August 14, 2020

The 50 Most Innovative Companies in Market Research

The heavily anticipated GRIT ‘Top 50 Most Innovative Suppliers’ list is here.

The 50 Most Innovative Companies in Market Research
Leonard Murphy

by Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

0

What is GRIT?

The GRIT (GreenBook Research Industry Trends) Report is the leading survey of the insights industry worldwide. Over 30,000 market researchers, marketers, and executives—both clients & suppliers—use each edition to understand the trends impacting the industry and profession. They see GRIT as an invaluable resource to future-proof their organizations and careers, in ways both strategic and tactical.

The Business & Innovation Edition looks at the insights industry and individual organizations (on both sides of the table) in the context of their external environment. The report explores the challenges this environment creates and the opportunities it presents. We look at how external changes spur innovation and how they impact business outcomes, expectations, and strategies.

 

What is the GRIT Top 50?

For almost a decade, the GRIT Top 50 has become one of the key metrics many companies use to understand their position in the marketplace. It has also become a badge of “bragging rights”, with many companies proudly proclaiming their rankings in their own marketing campaigns. However, being on the GRIT Top 50 serves a far more useful purpose than an accolade; fundamentally, it is a brand tracker using the attribute of “innovation” as the key metric. It has become a reliable way for the players in the insights and analytics ecosystem to measure their own brand awareness and perception. 

 

The Process

The process is simple. Each year we measure how insights Suppliers and Clients are leveraging the brand attribute of innovation through a simple question series:

  1. Using an unaided awareness verbatim question, we ask respondents to list the insights and analytics Suppliers they consider to be most innovative.
  2. We then ask them to tell us of the Suppliers they listed, which do they consider to be the most innovative.
  3. Finally, we ask another verbatim as to what factors make the Supplier they chose the most innovative.

We also ask respondents to help us segment the Suppliers mentioned in their responses into a few broad categories aligned with our overall segmentation schema.

Then, after rigorous data cleaning (see the Report’s Appendix for more details) and adhering to a set of rules we established based on industry dynamics, we simply count the mentions of each company. It is a pure “top-of-mind” question type with no prompting from pre-defined lists determined by us; GRIT respondents create the list based on their responses.

 

Now, after providing the appropriate context and other details, without further ado, here are the Top 10 most innovative suppliers from the GRIT Top 50 rankings:

 

Rank Company Name Mentions 2019 Rank Change
1 Ipsos 190 1 0
2 LRW (Kelton Global + all LRW brands)
179 4 2
3 Hotspex 164 6 3
4 PRS IN VIVO (BVA Group + PRS IN VIVO)
140 14 10
5 Kantar (includes all products) 129 2 (3)
6 Zappi 107 5 (1)
7 Qualtrics 103 8 1
8 Nielsen (includes all products) 97 3 (5)
9 Dynata 96 9 0
10 Dig Insights (Dig Insights + Upsiide) 85 19 9

 

See the Full GRIT Top 50 List

 

About GreenBook

GreenBook is a leading voice in the market research and consumer insights space. We inspire, inform, and connect insights professionals across the globe through our online directory, webinars, articles, reports, and the IIeX global event series.

 

0

grit reportgrit top 50market research firmsstate of the industry

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

More from Leonard Murphy

The Next Wave of Disruptive Technology that Changes Everything

Research Technology (ResTech)

The Next Wave of Disruptive Technology that Changes Everything

There have been a few big inflection points of societal disruption driven by technology in the last 50 years: One was the introduction of the Internet...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Quantifying the Impact of Insight Innovation

Insights Industry News

Quantifying the Impact of Insight Innovation

We previously announced the milestone of our Insight Innovation Exchange (IIEX) conference series’ 10th anniversary, celebrating a decade of identifyi...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

How Generative AI is Changing the Research Industry

The Prompt

How Generative AI is Changing the Research Industry

ChatGPT (GPT meaning “Generative Pre-trained Transformer”) is a chatbot launched by OpenAI in November 2022. It has quickly exploded in public awarene...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Celebrating 10 Years of Innovation with IIEX

Insights Industry News

Celebrating 10 Years of Innovation with IIEX

Editor’s Note: The following is a joint statement from Lukas Pospichal, GreenBook’s Managing Director, and Lenny Murphy, GreenBook’s Chief Advisor for...

Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

ARTICLES

Moving Away from a Narcissistic Market Research Model

Research Methodologies

Moving Away from a Narcissistic Market Research Model

Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Sign Up for
Updates

Get what matters, straight to your inbox.
Curated by top Insight Market experts.

67k+ subscribers

Weekly Newsletter

Greenbook Podcast

Webinars

Event Updates

I agree to receive emails with insights-related content from Greenbook. I understand that I can manage my email preferences or unsubscribe at any time and that Greenbook protects my privacy under the General Data Protection Regulation.*