Catalyx appears at 41, Disqo debuts at 42, Mintel and Prodege at 45 and 46 respectively, Yougov appears at 49 and Factworks wraps up the list at 50.Īgain, the frame of reference here is how GRIT respondents categorize these companies, so it is always interesting to understand how a company is perceived by the market versus how they may be positioning themselves.įirst, as mentioned previously, there seems to be a trend among the companies perceived to be most innovative to embrace a “diffusion strategy” of having multiple offerings that could be categorized as addressing multiple strategic insights issues. QualSights comes in at 11, CivicScience at 24, GutCheck returns to the list after an absence of a few years at 27, BVA Group also returns after an absence at 30, startup (and IIeX Pitch winner) Highlight shows up at 32. Volatility defines the remainder of the list, with eleven companies making their GRIT 50 debuts. Hotspex moved down one to fourth, Nielsen dropped one to the fifth spot, SKIM Group moved up one to sixth, Dig Insights moved up two spots to number 7, Qualtrics dropped two spots to 8, Behaviorally moved up to ninth and Zappi retained their position as tenth.Ĭollectively, the top ten have somewhat solidified their overall positions as the leaders in being perceived as innovative, but as the history of the GRIT 50 rankings show, no company can rest on their laurels because there are at least forty other companies learning from them and gunning for their spots. Looking at the rest of the top ten of the list, it is amazingly stable with all of the remaining companies also appearing in the top ten in 2021 and only minor shifting of positions. Similar to Dynata, both companies have a strong recent history of M&A activity driving new offerings, as well as the global scope and marketing budgets to ensure the insights industry is aware of them. However, we should point out that Ipsos and Kantar have been neck-and-neck for the top spots for years, and the difference of mentions between them is only nine (with less than fifty separating them both from Dynata), so both companies continue to be very much top of mind when it comes to being considered innovative. The former number one, Ipsos, fell to the second spot, while their close competitor Kantar fell to the third spot. Rival Group (formerly Reid Campbell Group)* 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. In the past, we asked participants to name buyers and suppliers separately, but now we ask only one question and do not force participants to decide who is a “buyer” and who is a “supplier.” In recent years, we also ask about the participant’s relationship to the companies they name, as well as where the companies fit in the industry as buyers, supplier types, or other roles. “Brand,” “client,” or “buyer” (does NOT PRIMARILY sell insights tools or services).“Which of these BEST describes [(listed company)? “Which ONE of these BEST describes your relationship with (listed company)? I am (or was) “What sets (listed company) apart as the MOST innovative? Please feel free to respond in the language you are most comfortable writing in.” “Of those you listed, which ONE do you consider the MOST innovative?” Green Book) is now available as a free electronic download.“In the context of insights, research, and analytics, which companies or organizations come to mind as innovative? These may include anyone who conducts insights work, as well as BUYERS and USERS of insights work and SUPPLIERS of these services and capabilities. The City of Baltimore Specifications book (a.k.a. City of Baltimore Standard Specifications 2006
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