Human Touch and Tech Trends: Fall Events Recap
This fall, we’ve attended some of the most anticipated events of the year: ESOMAR Congress, Insights Association’s CRC, and The Society of Sensory Professionals’ (SSP) Annual Conference were an opportunity to connect with new people, unveil our new brand identity, and fill our notebooks with innovative thoughts and learnings. Continue reading for a round-up of the core themes that emerged from these events,and what opportunities are shaping the future of market research.
Balancing Tech and Human: Corporate researchers face increasing pressure not only to secure budgets but also to justify their roles. With the rise of AI and automation, researchers must now integrate advanced technologies into their workflows while maintaining a human-centered approach. This balance between embracing innovation and preserving human creativity will be key to remaining essential in organizations.
The human element remains at the heart of the industry, even as AI and automated systems streamline data collection and analysis. The shift towards platforms that integrate primary data seamlessly into decision-making processes shows promise for closing the gap between what consumers say and what they do. However, supporting the people behind these systems is crucial—technology should enhance, not replace, the human experience.
The Growing Importance of Consumer Autonomy in Decision-making: Empowering customers by giving them the freedom to choose has proven to be an effective strategy in guiding behavior, even as brands subtly influence decisions. This autonomy underscores the need for researchers to craft strategies that offer choice while steering consumer action.
Irreplaceable Skills: As technology takes on more data-driven tasks, it’s vital for researchers to focus on what makes them irreplaceable: their humanity. Creativity, empathy, and the ability to tell compelling stories set us apart in an increasingly automated world. Storytelling emerged as a powerful tool to transform insights into persuasion. While data lends credibility, it is stories that capture emotions and drive action. However, overloading stakeholders with data can dilute the message—clarity comes from simplicity, not quantity.
Researchers must avoid the trap of focusing solely on analyzing problems. Instead, insights must be actionable, offering clear solutions that align with organizational growth strategies. It’s not enough to admire an issue; the value lies in addressing it directly. With this in mind, insights should be used to support strategic decision-making, rather than defaulting to short-term tactics like price adjustments.
The future of market research will hinge on researchers’ ability to balance data with storytelling, autonomy with guidance, and technology with humanity. By focusing on these areas, researchers can continue to drive meaningful insights that shape business outcomes.
