Zontziry (Z) Johnson

The market research industry is in turmoil, and the role of researchers appears to be devalued, but the truth is that the expertise of researchers is needed now more than ever given the growing pressures on businesses to adapt to consumer demands. How can researchers lean into change to create a new role for themselves, both as individual contractors and as experts within larger organizations? How can we position ourselves to regain our voice in our companies, support ever growing needs for research, and leverage new AI tools to position research as a central part of all operations?