The market research industry isn't just changing; it’s reconfiguring.
The release of the 2025 GRIT business & innovation report confirms what many of us have felt over the last year: we are at a permanent structural inflection point. Generative AI has moved from a buzzword to a business reality, budgets are under pressure, and the divide between technology-led and traditional service-led firms is widening.
But amidst the data points and trend lines, one clear truth emerged: Technology alone is not enough.
at aytm, we’ve always believed that the best research happens at the intersection of advanced technology and human curiosity. It is why we are proud to be named the #9 technology supplier in this year's GRIT business & innovation report. We also had the privilege of contributing our commentary to the report and discussing these trends on the GRIT Forum panel.
Here is what you need to know about the state of our industry—and where we go from here.
The satisfaction gap: Why tech needs a partner
The GRIT report highlights a fascinating paradox. While AI adoption is universal, satisfaction varies wildly. Tech-led suppliers are reporting high satisfaction with GenAI, but brand-side researchers report the lowest satisfaction (just 13%).
Why the disconnect?
It comes down to the difference between automation and enablement.
The report shows that while technology companies are pulling ahead, purely service-led models are struggling. But the brands buying the technology are facing a "GenAI paradox"—investing in tools without transforming their business models doesn't solve problems; it just accelerates cash burn.
Researchers are feeling the pressure of flat budgets and high demands. They don't just need a faster tool; they need a way to bridge the gap between the raw power of AI and the strategic nuance required to make business decisions.
Highlights from the GRIT forum
To dig deeper into these trends, Stephanie Vance, our VP of customer experience and research strategy, joined leaders from Displayr and Qualtrics for a candid discussion on the report’s findings.
The conversation was a "therapy session" for an industry in flux, but it ultimately landed on a message of optimism.
The role of the researcher is evolving, not disappearing. As Stephanie noted during the panel: "The role of the researcher can change without becoming less important... Getting to come in and be someone's thought partner and consultant is just gratifying in a totally different way."
Human expertise is the fuel for AI. The consensus across the panel was clear: you cannot automate empathy. Ally from Qualtrics noted that human voices are the necessary fuel for any AI effort. The future isn't about letting go of the steering wheel; it's about having a better navigation system.
Efficiency is the floor, not the ceiling. While budget and timing remain top unmet needs, the real opportunity lies in using AI to clear the "messy middle" of research—the manual grunt work—so researchers can focus on storytelling and strategy.
Our take: Service as enablement
In our commentary for the report, we focused on a simple concept: Empowerment isn't a tool. It's a partnership.
During the height of the DIY boom, the industry conflated "empowerment" with "doing it alone." But as the GRIT findings show, self-serve tools can deliver speed, but they can’t guarantee quality or clarity.
We are championing a different approach. We no longer view service as "doing it for you." We view service as "making you better at doing it yourself."
This is the new partnership model. It blends the speed of automation—like our AI research companion, Skipper—with the guidance of human expertise. It allows decisionmakers to move fast with confidence, and researchers to scale their expertise without losing control of the methodology.
Watch the full conversation
If you’re feeling the pressure of this industry shift, you aren’t alone. The path forward isn’t about choosing between technology and service. It’s about finding a partner who offers both.
We invite you to watch the full panel discussion to hear more about how the industry is adapting, and why we believe the future of insights belongs to those who treat data as a shared language between humans and machines. Thanks to Greenbook for facilitating such a wonderful discussion.
Ready to bridge the gap?
Don't face the inflection point alone. Whether you need a self-service platform that respects your expertise or a full-service team to guide your strategy, aytm is built to empower your curiosity.
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