Recognition at Greenbook’s competition highlights growing pressure on research teams to bridge the gap between traditional rigor and AI-driven speed in turning data into actionable business strategy
Panoplai has been awarded the Industry Impact Award at Greenbook’s Insight Innovation Competition, an event tied to the IIEX North America conference in Washington, D.C. The recognition places the company among a small group of startups attempting to redefine how organizations translate customer data into decisions.
The award itself is less about novelty and more about application. Chosen by Greenbook’s leadership, it reflects an emphasis on measurable, real-world impact in a field that has historically struggled to connect research outputs with business outcomes. In that sense, Panoplai’s selection points to a broader shift in expectations for insights platforms: speed and sophistication are no longer enough without demonstrable influence on decision-making.
At the center of Panoplai’s approach is an effort to reconcile two competing priorities within market research. Traditional methodologies emphasize reliability and depth, while newer AI-driven tools promise faster, more scalable outputs. The company’s platform attempts to merge these by combining survey data, ongoing data ingestion, and what it describes as “digital twin” modeling into a continuously updating system.
This hybrid model reflects a growing industry concern that fragmented tools and workflows can limit the usefulness of insights. As organizations accumulate vast amounts of customer data, the challenge increasingly lies not in collection but in interpretation and integration. Platforms that can unify these processes may reduce the lag between insight generation and action, a gap that has long been a point of friction for research teams.
Panoplai’s recognition also underscores a larger moment for the insights industry, where experimentation with AI is giving way to demands for accountability. As companies move beyond pilot projects, there is rising pressure to demonstrate that new technologies deliver consistent, reliable results at scale. Whether Panoplai’s approach becomes a lasting model remains to be seen, but its reception suggests the industry is actively searching for a more cohesive way to turn data into decisions.
