Valentina Pina on Curiosity, Human Understanding, and the Future of AI in Insights

Valentina Pina, Ecommerce Specialist at Insitu Partners and a 2026 Future List Honoree, brings a deeply human perspective to market research and consumer understanding. Driven by curiosity, empathy, and a passion for learning, she believes the true value of insights lies in connecting data with context, emotion, and real-world impact. Through initiatives like Research Got Talent Chile, Pina is also helping open new pathways for emerging talent and building a more inclusive future for the insights industry.

Outside of insights, what are your passions and interests? 

Outside of work, I’m deeply passionate about dancing, music, and spending time with my family. I believe those are the moments that truly stay with you over time and shape the memories that matter most. Dancing, in particular, is a space of expression and personal connection that allows me to step away from the structured rhythm of my work and reconnect with what’s essential.

I’m naturally curious by nature. I enjoy reading, learning, researching, and exploring different perspectives on the world. That curiosity doesn’t stop at a personal level it connects directly to what I do professionally. Understanding people, their decisions, and the contexts in which they live isn’t just part of my job as a researcher; it’s how I observe and engage with reality. That intersection between personal curiosity and professional purpose is what keeps me motivated and constantly learning.

Since starting your career in MRX, what would you consider to be your greatest accomplishment? 

One of my greatest professional accomplishments has been leading Research Got Talent Chile. It was the first time this initiative was launched in my country, and it holds deep personal and professional meaning for me. I strongly believe there is a great deal of young talent that hasn’t always had access to opportunities to experience the insights industry from the inside.

Creating a space where students can work on real challenges, develop practical skills, and discover the value of insights has been incredibly rewarding. The project also generates concrete social impact by partnering with an NGO, demonstrating that market research can create value beyond the corporate world. Seeing participants engage with the industry and witnessing the real-world impact of the work reinforces my belief that initiatives like this are essential for the future of our profession.

When did you know you wanted to enter a career in insights, and what inspired you? 

I knew I wanted to pursue a career in market research while I was still in university, during my time as a teaching assistant in Market Research. At that stage, the theory fascinated me understanding how studies are designed, how questions are framed, and how data is analyzed quickly sparked my curiosity.

However, it was when I began my professional experience that this intuition turned into a deep conviction. That’s when I truly understood the power of information and everything that can be done with it. I realized that well-analyzed data can have a direct and meaningful impact on key decisions for people, organizations, and the contexts in which they operate. Seeing how information helped guide better decisions, bring structure to complex scenarios, and create clarity in moments of uncertainty was what truly inspired me. I came to understand that insights don’t just describe behaviors they can influence and improve realities and that idea ultimately defined my professional path.

What is the most valuable lesson you have learned from market research? 

The most valuable lesson I’ve learned is that data alone doesn’t say much without context, interpretation, and a human perspective. Throughout my career, I’ve come to understand that behind every number there are people, stories, motivations, and realities that aren’t always immediately visible.

Market research has taught me to listen more carefully, to look beyond the first reading, and to question even the results that seem the most straightforward. It has also shown me that a strong insight isn’t necessarily the most methodologically complex one, but the one that creates understanding, sparks conversation, and drives action. This discipline has helped me develop a perspective that is both empathetic and critical, recognizing that real value lies in connecting evidence to meaningful and responsible decisions.

How has market research changed since you first started your career? 

Market research has changed significantly since I began my career. Today, it is a much faster and more complex discipline, playing a far more strategic role within organizations. Access to large volumes of data, the digitalization of behaviors, and the development of AI-based tools have transformed how we research and analyze information.

At the same time, this technological evolution has highlighted something essential: technology does not replace professional judgment or critical thinking. The role of the researcher has shifted from a more operational focus to a consultative one, where interpreting data, connecting information, and translating insights into strategic decisions is key. Today, the challenge is no longer just collecting data, but giving it meaning and relevance in an increasingly dynamic and ever-changing environment.

What advice do you have for folks hoping to start a career in insights? 

