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Those Most Confident Are Not Hiding from Change
AI will compress research workflows, but like Jevons’ paradox, efficiency may expand research activity everywhere—not reduce the need for insights.
Rick Kelly
Chief Strategy Officer at Fuel Cycle
Latest
Reframing AI for Insights: From Threat to Opportunity and Operating System
The 2026 GRIT Report reveals AI adoption is moving past “should we use it?” toward a deeper challenge: aligning AI with human insight and research rig...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Research Should Run Like Business: Continuously
AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
Daniel Graff-Radford
CEO at Discuss
We Built a Faster Factory. Now What Are We Producing?
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
The Great Reclassification
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Adding a Further Perspective: The Consumption Layer
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
Insights Depend on Human Participation and Trust
The GRIT 2026 data shows quality infrastructure still matters most, with trusted panels and fraud detection remaining essential in AI-driven research.
Janice Caston
EVP Marketing at Dynata
AI Governance Isn’t Really About Governance
GRIT data reveals a governance gap: the teams driving AI adoption in insights are often the least confident in how AI risks are being managed.
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
Reframing AI for Insights: From Threat to Opportunity and Operating System
The 2026 GRIT Report reveals AI adoption is moving past “should we use it?” toward a deeper challenge: aligning AI with human insight and research rig...
Niels Schillewaert
Head of Research and Methodologies at Conveo
Research Should Run Like Business: Continuously
AI is improving individual research projects, but the real opportunity is continuous intelligence—bridging the gaps between studies and dormant insigh...
Daniel Graff-Radford
CEO at Discuss
We Built a Faster Factory. Now What Are We Producing?
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
The Great Reclassification
The 2026 GRIT Report reveals an insights industry in transition, with value shifting toward scalable infrastructure, governance, and mid-sized service...
Adding a Further Perspective: The Consumption Layer
As analytics becomes infrastructure, the next shift is how insights are consumed: conversational, AI-driven, and built for faster human understanding.
Torbjörn Andersson
Global Senior Vice President & GM - Delivery & Market Research at Forsta
Insights Depend on Human Participation and Trust
The GRIT 2026 data shows quality infrastructure still matters most, with trusted panels and fraud detection remaining essential in AI-driven research.
Janice Caston
EVP Marketing at Dynata
AI Governance Isn’t Really About Governance
GRIT data reveals a governance gap: the teams driving AI adoption in insights are often the least confident in how AI risks are being managed.
Matilda Sarah
Co-Founder + VP Sales & Marketing at Displayr
Industry Insights from Partners
Partner Content
To Be Truly Mobile-First in 2019, Consider Your Customers’ Micro-Moments
“Micro-moments” are more than a trend—it is a real opportunity to create engagement with customers.
Andrew Reid
CEO and Founder at Rival Group
Partner Content
Greenbook Future List Spotlight: Marguerite Steyn
Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...
Karen Lynch
Head of Content at Greenbook
Partner Content
The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages
Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...
Partner Content
Does Sustainability Sell?
Discover how brands are adopting sustainable packaging to meet rising consumer demand for eco-friendly products while maintaining sales and design sta...
Aurelie Lecarpentier
Global Head of Sustainability at Behaviorally
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