Welcome back to the Global WINdow!
Here, we look at global members’ perspectives on the challenges transforming the landscape of market research.
As 2025 kicks off, we chatted to our WIN experts from Vietnam, Ireland, Spain, Peru, Italy, Argentina, and Sweden, about their top predictions for the new year. How they’re responding to them and how they’re making changes in their team.
Let’s look at key trends including the rise of AI, the growing demand for storytelling, and the shift towards ethical and sustainable practices.
- What key trends will shape the global insights industry in 2025?
- AI, of course
For this new year, our members foresee the global insights industry to be driven by transformative trends, with AI-powered insights and automation making a real difference to researchers’ day-to-day.
Xavier Depouilly, General Manager at Indochina Research, Vietnam, believes that “AI will get more integrated in our process, helping us improve our work as data collectors, data analysts, and researchers uncovering insights.”
As businesses demand real-time analytics, AI will assist in creating surveys, discussion guides, and summaries, reducing manual effort while enhancing efficiency. As Karin Nelsson, Managing Partner at Demoskop, Sweden, states: “Real-time analytics is becoming the industry standard, while Large Language Models (LLMs) are revolutionizing qualitative research analysis. This automation allows research professionals to focus on strategic interpretation and recommendations rather than routine tasks. The key isn’t replacing human expertise but augmenting it with AI’s analytical power, enabling faster, more accurate, and more comprehensive insights generation while maintaining the crucial human element of strategic thinking and industry expertise.”
However, the rise of AI isn’t without its challenges. While it enhances internal research processes, Constanza Cilley, Executive Director of Voices, Argentina, cautions: “AI will bring new and very different players to the table. We will need to update our competitive intelligence knowledge and rethink our credentials from scratch.”
- Enhanced transparency to address concerns
However, the rise of AI introduces challenges around trust and data quality. “As data collection technologies evolve, concerns about privacy and ethics will intensify.” continues Xavier, “Companies will need to adopt AI solutions that prioritize transparency, and compliance with national and global data regulations.”
Richard Colwell, CEO at RedC, Ireland, agrees: “(AI) will be offset by real client concerns around trust and quality” with clients increasingly demanding transparency and accountability in AI driven research; “While the industry gets excited by AI, client’s main issues right now are concerns already over panel quality and the quality of the data.’”
- A focus on sustainability
As businesses aim to stay competitive, insights into ethical consumption patterns and sustainable preferences will become critical for strategy development.
“Sustainability will take center stage” says Urpi Torrado, CEO at Datum International, Peru, “with a focus on measuring social and environmental impact, aligning with the values of conscious consumers.”
Xavier Depouilly agrees, “Consumers are prioritizing sustainability, pushing businesses to align their strategies with environmental and social values. Insights into ethical consumption patterns and sustainable product preferences will be essential for staying competitive.”
- How are you preparing your teams for 2025?
To get ready for the evolving needs of the new year, members are focused on a multifaceted strategy that integrates emerging technologies while upholding research integrity.
- AI trained teams
Urpi Torrado is thinking ahead, “We are already preparing by actively training our teams to adapt to emerging trends and technologies. We are experimenting with advanced tools to enhance our research capabilities, including implementing an AI-powered moderator, and leveraging a sophisticated platform for efficient data processing, ensuring faster and more accurate analysis.”
Also on the same page is Richard Colwell, “We are working hard to evaluate and implement AI where possible and appropriate along the research process chain, bringing in new Operations support to evaluate it.”
Karin Nelsson continues by saying that they’re “investing heavily in our team through comprehensive AI and digital analytics training, while strategically recruiting data science expertise.” They are also “evolving the organizational structure to be more agile, creating cross-functional teams that blend traditional research expertise with new digital capabilities. This transformation is supported by strategic partnerships with tech companies and a new Center of Excellence for AI and automation.”
- Ethical practices
Strengthening ethical research practices will become more of a priority, Estefania Clavero, Senior Partner at Instituto DY, Spain, is “strengthening ethical research practices and developing a clear framework for data privacy, ensuring compliance with global regulations like GDPR”
To address concerns about AI’s impact on data quality, we must take an educational role when discussing AI with clients to reduce apprehension and encourage the development of trust. “We need to ensure that we educate our clients onto AI’s possible risks involved in terms of data quality, and the need for testing and evaluation” concludes Richard Colwell.
- How do you foresee evolving client expectations shaping how storytelling and human insights are valued in an increasingly tech-driven industry?
In an increasingly tech-driven industry, evolving client expectations will place a premium on storytelling and human insights as vital complements to technological efficiency. “Tech is a mean, but focus will be on real, live experiences in the customer journey” says Nikos Kotoulas, Head of Marketing and Communications at BVA Doxa, Italy.
Urpi Torrado agrees, “Technology serves as a powerful enabler, but the true value of data lies in the human ability to creatively develop and expand knowledge. As client expectations evolve, storytelling and human insights will become even more crucial in translating complex data into compelling, actionable narratives.”
So, while AI and automation streamline data collection and processing, clients will seek the strictly human ability to translate the data into actionable narratives that resonate on a personal level.
Xavier Depouilly believes that “Storytelling will evolve to be more dynamic, leveraging tools like live dashboards, real time data feeds, and iterative updates. Insights teams must be agile, ready to refine narratives as new data emerges”.
Crucially, Constanza Cilley highlights, “How we communicate findings will become more crucial than ever. We will need to understand our clients’ profile in-depth, and find effective ways of communicating results.”
This synergy between technological precision and human creativity will shape the future of the insights industry, positioning successful teams as trusted advisors who bridge data with impactful decision making.
How will membership in the WIN network help you tackle next year’s challenges?
Being a part of the WIN network is a powerful tool in anyone’s arsenal. Members are ready to face 2025 through collaboration, innovation, and shared expertise.
- Global Knowledge Sharing and Expertise:
WIN provides access to a wealth of global expertise from leading companies, as Urpi Torrado states that through their partnership with WIN, they “share knowledge and experiences with other leading companies, fostering a collaborative environment that helps us stay ahead of industry trends”.
And, in a world where technology and societies are constantly changing, Constanza Cilley believes, “The honest exchange with players from all over the world is becoming more relevant than ever.”
- Innovative Methodologies and Tools:
The network offers opportunities to explore new technologies, methodologies, and best practices through workshops, training sessions, and expert-led forums. As Xavier Depouilly says, “the WIN network can support our continuous development, enhancing exposure to diverse technologies and perspectives from around the world, and sharing innovative methodologies, tools, and case studies.”
- Collaborative Innovation and Local Market Adaptation:
WIN facilitates joint projects and collaborations, allowing members to leverage international expertise while maintaining local market knowledge. For Estefania Clavero, being part of WIN is a great opportunity for “joint projects with other members; these can open doors to new methodologies, technologies, or markets.” She also enjoys “regular events, conferences, and forums to connect with like-minded professionals and exchange ideas.”
Karin Nelsson adds, “Our WIN network membership is strategically vital for 2025. It provides access to global expertise, shared technology resources, and collaborative innovation opportunities that would be difficult to achieve alone. Through WIN, we can leverage international best practices in AI implementation and data analytics while maintaining local market expertise.”
As we step into 2025, the global insights industry is brimming with potential for transformation and innovation. As AI continues to advance this year, the integration of complex technologies with human expertise is set to transform how we collect, analyse, and interpret data. Alongside these developments, the value of human insights, ethical practices, and storytelling will become increasingly important.
WIN stands ready to help its members navigate these changes, shaping an industry that seamlessly blends technological precision with the human touch!