The global insights industry reached approximately $166 billion in 2025, according to ESOMAR's Global Market Research Report 2026. Yet the workflows inside it remain fragmented. According to Greenbook's 2026 GRIT Insights Practice Report, 73% of analytics professionals are now using agentic AI for data preparation and integration. The tools have multiplied, but the context they hold has not. Each solves one piece of the puzzle. None solves the whole thing.
Research projects often move through four stages: planning, data collection, analysis, and reporting. Within those stages sit dozens of steps. Defining objectives. Writing questionnaires. Programming surveys. Cleaning data. Running regressions. Building charts. Preparing reports. Each step often lives in a different tool, and no tool holds more than its own slice of the project. When data is scattered across platforms, context is lost. A finding produced in one system cannot easily be traced back to the question that generated it.
