--- title: "2025 GRIT Top 50: Rival Technologies, Reach3 Insights, and Rival Group Recognized Among the Top Market Research Suppliers" description: Rival Group, Rival Technologies, and Reach3 Insights are recognized in the 2025 GRIT Top 50 as top, innovative market research suppliers. --- [Blog Test ](https://www.rivaltech.com/blog-test) # [2025 GRIT Top 50: Rival Technologies, Reach3 Insights, and Rival Group Recognized Among the Top Market Research Suppliers](https://www.rivaltech.com/blog-test/blog/2025-grit-top-50) Written by [Kelvin Claveria](https://www.rivaltech.com/blog-test/author/kelvin-claveria) | Nov 18, 2025 8:00:00 AM We’re thrilled to share that we’ve once again been recognized in the annual Greenbook Research Industry Trends (GRIT) Report—one of the industry’s most respected benchmarks for identifying today’s top market research suppliers and buyers. This year, Rival Group companies made impressive gains across multiple categories: - Rival Technologies ranked No. 3 among Technology Suppliers - Reach3 Insights climbed to No. 4 in the Full-Service Research category (up one spot [from 2024](https://www.rivaltech.com/blog/2024-grit-top-50-best-market-research-companies)) and has remained in the Top 10 for four consecutive years - Rival Group itself placed No. 6 among the world’s Most Innovative Suppliers, rising three positions year over year ## What’s the GRIT Report? If you’re new to it, the GRIT Business & Innovation Report is the go-to benchmark for innovation and leadership in the insights industry. According to Lenny Murphy, Chief Advisor for Insights and Development at Greenbook: > “The GRIT Report is based on analysis of data collected via an online survey of professionals working across research, analytics, and insights. The report segments responses into buyers, suppliers, and others—and further categorizes suppliers as tech-led or service-led across different firm sizes.” In short, GRIT shines a light on who’s shaping the future of insights—and how. ## What do the best market research suppliers have in common? The GRIT 2025 Report makes one thing clear: technology—and more importantly, the smart use of it—is helping market research suppliers level up. Tech-led firms are growing, while service-led ones are contracting. As Lenny puts it, > “AI isn’t the strategy; it’s the infrastructure enabling strategy.” Today’s most successful platforms and consulting firms stand out through uniqueness, usability, and utilization. #### The Top 10 Most Innovative Market Research Suppliers in 2025 (per GRIT): 1. Ipsos 2. Kantar 3. SKIM 4. NIQ 5. Nailbiter 6. Rival Group (Rival Technologies + Reach3 Insights) 7. Google 8. Qualtrics 9. Quantilope 10. Dig Insights ## Leveling up: GRIT 2025 highlights growth of conversational research It’s incredibly rewarding to see Rival Technologies rise in the technology category this year. We’ve been investing in advancements across video, [AI-powered data analysis](https://www.rivaltech.com/ai), and [agentic tools](https://www.rivaltech.com/demystifying-agentic-ai) that uncover deeper meaning [from unstructured data](https://www.rivaltech.com/blog/ai-tools-for-qualitative-research). We’ve also released enhancements to topline reporting and expanded [survey distribution channels like WhatsApp](https://www.rivaltech.com/blog/less-hassle-more-insight)—boosting the value of solutions such as [Insight Community 2.0](https://www.rivaltech.com/community) and [Voice of Market](https://www.rivaltech.com/voice-of-market) for [Rival customers](https://www.rivaltech.com/customer-stories). Meanwhile, [Reach3 Insights](https://www.reach3insights.com/) has deepened its partnerships with iconic global brands like [Coca-Cola](https://www.rivaltech.com/coca-cola), [Warner Bros. Discovery](https://www.rivaltech.com/reimagining-community-warner-bros-discovery), and [John Deere](https://www.rivaltech.com/john-deere)—using our [mobile-first, conversational approach](https://www.reach3insights.com/our-approach) on the [Rival platform](https://www.rivaltech.com/platform) to drive better outcomes. This year, Reach3 also collaborated with brands like [Kellanova](https://www.rivaltech.com/kellanova), PayPal and Amazon to present at major conferences such as [Quirk’s Chicago,](https://www.rivaltech.com/blog/quirks-chicago-2025) [Corporate Researchers Conference (CRC)](https://www.rivaltech.com/blog/crc-2025) and [TMRE](https://www.rivaltech.com/blog/key-takeaways-from-tmre-2025). The rise of conversational research has also created exciting career growth opportunities for both [Rival](https://www.rivaltech.com/rival-reach3-promotions-2025) and [Reach3 teams](https://www.reach3insights.com/promotions-november-2025)—a win-win for innovation and talent development. ## Conversational research: The better way to engage consumers The growth of Rival Group companies reflects the power of [conversational research](https://www.rivaltech.com/conversational-research), a category in the marketing research space that's redefining how brands engage modern consumers. Our [research-on-research shows](https://www.rivaltech.com/conversational) that conversational methods deliver up to [8x more insights](https://www.rivaltech.com/conversational), while improving [data quality](https://www.rivaltech.com/blog/beyond-survey-fraud-data-quality) and maintaining data integrity. This approach works across generations—from [Boomers](https://www.rivaltech.com/blog/gen-x-boomer-conversational-research) to Gen Z—proving it’s the best way to truly connect with people today. This year also marked an exciting milestone: the addition of [Angus Reid Group](https://www.angusreid.com/) to the Rival Group family. Together, our companies bring proprietary technology, high-quality research panels, and expert consulting under one roof. ## Small but mighty: Standing among insights' industry giants What makes these rankings even more meaningful is that Rival Technologies, Reach3 Insights, and Rival Group are still among the youngest and leanest firms in their respective categories. In the GRIT Top 50, we’re proud to share the stage with industry heavyweights like Ipsos, Kantar, SKIM, and NIQ. Of the top five, only Nailbiter—just two mentions ahead of us—was founded in the 21st century. ## Leveling up in 2026 To all the companies recognized in the 2025 GRIT Top 50: congratulations! We’re honored to be in your company and to celebrate our collective commitment to innovation. To all our customers and clients: thank you for the trust. And, of course, to our employees: thanks for the focus and congratulations on this recognition.  As we head to 2026, We’re more inspired than ever to keep rivaling the status quo, helping [Reach3 clients](https://www.reach3insights.com/case-studies) and [Rival customers](https://www.rivaltech.com/customer-stories) reach the next level. Here’s to another year of learning, innovating, and leveling up—together. 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