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

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

Welcome to the 23rd edition of the GRIT Report - the leading and most comprehensive survey of the market research industry. This edition uses data collected in Q1 of 2018.

This report features the “GRIT Top 50” brand rankings of research suppliers and buyers perceived to be most innovative, as well as exploration of automation, issues surrounding sample, research budgets, and changes in the business of insights.

Among new topics, we investigate GDPR readiness, perceptions of blockchain, and look at how well research projects actually deliver on organizational needs. Also included is a unique map of the industry based on self-categorization of GRIT respondents by their companies’ focus and positioning.

The result of all this? A report that explores the key drivers of the insights industry and offers unparalleled guidance as a strategic planning tool. We hope it will help you and your team understand what is happening, what it means, and what you should do to adapt and thrive. Enjoy!