2025 GRIT Insights Practice Report

Smarter Insights, Faster Pace: AI's Breakthrough in Market Research

AI is reshaping market research—accelerating workflows, enabling synthetic data, and augmenting human insight for faster, deeper understanding.

Ali Henriques

Head of Market Research

Qualtrics

Digital Qual is Not a Replica — It’s a Reinvention

Qual is evolving. Discover how platforms like Recollective are reshaping qualitative research with AI, asynchronous tools, and scalable insights.

Laura Pulito

Vice President of Research

Recollective Inc.

GRIT’s Hottest Methods Confirm the Rise of Agile, Iterative Research—And Suzy is Already There

Suzy uses AI to power agile, fraud-proof research with tools like Suzy Speaks, Signals, and Biotic—reshaping how brands gather and act on insights.

Mary Lois Smith

VP, Market Research

Suzy

The Rise of the Strategic Insight Consultant: Connecting Knowledge to Growth

AI and qual-at-scale methods are transforming insights. The future lies in strategic consultants who turn multi-source data into business impact fast.

Andy Buckley

Sr. Go-to-Market Partner

Human8

Smarter Research Begins Here: AI That’s Built for B2B

NewtonX shares how AI-driven tools like Hub Researcher are advancing B2B insights, improving data quality, and redefining research at scale.

Sascha Eder

CEO & Co-Founder

NewtonX

What’s Hot Isn’t Just What’s New—It’s What’s Next

GRIT reveals how AI, gamification & chatbots are reshaping research with authentic, engaging methods—especially for connecting with teen audiences.

Alan White

Vice President, Strategic Research & Data Analytics

TeenVoice

Leveling the Three-Legged Stool of Faster, Cheaper and Better

As price sensitivity rises, buyers still prioritize data quality. Learn how AI boosts both efficiency and insight while strengthening vendor partnerships.

Jeff Claypoole

Managing Director, North America

Toluna

Insight is Evolving…Are We Evolving With It?

The line between research and analytics is blurring. Hybrid teams and connected thinking are shaping faster, deeper, and more impactful insights.

Hakan Yurdakul

CEO

BoltChatAI

For Researchers, Artificial Intelligence is Inevitable

AI is reshaping market research. Learn why AI-native platforms are transforming workflows, cutting costs, and redefining the role of the researcher.

Rick Kelly

Chief Strategy Officer

Fuel Cycle

The Sea Change Is Here: Adapt or Get Left Behind

The insights industry is undergoing a seismic shift—AI, M&A, and tech-led models now define survival, growth, and dominance in a tighter budget era.

Oaklins DeSilva+Phillips

Oaklins DeSilva+Phillips

From Claimed to Confirmed: Elevating Research Integrity with Verified Buyers

Claimed data is flawed. Learn how Verified Buyers from Numerator ensure accuracy, reduce noise, and drive decision-ready consumer insights.

Kim Solana

VP, Survey

Numerator

Fixing the Ship while Sailing It: Slow Change in Survey World

Survey quality is in crisis. Discover trends in microsurveys, chatbots, and best practices that can restore trust in online research data.

Cam Wall

President

Ola Surveys

Tech-First, Client-Centric: The Full-Service Model Comes of Age

Full-service research is evolving—tech-driven, modular, and client-centric. Discover why it’s now the dominant strategy in today’s insights landscape.

Matilda Sarah

Co-Founder + VP Sales & Marketing

Displayr

From Tech Hype to Insight Value: What 2025 Demands

AI is reshaping insights. Borderless Access blends human expertise with AI innovation to deliver faster, smarter, and more authentic consumer research.

Ruchika Gupta

CEO

Borderless Access

Market Research in the Age of AI: Trends, Challenges, and Opportunities

AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.

Alain Briancon, PhD.

Vice President of Research & Data Science Research Sciences

Dynata