Brand Side Roles and Teams – A View of Today and What Is Ahead?

The distinctions between research and analytics roles reveal a clear trajectory for the future of
insights work. Historically, brand-side researchers concentrated on in-house studies, methodology,
and consumer understanding, while analytics professionals focused on modeling, automation, and
data-driven decision-making. While these differences remain, they evolve and will evolve because of
AI.

The next two years (three maybe) will see these roles become more integrated and dynamic. The
GRIT Report data shows that analytics professionals lead in adopting AI, synthetic data, and
automation, while researchers maintain strength in structured methodologies and quality assurance.
Analytics professionals lead in AI adoption and experimentation, while researchers integrate AI
selectively, focusing on quality and methodological rigor, not losing significance (pun intended).

Insights professionals will move beyond siloed departments. The GRIT data highlighted that
analytics roles are often embedded across business functions, and this trend will accelerate. Future
research teams will be deeply integrated into marketing, product development, and strategy,
requiring research professionals to pair technical expertise with business storytelling that aligns with
business function. Strategic consulting will become central, as organizations demand insights that
influence decisions at the highest level.

Supplier relationships will shift, too. Coopetition might become the word du jour. While researchers
have traditionally relied on full-service research providers and analytics teams on tech-led platforms,
the rise of DIY tools and automation will push both functions toward more agile, tech-enabled
partnerships. Researchers and analysts will need to focus on higher-value contributions and
highlights, including the ability to interpret complex data, find new types of insights, and craft
narratives that drive and measure actions that produce outcomes.

Governance and lineage will take center stage. With increased use of generative AI and synthetic
data, data transparency and privacy compliance will be critical. Professionals need to establish clear
protocols for data collection, storage, and usage. Ensure compliance with global regulations like
GDPR and CCPA and anticipate stricter frameworks as AI adoption grows. While synthetic data
offers privacy benefits, it must be generated responsibly to avoid introducing inaccuracies or
vulnerabilities. Professionals who can balance innovation with responsibility will be essential.

Professionals who adapt, embrace technology, and develop cross-functional influence will define the
next era of data-driven decision-making and deliver impact for their organizations.