By Crispin Beale, CEO, Insight 250
With summer nearly here, the interest around artificial intelligence (AI) and its applications to elevate and expand the influence of insights continues to grow. However, many other focal points are getting a lot of attention with the growth of AI. I sat down with experts from around the world to get their responses to this question:
"With summer almost here, the insight industry has never been hotter - tech trends and application advancements are elevating market research to scorching levels. While many of these hot topics focus on AI, we want you to go beyond the artificial intelligence hype and share what you feel are the hottest trends outside of AI that are elevating the impact of insights."
They shared a spectrum of fascinating answers, ranging from the reemergence of traditional methodologies to the emergence of new approaches, both of which could have significant impacts on the research industry and the insight profession. Thank you everyone for sharing your views.
Evolving Insights
Cherie Leonard, Senior Director, Colgate-Palmolive Company, USA
“I see an evolution toward a marrying of the journeys: synchronizing culture-led people journeys exploring lifestyle and category influences with the depth and complexity of omni-shopping behavior for a more holistic view, helping us meet consumers where they are during times of increasing uncertainty.”
Mark Langsfeld, CEO, mTab, USA
“AI is no longer optional, it’s foundational. Our clients across automotive, global media, food & beverage, and consumer goods are seeing transformational gains by moving beyond generative AI to unify fragmented data sources from syndicated research, first-party surveys, CRM systems, and marketing performance metrics into intelligent AI-agent workflows.
This evolution is reshaping decision-making by eliminating manual bottlenecks, accelerating execution, and enabling real-time, automated actions. Organizations can now rapidly generate strategic recommendations, targeted go-to-market plans, and automated operational processes. AI is helping businesses move from passive data monitoring to proactive, decision-driven intelligence.”
Augmented Reality
Jennifer Picard, Global Transformation Insights Lead, Opella, France
"In 2025, what’s truly reshaping the insights industry — beyond the AI spotlight — is the rise of mobile-native augmented reality and the new generation of biometric sensing. For the first time, we can deploy large-scale, in-context product and campaign testing directly through consumers’ smartphones, with AR experiences that are interactive, geolocated, and behaviorally trackable. This isn’t lab-based simulation — it’s real-world immersion, at scale.
What’s equally transformative is the arrival of discreet, wearable biometric tech — like emotion-sensing rings and gaze-tracking glasses — that can be used in natural environments without disrupting the user. These tools are no longer experimental: they’re field-ready, affordable, and integrated into agile research workflows. Together, they’re enabling a new layer of insight: not just what people say or feel, but how they engage — in the moment, in context, and in motion."
Human Talent
Karsten Trautmann, Center of Excellence, Global Strategic Insights, and EPHMRA President
“As AI is becoming a regular tool and working foundation also in the insights industry - the human factor in navigating & interpreting insights for guiding decision makers will be even more the real competitive edge. Insights professionals will be key for example in exploring trends in orphan & rare diseases, volatile economic environments for pricing & access and transforming healthcare business models. Combining emerging technologies with reimagined insights gathering methodologies and diversified data sets to conclusive insights ecosystems will be the center point of the Insights Navigator.”
Jane Frost, CBE, CEO, MRS, UK
“Everyone assumes that there is a logic to trends when so many of them are counteractive. So in the interests of the joys of the summer season - and the rain finally falling in the UK (and yes, my garden does need it) I’m going to celebrate, not a trend, but a rediscovery. It is the start of a flowering of rediscovery: the power of people. Whether through hybridisation - combining qual with quant for example or creating recipes of methodologies; applying the human to AI or telling the story of our insights, we are rediscovering the power of the talented, diverse and curious bunch of people in our sector. To stand up for truth we need people and we are a sector uniquely placed to do just that. Let’s celebrate people's power. Cheers “
Enhanced Impact
Nick Graham, Founder, Vertemis, Portugal
“The hottest trend right now isn’t a tool. It’s a fundamental mindset shift. Insights teams are starting to find their voice: sharpening their commercial edge, rediscovering the art of storytelling and seizing their seat at the table. It’s great to see us shift from sharing interesting insights to shaping real business decisions.”
Jeff Haselum, US MD SKIM, Vice-President, MRC, USA
“It’s the shift from informing to influencing. In my view, the most valuable teams aren’t just answering questions, they’re shaping business decisions, connecting insights to outcomes, and becoming trusted strategic advisors. That’s where the real impact lies.”
