many researchers struggle to articulate a compellingbusiness case for their work as market research edges closer toseeming burdensome and undervalued. This challenge echoesthroughout the report; organizations must clearly demonstrate theROI of insights to secure needed resources. A striking statistic isthat nearly 1,000 companies were flagged in theGRIT Business &Innovationsurvey for consideration in theTop 50 Most InnovativeSuppliers, showcasing an overwhelming number of potential solutionsvying for attention, yet muddying the waters for professionalsRelated to this conundrum is the accelerating adoption of AI solutions;we note a significant surge in generative AI adoption—over two-thirdsof respondents are either currently using it or considering its use. Anoverwhelming 80% report that companies support its integration intotheir offerings. Most notably, the expectation of productivity gainsand improved insights quality mark a transformative shift. While somepractitioners embrace AI as a tool for replacing tasks rather thanjust aiding them, many still remain cautious about its implications—indicating a diverse landscape of readiness and adoption.As the AI revolution continues, it also impacts employment trends.We cover that as well, painting a somewhat mixed picture. Whilelayoffs have surfaced due to organizational restructuring amidfinancial pressures, insights professionals appear less worriedabout AI usurping jobs. Approximately 50% expect to reskill to stayrelevant in the AI era, which demonstrates a proactive approachamid uncertainty. However, there’s a distinct conversation around jobsecurity, as voluntary departures and non-replacements add to theslow staff size trends across sectors.Of course, in this edition we capture theEvolving Insights Audience,a section that reveals a notable divergence between buyer andsupplier perspectives. Interestingly, suppliers, particularly in dataand analytics, report increased engagement with executive teams—while buyer-side researchers see diminishing executive interest intraditional market research. This shift could signal a growing emphasison data-driven decision-making over conventional practices andprovides a potential roadmap for adopting research methodologies.As we explore industry structure, trends confirm that full-serviceresearch providers continue to dominate, amassing a steadyproportion of market share. However, the rise of larger technologyfirms indicates a shift towards integrated service offerings, creatingan interesting dynamic for smaller players to compete or collaborate.The findings here emphasize the