Greenbook invites you to their event
About this event
The GRIT Report is one of the most widely referenced studies in the insights industry, but most people only see the finished product. Behind every finding is a complex process involving survey design, data collection, quality controls, analysis, and interpretation.
In this webinar, Greenbook and Forsta take you behind the scenes of the latest GRIT Insights Practice Report. You'll hear how the study was developed, how the data was collected and validated, and the role research technology and services play in delivering large-scale industry research. The conversation will also revisit some of the report's most significant takeaways and what they reveal about the state of the insights profession.
Beyond the headline findings, this session will unpack what it takes to produce research at industry scale. From methodology and fieldwork to validation and analysis, you'll gain a clearer understanding of the decisions that influence data quality, shape interpretation, and ultimately determine the value organizations can draw from the results.
What You’ll Learn:
Hosted by
Anthony Samarasekera is a client and business leader with more than 20 years of experience helping organizations turn customer, employee, and market insights into strategic action. As VP and Global Head of Quant Operations for MR services, he is responsible for optimizing delivery, ensuring data quality, and scaling research capabilities to meet evolving client demands. He has partnered with global brands and agencies across industries to strengthen decision-making, improve customer experiences, and drive measurable business outcomes.
Funda has 25+ years of experience in market research and experience insights. She leads Forsta's strategic research and insights function, working with a variety of industries, including B2B, technology, utilities, healthcare, retail, automotive, and financial services. Her team focuses on research best practices for the design of programs with ultimate business outcomes in mind and bringing data insights to life through storytelling for business decision-makers, helping them focus on actionable insights from the data to enable strategies and decisions.
With over 20 years of high visibility leadership roles in the Market Research industry Leonard ‚"Lenny" Murphy is widely considered one of the most influential insights & analytics industry thought leaders and advisors in the world. As the CEO of several successful companies, most notably full-service agency Rockhopper Research, tech-driven start-up BrandScan360, CSO of data-privacy platform Veriglif, Board Member at Savio RXC and Founding Partner of strategic consultancy Gen2 Advisors his experience is vast and sought after. In 2010 he leveraged that experience into building the world’s leading platform for content and marketing support for the research industry as Chief Advisor for Insights and Development at GreenBook.
Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