Time Efficiency
Danielle Todd, Director, The Forge, UK
“AI is, for various reasons, front and centre in insight right now. It is unlocking a huge amount of energy and time, and shifting the context in which we work. So the hottest trend, facilitated by AI, is what we’re choosing to do with that time.
“We are now in an incredible position to invest greater emotional space and cognitive energy into the things that create real impact. Time spent on the ground with consumers, teams spanning the business and the C-suite. Time spent understanding personalities, potential blockers and pitfalls, as well as how to generate excitement and align energies to ensure your brand is pointing in the right direction for growth. Time spent being sharper in our thinking, more focused, and generating greater alignment, creating the conditions for growth. We’ve never been in a better position to make the impact that our organisations so urgently need.”
Time-tested Approaches
Sharmila Das, Chairwoman, Purple Audacity, India
“Summer's here, and frankly, the insight industry has plenty to get excited about beyond all the AI noise we keep hearing.
-Digital ethnography is proving its worth in ways we couldn't imagine before. When we needed to understand mobility challenges in rural India, having participants document their daily commutes through their phones gave us ground truth that no focus group discussion could capture.
-And community platforms? They're goldmines for understanding consumer behaviour. Instead of one-off research, we're building ongoing conversations with shoppers about their experiences during prolonged sale events during various months of the year - understanding not just what they buy, but why certain deals click while others don't.
-Take data visualization - we're finally getting tools that let us show stakeholders what's actually happening in real-time. When tracking which teams people are rooting for during a cricket tournament, we can now spot engagement patterns as they unfold, not weeks later when the excitement has died down.
“These approaches aren't revolutionary, but they're practical tools that actually make our research more grounded in reality. Sometimes the best innovations are the ones that simply work better.”
Sobiar Bashir, Director Insights, Experiences & AI, National University, USA
“Discovery is the disruptor! What’s really interesting right now is how much the journey has shifted. It’s not linear, and it’s definitely not just about conversion anymore. Social media, peer networks, even comments sections. People dip in and out, they circle back, they pause. The fun and challenge is in embracing this discovery and iterative ecosystem in which consumers are presently in, listening across touchpoints, and embracing the authenticity that they are looking for.“
Dr. Roland Abold, Managing Director, infratest dimap, Germany
“In today’s fast-paced landscape, data alone isn’t enough—clarity is power. In the insights industry, especially in public research and polling, visualization is more and more evolving from static charts to intelligent, interactive storytelling. For professionals, advanced visual tools unlock deeper analytical clarity. Equally vital is translating that complexity into intuitive, compelling visuals for the public. Whether through dashboards or simplified infographics, the power of visualization lies in bridging expertise and accessibility. As trust in data becomes paramount, how we show insights will shape how they’re understood, believed, and acted upon.”
Driving More with Data
James (JT) Turner, Founder & CEO, Delineate, UK
“With budget pressures and economic uncertainty, brands are striving to do more with less, as discussed in the recent Association for Survey Computing (ASC) conference with the same theme. The pressure to maximise data assets is immense, pushing brands to leverage their tracking capabilities in more innovative ways. At Delineate we see our global clients integrating real-time survey data into their marketing data lakes to drive more informed decisions, evaluate campaigns in real-time and refresh models more frequently."
Seyi Adeoye, CEO, Pierrine Consulting, Nigeria
“The rise of data lakes is one of the hottest trends reshaping how businesses harness insights today. By centralising diverse data sources—ranging from primary research and first-party data to digital behaviour and operational metrics—organisations can achieve a unified, 360-degree view of their customers and markets.
This integration is transforming decision-making: enabling faster responses, deeper consumer understanding, and sharper strategic thinking. No longer a technical luxury, data lakes are now a strategic imperative for businesses seeking to break down silos and unlock value across teams.
Crucially, this trend is delivering real competitive advantage—powering richer insights, improving foresight, and accelerating innovation. In a fast-moving, data-saturated world, companies embracing this approach are better positioned to lead with clarity and confidence.”
