Human First, Tech Driven: How the Insights “Trifecta” Unlocks Speed, Quality, and Impact in the Age of AI

According to the latest GRIT Business & Innovation Report, many insights teams are still dealing with the same core challenges: tight budgets, compressed timelines, and data they can’t fully trust. While AI tools promise to address these issues, many teams are finding that speed alone doesn’t solve the underlying problem.

The good news is that a different approach is emerging.

In this session, Greenbook’s Chief Advisor for Insights & Development, Lenny Murphy, and Rival Group’s Co-CEO and Chief Methodologist, Jennifer Reid, will unpack the concept of an “insights trifecta”: a model where technology, research expertise, and high-quality sample operate as a single, accountable system rather than a collection of disconnected vendors. We’ll look at how this integrated structure changes the way research is delivered and why teams working this way are starting to see fewer trade-offs between speed, cost, and quality.

You’ll come away with a clearer view of how to evaluate your current research setup, where fragmentation may be holding you back, and what to prioritize as you build a more accountable, high-performing system.

What You’ll Learn

• Why fragmented research models are breaking down and what a more integrated approach looks like in practice.
• How combining technology, expertise, and data into a single system improves accountability and outcomes.
• What to prioritize when evaluating research partners, from data quality to performance against real business constraints.