Last year, GRIT showed us that full-service research was rising. This year, it’s solidified its position as the dominant model – now making up 54% of all supplier-side professionals.

Why? Because the market still wants the same things: fewer vendors, faster turnaround, and integrated support. But what’s changed is how full-service providers are delivering it.

This year’s GRIT report shows a clear link between firm size and tech adoption. The largest providers now allocate nearly one-third of their services to technology – specifically automation, analytics, online data collection, and DIY tools. This investment in technology is giving rise to the role of unstructured data, both in analysis and collection.

What we’re seeing is a new kind of full-service firm: modular, tech-driven, and sharply focused. Rather than doing everything for everyone, the most successful teams are carving out clear, distinctive positions – whether that’s with AI-powered dashboards, niche industry expertise, or hybrid qual-quant methodologies.

Interestingly, even the rise of self-service has benefited full-service providers. By offering lightweight, DIY tools alongside consulting and delivery, these firms are staying close to clients between big projects – helping them stay useful, visible, and indispensable.

The big takeaway? Full-service is no longer just a category – it’s a strategy. It’s about combining tools, talent, and technology into tailored workflows that match how clients actually work. Last year we saw this model rising. This year, we’re seeing it mature.