Marianella Ghiggeri, Senior Insights Manager, Netflix, Brazil
“While AI understandably dominates many discussions about the future of market research, several other powerful technological and methodological trends are significantly amplifying the impact of insights. These trends, while distinct from AI, often complement and amplify its power. For example, real-time data streams can feed AI algorithms for predictive analytics, and advanced visualizations can make AI-driven insights more accessible. By focusing on these non-AI advancements, market research can continue to evolve and deliver increasingly impactful insights for businesses.”
Deeper Human Understanding
Joaquim Bretcha, Director General, ESOMAR
“Human understanding lies at the heart of our profession. Regardless of the methodologies we use, our role is to bring clarity to how people think, feel, and behave in an increasingly fragmented world—where traditional categories and assumptions no longer hold. In societies shaped by shifting relationship models, growing political polarization, and new economic constraints, the need for human-centered decision-making is much needed. Our professionals help bridge these divides, ensuring that insights remain grounded in the real experiences of people.”
Arundati Dandapani, Founder and CEO, Generation1.ca, Canada
"While AI continues to dominate headlines, the hottest trends reshaping the insights industry lie in the global policy shifts around immigration, climate change, housing, healthcare and data protection, all of which are fundamentally redefining population health, workforce dynamics, top skills and consumer behaviour. These interconnected forces are transforming how we understand and engage with people.
“Yes, AI is a critical competency, but it’s baseline human understanding, grounded in cultural intelligence, ethical foresight, and collaborative problem-solving, that will ultimately elevate the impact of insights. The future belongs to those who can decode complex systems, not just build smarter tools. It’s time we matched technological acceleration with deep empathy, pluralistic thinking, and policy-aware research frameworks that shape truly inclusive and resilient societies."
Danny Russell, Owner, DRC, UK
"It’s great to talk about something other than AI which continues to dominate conferences and conversations. Two “hot trends” for me are: -The blurring of the lines between customer experience (CX), user experience (UX), and employee experience (EX) that lead to holistic insight ecosystems. Tech and applications that connect all human experience touchpoints are leading to more strategic, customer-led and, therefore, impactful decisions.
-Secondly, it feels as if the Salience message is, at last, starting to land. Driving the Salience of insight, rather than focusing on the minutiae of what we do and how we do it, is the ONLY way we will remain valid in a future world consumed by AI advancement."
Focusing on Trust
Melanie Courtright, CEO, Insights Association, USA
"In an era where trust in data has been challenged, the global research community is rising with renewed purpose. The focus on improving data quality is not just a trend - it’s a vital movement. Every buyer and seller of data must be part of the solution, equally responsible for strengthening the foundation of our industry and restoring confidence in the data that drives decisions. Our next step as a community is to activate brands through education and tools, and by providing them with data quality buying signals.”
Pravin Shekar, The Outlier Marketer, India
"Why "Trust in D2C IS Trending - and this time it is measurable!
Trust breaks at the moment of decision, not discovery.
Consumers browse. They follow. They add to the cart.
And then silently, they buy elsewhere.
D2C traffic is up, but conversions lag. Why?
D2C is no longer niche.
D2C is under the spotlight. Consumers aren’t forgiving. If trust wavers, they walk. The friction isn’t at first click. It’s at final checkout.
Marketplaces are winning by default.
Even after all the brand engagement, the last click often belongs to Amazon. Not for price, but for peace of mind. That’s not convenience. That’s a transfer of trust.
Legacy insight tools can't track hesitation.
Old trust indices rely on stated beliefs. But today’s consumer behavior tells a different story. The future lies in behavioral trust mapping - something insight teams can lead.
AI can personalize, but it can't reassure.
Not yet. What converts is confidence, not just capability. And confidence is earned at the edge - where decisions are made, not predicted.
Bottom line:
Trust isn't claimed. It's constructed quietly, behaviourally, and at the point of no return.
Trust as a currency is trending!
Inclusive Insights
Isabelle Fabry, Associate, ACTFUTURE, France
“Beyond AI: Inclusion as the Next Insight Revolution: While AI dominates the headlines, the true revolution is quieter — and more human. The hottest trend today? Inclusive research. At ActFuture, we’re seeing a surge in demand for insights that truly reflect the full spectrum of consumers, including seniors and digitally excluded populations. These voices are often absent from mainstream studies, creating blind spots for brands. ACT Inclusive bridges that gap with human-paced methods, sensory-aware tools, and interviewers trained in empathy and accessibility. This is more than a trend — it's a rebalancing of our industry toward authenticity, equity, and relevance. Inclusive insights aren’t just ethical; they’re strategic. They sharpen understanding, broaden market reach, and spark innovation grounded in real-life needs.”
