To All IA Members,
When I joined the Insights Association in March, my priority was to get to know you: your businesses, your teams, your ambitions, and the challenges you face in your work. I wanted to understand how IA could help you succeed personally and professionally while supporting the health and growth of our industry.
Since then, I’ve had 125 listening sessions with industry leaders (with many more on the way!), enjoyed opportunities to meet entire research teams at their offices, and connected with many of you at numerous industry events. Thank you for being so generous with your time and candid with your perspectives.
One thread has emerged again and again: As technology transforms our work, understanding people—and bringing that understanding into business decisions—becomes even more essential. That belief crystallized in the Insights Imperative, which quickly became a passion project for me and launched at CRC in September.
It also informs how I think about everything IA does for you. Your membership makes that work possible, and I’m grateful for what we have accomplished together so far in 2026.
A growing community, with more ways to belong
IA represents more than 30,000 members across brands, agencies, technology companies, non-profits, and government entities, bringing diverse perspectives and expertise to our community. Student membership doubled this year, and we launched a six-month National Mentorship Program pairing IA Laureates with emerging professionals. These connections help ensure that experience is shared, talent is encouraged, and the next generation sees a future in our profession.
A stronger voice for your work
Some of IA’s most consequential work happens behind the scenes, protecting your ability to conduct research and serve your customers.
So far this year, our advocacy team has answered 92 member questions on legal, regulatory, and standards concerns and held 128 meetings with policymakers at the federal and state level. We launched the IA Action Center to help you connect with legislators, updated our Code of Standards and Ethics, and provided practical guidance through “The IA Code in Action” articles and General Counsel Forums.
Our advocacy helped secure important protections against abusive litigation in California, preserve research activities within privacy and AI legislation, support alcohol taste-testing research, and strengthen Census funding. We also helped draft federal privacy legislation favorable to our industry. Your support gives our profession a sustained voice in these conversations—and helps us respond when individual members need guidance.
More opportunities to learn from one another
Our events have created space for the conversations members tell us they need: candid discussions, practical learning, and relationships that continue long after the sessions end.
We began the year with another successful CEO Summit and expanded our Ignite portfolio with new B2B, CPG, and Small Business events, alongside programming focused on data quality and healthcare research. Once again, brand-side researchers made CRC their own, turning out in large numbers and engaging enthusiastically in roundtables, sessions, and networking events—including special excursions across Chicago. Three bestselling authors, each bringing a keen understanding of our industry, sparked fresh thinking and lively discussion. Attendees cited these experiences among the many reasons CRC remains a unique, must-attend gathering.
We’ll carry that momentum into 2027, as we bring more content and networking opportunities for qual researchers, data analysts, owners of small agencies, and young professionals.
Objective research and resources to inform planning and strategy
Our inaugural State of Brand-side Insights Report provides benchmarks on how corporate insights teams are organized, resourced, and responding to changing demands. We continue to evolve our annual U.S. Insights & Analytics Industry Report, documenting the size and growth of our industry and the companies driving it.
Through our Council for Data Integrity, we released the new Sample Supply Transparency Questions framework, helping buyers and suppliers ask clearer questions about participant sourcing and accountability.
IA continues to lead the global Data Quality Benchmarking Project, with support from Global Data Quality partners. We have streamlined participation so organizations can contribute more easily, benchmark their performance on eight key metrics, giving research professionals the data they need to evaluate sample quality, set realistic expectations, and make more informed decisions.
Our first-ever cross-industry fraud prevention forum brought forth lessons from experts in cybersecurity, fintech, identity management, digital payments, and advertising fraud. Their experience helps our community address challenges that extend well beyond research.
The IDEA Council is exploring the State of Research Participation through quantitative and qualitative research on challenges in recruiting and engaging participants who reflect the populations we study. This work aims to establish industry benchmarks and identify strategies to strengthen participation, engagement, and representation.
Throughout the year, the Accessible Insights Consortium continued to advance accessibility through research, discussion forums, guest speaker presentations, and practical guidance—helping remove barriers for researchers and participants with disabilities and making our industry more inclusive and representative.
Local connections with lasting impact
Across the United States and Canada, our chapters have hosted dozens of educational programs and networking events. This is a great opportunity for IA members to connect as well as introduce college students to our industry. To our chapter leaders and volunteers: thank you. You bring a personal touch to a vibrant and growing community.
Building confidence through standards and privacy support
Through CIRQ, IA continues to help organizations demonstrate their commitment to research quality and information security. ISO certification provides independent, globally recognized proof of that commitment while helping companies strengthen processes, reduce risk, and build client trust. CIRQ’s certification programs grew 20%, with 32 ISO 20252 clients and 37 ISO 27001 clients.
For the sixth consecutive year, CIRQ maintained its dual ANAB accreditations. We also helped shape the U.S. position on the revised ISO 20252 standard, published in September with updated data quality and AI requirements. Meanwhile, 36 IA member companies participate in our Data Privacy Framework program, supporting important international data transfers.
Learning that fits your needs
We added three on-demand Learning Channel courses covering communication, go-to-market strategy, and AI for insights. We are launching new masterclasses and expanding partnerships to bring you even more training options.
We have also expanded our website’s resources and are preparing further improvements, including a redesigned Legal Affairs page. Our goal for 2027 is to make relevant guidance easier to find and professional development easier to access and apply.
Making the value of insights visible
All of this brings me back to the Insights Imperative.
Technology is transforming how decisions are made. But the need to understand people has never been more important. We challenge assumptions, uncover opportunities, strengthen strategy, and turn understanding into impact.
In 2027, we will expand this initiative to support our members and help the broader insights community demonstrate that value. And we need your voice.
Please learn more about the Insights Imperative and share a moment when insights changed a decision, shaped a strategy, or created meaningful impact.
Thank you for your membership, your trust, and everything you contribute to this community. You have helped us accomplish a great deal in 2026 and given us a strong foundation for an impactful 2027.
What you do matters. Let’s make sure the world knows why.
With gratitude,
Anita Watkins
CEO, Insights Association