Market research has undergone a reckoning in the last year. Outdated processes have been culled to make way for new efficiencies, futuristic tech, and bigger ambitions.

But as we enter a new quarter of a century, what will 2025’s industry look like?

From harnessing AI capabilities to prioritizing humanised experiences, 2025 will be pulled in opposite directions by brand needs. With smaller budgets, loftier targets, and unchartered tools to achieve them, we’ll be looking at what the new year has in store.

And we’ll be joined by the biggest thought leaders in the industry. Join Karen Lynch, Head of Content at Greenbook, Mike Stevens, Founder at Insight Platforms, Crispin Beale, CEO of Insight250, Simon Pollock, Global Insights & Analytics Lead at Kellanova, and Kim Krone, Head of Research at Bulbshare, as we take a peep into the crystal ball.

What we’ll cover:

• AI & Synthetic Data: Passing fad or permanent fixture? AI seems to have passed its probation period and is now a fully fledged market research team member. What will the next year look like for efficiency, depth, and breadth?
• Humanized Experiences: Getting closer to the consumer via ethnography, personalization, video, community, and in-depth interviews.
• Data Sprawl: Data availability isn’t the issue - it’s data interpretation. We’re looking at breaking down data silos in the era of big data.