Latest research.
Are You Actually Seeing What Your Customers Are Telling You?
Most organisations collect more customer data than they have ever had. The more important question is whether any of it is telling them something useful.
Read the articleWhy Your Reporting Setup Is Making Your AI Investment Useless
Most organisations are investing heavily in AI while ignoring the fragmented, ungoverned reporting infrastructure beneath it. That's why 88% of AI pilots never reach production.
Read the articleMost organisations collect data. Few know what it's telling them.
ThinkDataGrowth researches how mid-market and enterprise organisations actually use analytics, attribution, and reporting — and where the gap between investment and insight is widest.
80%
of enterprise apps shipped this quarter embed an AI agent, up from 33% in 2024
Gartner 2026
31%
of those organisations have an agent running in production today
McKinsey and S&P Global 2026
88%
of agent pilots never reach production
Forrester and Anaconda 2026
Which change do you think will have the biggest impact on how your team uses data in the next two years?
Software Usage
Which tools are actually being used — and which are shelfware. We track adoption patterns across functions and verticals to separate genuine utility from vendor hype.
Analytics & Reporting
How teams actually use data day-to-day: what gets reported, what gets ignored, and the growing gap between analytics investment and decision quality.
Growth & Decisioning
Where data-driven strategy produces measurable results — and where it produces dashboards nobody reads. We follow the outcomes, not the intentions.
A methodical approach to understanding digital transformation
Data Collection
Systematic gathering of industry data through established research methodologies.
Analysis
Rigorous examination of patterns, trends, and correlations across datasets.
Insights
Translating findings into clear, actionable perspectives for organizations.
Our research spans multiple sectors, providing cross-industry perspectives on data utilization and growth.
Most organisations don't have a data problem. They have a decision-making problem that data hasn't been allowed to solve.
Independent Research
Our analysis is conducted independently, free from vendor influence or commercial bias.
Cross-Industry Analysis
We study patterns across multiple sectors to surface insights not visible within a single industry.
Data-Driven Methodology
Every finding is grounded in systematic data collection, analysis, and verification.