by Crispin Beale CEO, Insight250 | Photos by Pixabay
As the Halloween season approaches, the theme of horror grows. And few things are more scary to innovative insight experts than the fear of missing out (FOMO) on innovations that can deliver clear understanding and drive more effective results.
With the influx of advancements across the insights landscape regarding technology, methodology and beyond, market research experts are challenged to keep pace with the ongoing evolutions to slash through the hype versus the hope. This onslaught of change can result in a growing fear of missing out (FOMO) on evolving, impactful innovations that can elevate the efficiency and efficacy of market research as the impact of the role grows within many organizations.
To address this FOMO issue, I asked an extensive cross-section of global insight experts to share their major FOMOs within insights and how they address and overcome these fears.
Ben Page, CEO, IPSOS, France
“The scariest thing is the acceleration of opportunity and threats from automation, AI and digital tools that make CMI functions less relevant - the reskilling the industry needs is substantial - for those who achieve this there will be huge opportunities.”
Jane Frost CBE, CEO, Market Research Society, UK
“I don’t have “ FOMO” about technology in the research sector- I think we do very well in adopting and adapting – take the amount of LLMs actually being used in the sector before AI became a thing. I think I fear us missing the benefits of the bandwagons in terms of reputation and therefore commercial credibility. Somehow “ big data “ was something data analysts did and AI something that big consultancies were better able to deploy ( mostly sub contracting to researchers of course ).I’m terrified that I will wake up this time next year and we will still be talking about the benefits of qual vs quant and failing to gain ownership of the amazing Impact of all we do.. “
Jean-Marc Léger, President / CEO, Leger, Canada
“In advertising, it is often said that 'half the money I spend on advertising is wasted, the trouble is I don't know which half.' It's the same thing in innovation and it's scary because we don't want to miss opportunities. To innovate, we must take risks, and success often springs from our failures. When we invest in innovation, we never lose, we win or we learn*. I learned a lot.” *Modified quote from Nelson Mandela
Mark Langsfeld, CEO, mTab, USA
"The most common fear we consistently see across industries is the fear of missing vital insights in real-time. Market research teams are often burdened by isolated data silos, and as the volume and variety of data grow, managing it becomes increasingly complex. Breaking down these silos with an insight management system not only alleviates the fear of missing out, but also delivers comprehensive visibility into customers, competitors, and markets."
Isabelle Fabry, ACTFUTURE, France
“Let’s imagine a qualitative study in 2025 for a fashion brand in France. A group of consumers is tracked in real time via a dedicated app, capturing their instant reactions to the launch of a new collection. Influenced by FOMO, participants are constantly alerted about peer purchases and exclusive events. They share their feelings through voice messages and videos, allowing analysts to gather authentic, immediate insights. The brand adjusts its strategy based on emerging trends observed live, creating limited offers to further stimulate that sense of urgency and belonging.”

Alex Hunt, CEO Behaviorally, USA
“I’m afraid we won’t change quickly enough and be left behind; once that starts to happen it’s a self-fulfilling prophecy as once that happens the behavioral sciences will render methods obsolete, commercial enterprises will adopt and embed new technologies, the talent on which our industry relies will choose different sectors. Everyone in insights should be afraid of not moving quickly enough!”
Urpi Torrado, CEO Datum Internacional, Peru
“The effective integration of artificial intelligence (AI) in data collection and analysis, without losing the human touch in interpretation. Additionally, I worry about missing out on new tools that enhance automation and personalized consumer experiences. The risk is that, by not adapting to these changes, we may lose competitiveness and relevance in an increasingly dynamic and innovation-driven environment.”
Alexander Edwards, President, Strategic Vision, USA
“Every day I receive invitations to try out a new CX product, a data visualization tool, or a machine learning module – all powered by a new and improved AI. Not just some days; every day.
“Similar to the individual who is scrolling through vacation photos of others while believing themselves to be on a less exciting trip, the Fear of Missing Out (FOMO) is real for those in research as they view the world of AI and wonder what everyone else is doing. It is easy to be bombarded with information about the many advances in AI and wonder if one is going to miss the real winning system for their research.
“However, to those who are spooked with the FOMO this Halloween, I offer the phrase "keep calm and carry on." This slogan was intended to boost morale and encourage the British people during WWII. While parts of our research world may end with these new technologies, we will figure it out; not by jumping to every new trend or LinkedIn article, but by reviewing our options, making a choice and changing directions if needed. Keep calm and carry on fellow researchers.”
Finn Raben, Founder, Amplifi Consulting, The Netherlands
“All horror movies are built on a seemingly indestructible scary character (e.g. Freddie from Elm Street or Jason in Friday the 13th), finally being undone by a “good guy”.
In this era of rapidly evolving technology – where, as Dave Carruthers once said: ‘tech guys need to “get” research, and research guys need to “get” tech’ – we occasionally lose sight of what (or rather whom) this profession is built on…namely, people.
“In our haste to be seen to be applying the latest technology, often without appropriate rigour, we end up with the “tech” being seen as “scary”, whereas the principles on which our profession has been built (transparency, duty of care, privacy), is the “good” which can overcome the “scary.”
“Primary data will always be needed; the public’s trust will always be needed to collect primary data, so let’s use the “good” to ensure that no technological advance can ever be seen as “scary.”
Justine Clements, Consumer Insights Manager, Samsung Electronics, Australia
“My main FOMO is definitely around AI, as we continue to dabble our feet into unknown waters of AI-driven insights, obviously we want to be sure that what we are doing delivers accurate and useful results, we also don’t want our advertising, for example, to be lost to a sea of sameness, where novelty and creativity go to die.
“So despite being excited about the possibilities we have to remain somewhat cautious. As a business, we need to be very careful about not exposing competitively sensitive information and this places strict limits on our ability to freely explore the full range of AI services well beyond the safety of our veritable walled garden (as nice as it is it’s difficult not to feel like you might be missing out).”

