2023-06-06-GreenBook-2023年研究咨询行业洞察实践报告_178页_9mb

报告摘要

GRIT Insights Practice Report (2023) Summary

Key Trends and Findings

1. Industry Evolution Towards Technology-Led Insights

Increased Tech Adoption: The industry is rapidly shifting from service-led to technology-led approaches, with AI (AI/ML) and text analytics emerging as major priorities. ChatGPT's launch amplified interest in AI capabilities (37% key priority in buyer surveys).
Methodology Shift: Agile research and artificial intelligence have become mainstream, enabling faster delivery and scalability. Mobile-first surveys and DIY platforms are gaining ground amid budget pressures.
Biggest Buzz: Applied AI for real-time data processing, algorithm governance, and CX automation emerged as buzz drivers. ROI for AI was debated, with some suppliers taking cautious, optimistic stances.

2. Methodologies and Technologies

Key Methods: Agile research (73% buyer adoption), data integration (up 11% since 2021), alternative sampling (AI/surveys) and text analytics are top buzz topics. Alternatives to survey panels saw doubled usage (50%).
Role of Technology: Cloud analytics, dashboards, and DIY tools are key. Deeper adoption varies across players; proactive buyers leverage these tools to moderate traditional approaches.
Impact of Tech: Innovation in data integration and new data types (AI/NLP) drives quality insights, with suppliers integrating tech into research workflows.

3. Skills and Workforce Dynamics

Demand for Data Expertise: Data visualization, analytics, storytelling, and project management dominate desired skills. Storytelling is essential for client-facing roles.
Staff Movement: Tech providers prioritize soft skills and project management, while behavioral research expertise is perceived as niche. Collaboration and communication skills are increasingly vital for shaping insights culture.
Qualitative Intelligence: Demand for behavioral analysis grew by 7%, with AI assistants accelerating micro-trend tracking in consumer research.

4. Budget and Supplier Performance

Rising Investments: Budgets grew overall (+4% YoY), driven by company-wide directives. Data/Analytics investment reached a peak of 39% among buyers in 2021.
Supplier Revenue: Suppliers are resilient, citing record growth (78% saw increases). Top performers include full-service providers and strategists.
Cost Challenges: 92% of suppliers cited company-wide budget pressure as a factor, showing tight industry legs.

5. Supplier-Buyer Dynamics

Strategic Alignment: Suppliers excel in structure (analytics/repos) but lack narrative storytelling depth. Buyers maintain focus on finding full-service experts for deep qualitative analysis.

6. The AI Era

Automation Focus: MIT mentions 39%. Startups like CXI and Ascribe provide affordable AI-driven text analytics, XR for CX design (AI/ML buzz hotspots).
ROI Questions: Despite rising investment, debates over AI’s contradiction in both efficiency and quality persist.

Final Insight

Insights professionals must embrace AI/ML and data integration to enhance speed, scalability, and decision-making. Suppliers and buyers should look beyond niche skills and prioritize holistic transformations in efficiency and human-centric storytelling.

Note: Final data extraction updated per client instructions

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