For those hoping to start a career in insights, my advice is to keep curiosity alive and maintain an open mindset toward continuous learning. Market research is a constantly evolving field, driven by new technologies, new data sources, and tools that are reshaping how we understand people. Don’t be afraid to explore these technologies, learn how they work, and integrate them thoughtfully and responsibly into your daily work.

I would also encourage active participation in the industry get involved, build networks, and seek opportunities to learn from more experienced professionals, as their knowledge and career journeys are invaluable. At the same time, don’t be afraid to speak up, share your ideas, and make mistakes.

Fresh perspectives, new questions, and different points of view always add value, even when things don’t go perfectly. Ultimately, it’s important to remember that our role goes far beyond delivering data or reports we help others better understand people, their decisions, and their contexts, and that requires curiosity, courage, and strategic thinking.

Tell us about any advocacy/volunteer/association work you're doing within the industry. What issues are you trying to solve? Why is this work critical for the industry? 

Last year, I had the opportunity to lead the first-ever Research Got Talent initiative in Chile, a project I am incredibly proud of. This initiative is deeply aligned with my professional goals and with how I understand the role of insights in society.

For me, Research Got Talent represents the chance to serve as a bridge between new generations and the insights industry, helping students discover, experience, and ultimately fall in love with this field. I strongly believe there is a great deal of young talent that hasn’t always had access to opportunities to engage with the industry in a meaningful way. This program helps close that gap by allowing participants to work on real-world challenges and gain hands-on exposure to the professional environment. In addition, the project directly supports an NGO, creating tangible social impact—something that had not been done in this format in Chile before.

The impact for the organization we worked with was truly remarkable, and being able to contribute in a way that creates real, positive change is incredibly motivating. Looking ahead, one of my main goals is to continue expanding this impact, particularly by reaching people from regions outside the capital, as I come from a regional background myself. It’s important to recognize that talent is not concentrated in one place. Young, regional talent has so much to contribute, and creating spaces where it can be seen, valued, and developed is essential for building a more inclusive, representative, and sustainable insights industry.

What trends do you see making headway on the horizon of insights? What trends do you think will falter in years to come? 

Without a doubt, the advancement of artificial intelligence will be a defining force for the insights industry, reshaping not only how we conduct research, but also how we understand consumer behavior and make decisions. I see this shift in a very positive light. AI is enabling us to optimize processes that were once time-consuming and complex, deliver projects in a fraction of the time, and free up space to focus on what truly matters: strategic thinking and interpretation.

This represents a major leap forward and a clear source of value for the industry. I strongly believe that artificial intelligence can become a powerful collaborator to human thinking, rather than a replacement for it. Its real strength lies in enhancing our analytical capabilities helping us identify patterns, organize information, and explore scenarioswhile judgment, interpretation, and decision-making remain inherently human.

At the same time, I expect certain practices to lose relevance, particularly overly rigid or fragmented workflows. The continued reliance on outdated software or on multiple disconnected tools often slows teams down and increases the risk of errors. I also see a decline in approaches that prioritize the tool over the insight itself. The future of the industry will be less about accumulating technology and more about using it in an integrated, efficient, and strategically intentional way.

What challenges do you see facing newer MRX professionals as technology advances? 

One of the main challenges newer MRX professionals will face is finding the right balance between mastering new technologies and creating real value with them inside organizations. Younger professionals play a fundamental role in introducing new tools, methodologies, and ways of working.

They tend to be naturally closer to technology, more comfortable experimenting with it, and quicker to understand its practical applications. However, this potential also comes with an important challenge: opening pathways within organizations that may be more resistant to change. Introducing new technologies or AI-driven approaches isn’t always easy in environments where processes are deeply established or where there is skepticism around automation.

As a result, the challenge is not only technical, but cultural as well. In this context, newer professionals will need to learn how to translate technology into tangible business impact, communicate its value clearly, and build trust with more senior stakeholders. From an industry perspective, it’s our responsibility to create spaces where younger voices are heard, supported, and empowered so they can drive innovation while maintaining critical thinking, ethical judgment, and strategic focus.