Annie Pettit, Annie Pettit Consulting, Canada
“It makes my blood boil that first could win over best. The huge volume of companies marketing their newest and greatest AI tool has made it nearly impossible to differentiate fact from phantom. I fear that people won’t bat an eye and the AI with the best positioning and marketing will grab an undeserved share. However, the devil is in the details and the AI with the best validity and reliability shouldn’t land in the graveyard. I hope that we see the same outcome as we have historically, which is that the first technology paves the way for the best technology.”
Mark Ursell, CEO, QuMind, UK
“My big fear is missing out on all the great talent going to data analytics. All those great ideas, innovations and thinking, because the insight industry is not seen as ‘vogue enough.’ Salaries and company investment are so much bigger in this area than insight and many times I visit companies with huge data analytics teams but a tiny Insight team. But the value and impact of customer insight is just as big as data analytics!”
Sharmila Das, Chairwoman, Purple Audacity, India
“The FOMO is directly linked with vulnerabilities that question the value of experience and wisdom with what the new age tools are projected to do.
1. Are the time-tested tools good enough in the AI-driven age? For example, Should I add an AI element and call an FGD a Peer session/ Discover group/Reconciliation forum/Discussion Lab or some other name to find greater acceptance?
2. AI writes very well. If I present the truth in its simplest form, then will it be valued equally?
3. What is the ROI of taking a little more time to combine and add deeper analysis based on human intelligence with the first-level output that is possible in a very fast manner nowadays?
“are currently evolving. AI is God and will result in job cuts evolving into AI is a tool to be used. However, what we must contain as an industry is; that AI alone is good enough to complete a project/survey and save some overhead costs. I am hopeful that we will not get to that point.”
Dr Nick Baker, Chief Research Officer, Savanta, UK
“In a world defined by change from the 'third wave of digital' - the rise of interoperability alongside individual creator capability and e-commerce, the fear is for the industry. Our destinies are connected through the collective experience of the value we deliver to clients. If we don't change right now, we risk becoming irrelevant.
“Too often there remains an expectation that it's OK for the 'tail to wag the dog' and research norms to trump commercial realities of clients' timeline/ other needs. We need to change, not our clients. To be relevant, old ways need to change with a single-minded retained focus on robustness, transparency of consequences, and choices in altering established delivery modes.
“Different isn’t wrong or not robust, it’s different. If we don’t think better and act differently, we’ll be dead in the water. But FOMO also is ‘future optimistic, massive opportunity’ as long as we adapt.”

Eleni Nicholas, Chief Client Officer, IPSOS, UK
“In an age of rapidly changing technology, fueled by advancements in AI, a fear of missing out drives individuals and organizations to constantly seek innovation. Marketing research becomes crucial to understand these rapidly evolving consumer preferences and identify opportunities for new products, services, and experiences. This continuous cycle of innovation and research is essential for any entity to thrive in this dynamic landscape.”
Arundati Dandapani, Founder and CEO, Generation1.ca, Canada
“By 2050, 1-in-6 people in high-income countries will be immigrants, driven by rising global migration. The global fertility rate has halved since 1970, with some developed nations below replacement levels. With 10 percent of the world now aged 65+, healthcare systems and workforce dynamics face unprecedented challenges.
“By 2030, 40 percent of consumers will be GenZ, a digitally native, values-driven generation demanding greater social and environmental responsibility from brands and institutions. Meanwhile, food insecurity is rising due to global conflicts, climate change, and economic instability. We must act strategically to address these challenges and better serve our diverse communities.”
Matt Hay, Founder & CEO, Bulbshare, UK
"FOMO for me would be around the rapid evolution of generative AI and particularly synthetic data - and failing to be at the forefront of that. These technologies are reshaping how we collect, analyze, and even simulate data around consumer behavior. With synthetic data, we can model scenarios that may be hard to capture in the real world, giving brands the power to test new concepts or predict consumer reactions without traditional data limitations.
“The fear is that those who don't adopt synthetic data and AI-driven methodologies will miss out on unlocking these deeper, more agile insights. Additionally, advancements in real-time analytics and predictive modeling are areas I’m watching closely. Brands that hesitate to embrace these tools risk falling behind in a landscape where faster, more informed decision-making is becoming the key competitive edge."
Debrah Harding, Managing Director, MRS (Market Research Society), UK
"As a competitive sector we’re often at the forefront of embracing and adopting new technologies, but my biggest worry, perhaps counterintuitively, is that the ‘fear of missing out’ on the next innovation could mean we’re distracted from the excellent work we’re already doing every day in research and insights. Of course, practitioners must continue to experiment with AI and integrate it where it can add value, but don’t allow FOMO to take over. And don’t be fearful of what you don’t know. As an AI conference speaker said recently: ‘It’s ok to not have the answers’. Continuing to focus on the best practices we’ve been mastering over many years is the way to be inspired but not spooked by the future."
ABOUT THE AUTHOR
Crispin Beale - Chief Executive, Insight250, Senior Strategic Advisor, mTab; Group President, Behaviorally

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 Group President at Behaviorally.