2024 LOOKBACK

2025 LOOKAHEAD

Where Research is Headed, From 2024 to 2025

B2B research’s defining moments of 2024

Check out how companies like Salesforce, Google Cloud, and LinkedIn used B2B research to shape strategy, build brands, and lead on the world’s biggest stages.

Google Cloud research highlights the retail race to generative AI

Ahead of NRF 2024, Google Cloud unveiled research conducted by NewtonX showing that 81% of US retail leaders feel the urgency to adopt generative AI and that 72% are ready to deploy it in the next year. This highlights AI’s potential to transform customer experiences and reshape the industry. READ MORE

Material shows what’s next in digital ad spending

Material and NewtonX research highlights how advertisers and agencies are rethinking ad buying priorities, increasing social media budgets, and adapting to an AI-driven world. “It has never been more important for advertising professionals to be dialed in,” said Material President Jeremy Sack. READ MORE

LinkedIn finds the hidden buyer in B2B

At Cannes Lions, LinkedIn, in collaboration with NewtonX, shared research on the influence of the hidden buyer and drivers of Buyer Group decision-making. “Our findings open up a few new ways of thinking about how to be successful in B2B marketing and selling,” said Mimi Turner, Head of Marketplace Innovation at LinkedIn’s B2B Institute. READ MORE

Adweek discovers the key to the CMO-CFO partnership

In an exclusive report with NewtonX, Adweek highlights the rising importance of financial literacy for CMOs. While 86% of CFOs say their CMO understands how the company generates revenue, only 46% believe they excel in finance. Closing this gap is crucial for collaboration, proving ROI, and aligning marketing with business objectives. READ MORE

Teradata examines AI trust through a C-suite lens

Teradata and NewtonX launch a C-suite study on the challenges and opportunities of building trust in AI. “The research is grounded, devoid of hype, highly realistic, and directly aligns with the key opportunities and challenges business and AI leaders face,” remarked Vedat Akgun, VP of Data Science & AI at Teradata. READ MORE

Ogilvy Consulting shares startling M&A research findings

Ogilvy Consulting, with research conducted by NewtonX, uncovered a surprising insight: only 7% of executives are fully satisfied with their brand acquisition and migration efforts. Ogilvy’s “Beyond the Deal” report explores these challenges and provides strategies to improve post-deal success. READ MORE

Greenbook elevates GRIT report with NewtonX

For the fourth consecutive year, Greenbook partnered with NewtonX to field a buyer-side sample for the GRIT Report, expanding its scope with verified data. Greenbook Chief Advisor Lenny Murphy praised NewtonX sample quality, stating, “…the difference between processing the sample they provide versus the data we collect ourselves is like night and day.” READ MORE

Salesforce sheds light on the AI adoption hurdles for CIOs

Salesforce enlisted NewtonX to survey enterprise CIOs worldwide, revealing that just 11% of CIOs have fully implemented AI, showing a gap between ambition and execution. Juan Perez, Salesforce CIO, says, “This research gives a glimpse at the foundations that CIOs across industries and geographies are laying in preparation for the rollout of truly transformational AI.” READ MORE

Airwallex decodes the future of embedded finance

Airwallex, in collaboration with NewtonX, surveyed 200 fintech leaders to explore the complexities of embedded finance adoption, revealing only 6% of executives felt their implementation met expectations. “The data moved us beyond theory to practical truth,” said Andy Luo, Director of Revenue Strategy at Airwallex. READ MORE

What’s next in B2B research?

Get ready for 2025 with insights from NewtonX leaders

Show me the story: data-led storytelling will drive B2B research.

Jackie Cutrone, CMO Savvy marketers won't just have data; they'll have custom research insights woven into persuasive stories. That's the power of data-led storytelling.

AI-powered insights: expert knowledge at survey scale.

Sascha Eder, CEO Smart leaders will have instant, actionable insights. AI-powered research will combine the depth of expert interviews and the scale of surveys.

Augmented intelligence for faster, smarter research.

Leon Mishkis, COO Augmented intelligence will fuel fundamentally better insights. Primary research will be enriched with diverse data sources for better results.

The rise of the strategic research leader.

Kurt Schulze, Chief Client Officer We’ll see the rise of strategic research leaders who translate data into actionable strategies that drive value and inform critical decisions.

Preserving the quality of research by eliminating fraud.

Kavita Anand, VP Product The rise of AI-powered fraud, including deepfakes impersonating key execs and bot farms manipulating survey data, will demand advanced verification and fraud prevention.