Future Proofing the Industry
Herbert Hockel, Managing Director, moweb GmbH, Germany
“As summer heats up, so does the urgency to future-proof the insights industry. While AI dominates headlines, the real action is happening within the foundational pillars, our industry was built upon.
“Data quality under pressure: With faster, cheaper data collection options on the rise, the industry is doubling down on data quality. Poor data isn’t just a nuisance. It’s an industry threat! We're seeing a surge in investments in better respondent sourcing, improved panel management and rigorous quality checks to ensure that insights are genuinely reflective of the audiences we claim to represent.
“Fraud detection is an absolute must: Bot traffic, fake respondents, survey farms are no longer a fringe problem. Research teams are actively deploying new methodologies and technical safeguards to detect and mitigate fraud in both qualitative and quantitative studies. This includes digital fingerprinting, behavioral pattern analysis and smarter pre-screening tactics.
“Transparency and trust are non-negotiable: Clients and respondents alike are demanding more openness. There is growing momentum towards full disclosure on sample sources, methodology and data handling. Ethical research isn’t just a value - it must be standard. Transparency builds long-term trust, which is key to the future of our beautiful industry.”
Always-On Research
Urpi Torrado, CEO, Datum Internacional, Peru
“Beyond the AI buzz, several powerful trends are redefining the impact of insights. Always-on, agile research is enabling brands to stay closely aligned with evolving consumer needs. Data storytelling and design thinking are turning insights into strategic action. Behavioral science is helping us decode the cognitive biases and decision-making shortcuts that drive real-world behavior, going beyond what people claim to what they actually do. And a shift from consumer-centricity to human-centricity is broadening our lens, allowing for richer cultural understanding. These trends are making insights more agile, actionable, and essential than ever before—fueling smarter decisions across the business landscape.”
Sustainable Strategies
Victoria Usher, CEO, GIngerMay, UK
“Regardless of the trends coming out of the US, clients are still investing in sustainability and ethics-focussed research, and are interested in exploring consumer expectations and brand purpose in these areas.
We’re also seeing of-the-moment research that includes diary and screen recordings when exploring complex B2B and Saas journeys. These types of research help improve the UX to focus on friction points or onboarding gaps where value is really created.”
AI is the Centerpoint
Ray Poynter, President Emeritus, ESOMAR
“To be honest, asking about the key positive trends except AI is a bit like asking Mrs Lincoln, except for the shooting, how was the play? Pretty much anything that is currently elevating insights is either based on AI or is leveraging AI. The key non-AI topics are mostly bad news and steps we are taking to battle bad news. Examples of the problems are the panel data quality issue, exacerbated by the Slice MR case, the prospect of an economic downturn caused by the recent initiatives from the US Government, and the growth an anti-evidence and anti-science mindset, as evidenced by book bans, cuts in university courses, and scaling back of Government funded research. I think 99% of our focus should be on a) leveraging AI and b) working together to tackle threats and problems.”
In the End
While there are many factors expanding and influencing research and insights, Ray is largely correct. AI is either driving or facilitating these through efficiency and efficacy improvements on how research is managed, processed, reviewed and communicated. So, ultimately there seems to be no getting away from the influence of AI. Happy summer.
ABOUT THE AUTHOR
Crispin Beale - Chief Executive, Insight250, Senior Strategic Advisor, mTab; Worldwide CEO, IDX
Crispin Beale is a marketing, data, and customer experience expert. Crispin spent over a decade on the Executive Management Board of Chime Communications as CEO of leading brands such as Opinion Leader, Brand Democracy, Facts International, and Watermelon. Before this, Crispin held senior marketing and insight roles at BT, Royal Mail Group, and Dixons. Crispin originally qualified as a chartered accountant and moved into management consultancy with Coopers & Lybrand (PwC). Crispin has been a Fellow, Board Director (and Chairman) of the MRS for nearly 20 years and UK ESOMAR Representative for over 10 years. Crispin is currently a Senior Strategic Advisor at mTab as well as worldwide CEO at IDX.