Welcome to the home of the
GreenBook Research Industry Trends (GRIT) Report.

You need to know where the industry is going to make the right decisions for your organization – the GRIT Report is the strategic planning tool to help you do that.

The GRIT Report is the leading and most comprehensive survey of the market research industry. This edition uses data collected in Q3 and Q4 of 2017.

In this edition, we explore a variety of topics—some new and some that our readers have already come to depend on GRIT to cover. These include: adoption of emerging methods, the use of traditional methods, satisfaction levels with suppliers, the perception of challenges and opportunities (and what to do about them), financial outlook and projected spending, how research professionals use their time and what tools they use most to do their jobs, buzz topics suchas automation or AI, and the next iteration of our industry benchmark.

The result of all this? A report that dives deeper to explore the key drivers of our industry and offer better guidance as a strategic planning tool. We hope this GRIT Report will help you and your team to understand what is happening, what it means, and what you should do to adapt and thrive.