Revisiting Automation: Efficiency, Transformation, and the Path to Smarter Research

Every year, GreenBook runs the GreenBook Research Industry Trends (GRIT) study to measure trends in the market research industry, and then reports them at large via the GRIT Report. For the past several years, the report has chronicled both the promise and the uncertainty about automation, and this year’s report did not stray from that notion. While there may be …