2025 GRIT Insights Practice Report

The 2025 GRIT Insights Practice Report reveals how buyers are evaluating partners, how suppliers are evolving to stay competitive, and which best practices are driving impact.

From the promise of AI and synthetic data to the growing uncertainty surrounding sample quality, this year’s findings offer a clear-eyed view into what’s changing, what’s sticking, and what’s next for market research, insights, and analytics.

Major themes:

• Full-Service Is Back — And It’s Powered by Tech

Full-service research is rebounding. Not only are more companies bringing their capabilities into the full-service space, but the most successful are blending primary research, analytics, and technology to gain new clients and build new barriers to retain them.

• Staff Cuts Continue,  Except Where Tech Is Evolving

Despite staff replenishment at the end of the pandemic, most supplier segments are still reporting unusually high levels of staff reductions. But the bleeding has slowed for tech and data-focused firms, suggesting a link between smart automation and resilience. Is your organization building the right capabilities to stay competitive?

• Research vs. Analytics: Divided or Converging?

Market researchers still prioritize service and relationships. But data and analytics professionals are looking for tech-first, scalable partners. Do different mindsets create barriers to collaboration? Do you know what your colleagues or prospects really need? 

• AI Gives Winners An Edge

Suppliers that exceeded goals boldly leverage AI for core project functions like report writing and survey design. The takeaway: success isn’t just about having AI — it’s about knowing where to apply it. Are you using AI strategically, or just checking a box?

• Sample Marketplaces: Widely Used—But Not by Everyone

Sample marketplaces are a go-to resource for many insights professionals. But not for brand-side primary researchers. Are they missing out, or are they exercising caution? What frictions and potential opportunities are emerging? 

About the results:

The GRIT Report gathers data from insights professionals around the world, covering both brand-side and supplier-side perspectives. We break down each topic by eight segments to provide you with the granularity you need to understand industry trends and apply them to advancing your career and growing your business.