2023年洞察实践报告（英）-178页

Analysis and Summary of the 2023 GreenBook Insights Practice Report (GRIT)

Key Insights on Industry Trends

The 2023 GreenBook Insights Practice Report (GRIT) provides a comprehensive analysis of the research, insights, and analytics industry, highlighting three major themes: technology-led transformation, evolving methodologies, and economic impact. Below is a structured summary:

1. Technology-Led Transformation

• Artificial Intelligence (AI/ML): Belted increased adoption of AI tools for text analytics, predictive modeling, and automation. Suppliers and buyers report AI as a buzzworthy topic, with 40–58% of buyers and 33–68% of suppliers citing it as a key priority.
• Data-Driven Decision Making: Emphasis on data quality, integration, sample quality, and analytics tools. 80–88% of buyers and 60–74% of suppliers list analytics and data management as top priorities.
• Automation and DIY Platforms: Use of automation tools and DIY platforms rose, with suppliers increasing technology investment from 19% to 72% in some categories. 84% of buyers and suppliers report increased spending to improve efficiency.

2. Evolving Methodologies

• Emerging Methods: Agile research, data integration, microsurveys, and alternative sample sources (e.g., social media recruiting) saw significant adoption.
  • Buyers: Interest in agile research and data integration jumped due to pandemic-induced restrictions.
  • Suppliers: Qualitative and field services providers led growth in research methodologies, with 40–50% adopting methodologies like eye tracking and AI tools.
• Methodology Shortages: Despite rapid growth, key emerging methods struggle to meet buyer needs (e.g., CRISP analysis is only 35% localized by pre-pandemic levels).

3. Economic Impact

• Budget and Spending Trends: 47% buyers reported exceeding research spending, while budget cuts peaked at 21–29%.
• Diversification of Roles: In-house researchers focus more on analytics (52–65%), while strategic insights consultants and Voice of the Customer (VoC) roles declined (20–29%).
• Client Expectations: Post-pandemic, clients prioritize speed, quality, and cost, with 57–65% of buyers rating data integration and analytics as key.
• Tech Investment Decline: Investment in traditional tools like CRISP analysis dropped from 40–60% to 35–45% for some suppliers.

4. Organizational Shifts

• Supplier-Client Relationships: Buyers increasingly consider outsourcing due to 24–35% reporting budget decreases. Suppliers strategically improve marketing and business development to counter losses.

5. Future Outlook

• AI Integration: Will redefine the role of insights professionals, with suppliers leading the shift to intelligent functions like predictive modeling and data synthesis.
• Balanced Blend of Old and New: Rapid expansion of traditional tech while adopting AI.
• Consolidated Revenue Streams: Larger suppliers report revenue growth, while smaller ones “dissolve or expand independently.”

Conclusion

The industry is consolidating its technological focus, emphasizing data quality and analytics under economic pressures. Key recommendations for staying competitive include investing in AI tools for greater synthesis and enhancing data integration capabilities.