GreenBook：2023年研究咨询行业洞察实践报告_178页_9mb

2023 GRIT Report: Key Insights

### Overview  
The GreenBook Research Industry Trends Report (2023 GRIT) highlights how artificial intelligence and technology create new growth opportunities in the insights industry. The pandemic accelerated technology adoption (AI, data analytics) but slowed methodological innovation. Quality, data accessibility, and technological partnership remain influential factors for supplier-buyer relationships. (p. ii)

### Four Major Trends  
1. **Technology Dominance**: AI/text analytics gained significant traction for insights dependency (67% of buyers). Budget-neutral AI investments improved data use depth (66% of suppliers).  
2. **Quality Challenge**: Data quality remains critical (80% of buyers), especially after pandemic-induced fraud.  
3. **Evolving Roles**: Buyer roles shifted toward analytics/communication (e.g., storytelling), while suppliers realistically distributed revenue streams across services.  
4. **Selective Outsourcing**: Buyers maintained leaner teams despite increased outsourcing, returning to pre-pandemic portfolios. (p. 4)

### Key Insights  
- **Methodology Adoption**:   
  - Agile research & data integration are established methods for speed/power.  
  - Microsurveys & mobile usability remain emerging but not leader-driven.  
  - Analytical skills supersede methodology expertise globally.  

- **Supplier-Buyer Gaps**:  
  - Technology suppliers lead "full service" perception despite (less accessible) tools (80% provided DIY).  
  - VoC functions grow internally (38% buyers & 30% suppliers).  

- **Technology Impact**:  
  - 5 out of 6 supplier types boosted analytics/dashboards/ integration.  
  - 39% of buyers with >1,000 employees expressed strong optimism despite macro-economic pessimism (70%).  

### Key Recommendations  
- Prioritize data quality/sample integrity to combat fraud & volatility.  
- Align skillsets between internal teams & external forces toward AI scalability/analysis depth.  
- Focus on customer experience (CX) when rebranding/regional expansion.  

### Charts/Visuals  
- **Figure Included**: Logo and organizations providing supplementary content (Echo, Yabble, NewtonX etc.).  
- **Figure Included**: 5/6 supplier types - Analytics/Dashboards/Integration Trend (major uplift).  
- **Quotes from Industry Leaders**: e.g., Gregg Archibald on AI's future role in insights.  
- **Annotation**: "Insights function faces people vs tools debate" (p164).