2025 GRIT 洞察实践报告

CONTENTS 4Foreword5Executive Summary6Executive Highlights8Design, Methodology, and Sample The Practice of Insights 18Industry Buzz Topics42Roles of Insights Professionals54Supplier Profiles76Scope of Insights Impact Methodologies & Approaches 96Insights’ Hottest Methods!116Survey Research137Focus Groups and IDI’s159Sample179Observational Research200Biometrics and Neuroscience214Data and Analytics233Other Methodologies CONTACTS: The Management of Insights LEONARD F.MURPHYChief Advisor for Insights andDevelopment(770) 985-4904lmurphy@greenbook.org 253Investment Trends285Research Automation309Selection Criteria333Business Outlook LUKASPOSPICHALManagingDirector(212) 849-2753lpospichal@greenbook.org 367Appendix: Sample Composition375Acknowledgements GREENBOOKNew York AMA Communication ServicesInc.234 5thAvenueNew York, NY10001 EXPERT COMMENTARIES 17Smarter Research Begins Here: AI That’s Built forB2B–SaschaEder,NewtonX 41For Researchers, Artificial Intelligence is Inevitable–RickKelly,FuelCycle 53The Rise of the Strategic Insight Consultant: Connecting Knowledge to Growth–AndyBuckley,Human8 75Tech-First, Client-Centric: The Full-Service Model Comes of Age–MatildaSarah,Displayr 95Insight is Evolving…Are We Evolving With It?–HakanYurdakul,BoltChatAI 114What’s Hot Isn’t Just What’s New—It’s What’s Next –AlanWhite,VicePresident,TeenVoice 115GRIT’s Hottest Methods Confirm the Rise of Agile, Iterative Research—AndSuzy is Already There –MaryLoisSmith,Suzy EXPERT COMMENTARIES 136Fixing the Ship while Sailing It: Slow Change in Survey World–CamWall,OlaSurveys 158Digital Qual is Not a Replica — It’s a Reinvention–LauraPulito,RecollectiveInc. 232From Claimed to Confirmed: Elevating Research Integrity with Verified Buyers–KimSolana,Numerator 252Market Research in the Age of AI: Trends, Challenges, and Opportunities–AlainBriancon,Dynata 284From Tech Hype to Insight Value: What 2025 Demands–RuchikaGupta,BorderlessAccess 308Smarter Insights, Faster Pace: AI’s Breakthrough in Market Research–AliHenriques,QualtricsEdge 332Leveling the Three-Legged Stool of Faster, Cheaper and Better–JeffClaypoole,Toluna 366The Sea Change Is Here: Adapt or Get Left Behind–Gen2Advisors,Oaklins | DeSilva+Phillips videometrics revealshopper & consumerbehaviors, at scale FOREwORd The2025 GRIT Insights Practice Reportis presentedin three parts:The Practice of Insights, includingbuzz topics, industry structure, and scope of impact;Methodologies & Approaches, which breaks downseven categories of over 50 methodologies, precededby an overview,Insights Hottest Methods!; andTheManagement of Insights, covering investment trends,how suppliers and methodologies are selected, andthe businessoutlook. Welcome to the 34th edition of theGreenbookResearch Industry Trends Report, based on datacollected in Q1 of 2025. This edition is the annualInsights Practice Report, focused on how insightsprofessionals and organizations are changingtactically and functionally.As the insights industrynavigates unprecedented technological and structuralshifts, this year’s findings reveal a sector at aninflection point - one where agility, innovation, andstrategic foresight separate leaders fromlaggards. TheGRIT Reportcan be what you make of it.In eachsection, we provide all the key data within and acrossour eight segments with enough discussion to makesure you understand what the tables and charts meanso you can draw your own conclusions. We provideexplanations for why certain patterns or differencesemerge, but notTHEexplanation. In other words, yourguess might be as good or better than ours, so pleasedon’t feel bound byourhypotheses. ThisGRIT Reportis based on analysis of datacollected via an online survey of professionals whowork in one or more areas of research, analytics, andinsights. The current GRIT analysis is based on 992completed surveys segmented into three distinctpopulations: buyers, suppliers, and others. Most ofthe report is broken out by two buyer and six suppliersegments. Buyers are segmented into “marketresearch” and “data and analytics” based on the focusof their work. Suppliers are segmented according tothe service area that accounts for the most revenue:full-service research, field services, qualitativeresearch, strategic consulting, technology, or dataandanalytics. Although the vast majority of the design and analysisis done in-house by the Greenbook team, GRITcontinues to be a “coalition of the willing” and ourcommentary providers, sample partners, advertisers,and especially our research partners make it allpossible.Special thanks go out to Displayr, Forsta,Gen2 Advisors, NewtonX, and Q Research Software.As always, without their generous contribution of time,energy, and expertise we simply wouldn’t be able toproduce thisreport. Perspectives in theGRIT Reportare stronglyinfluenced by those who know best and balancedby those who bring a fresh outlook. Most of ourbuyers and suppliers have more than ten years ofexperience working