Welcome back to Global WINdow, where we explore the pressing questions shaping the insights industry. In this edition, we gather expert perspectives from WIN members across Peru, Germany, Norway, the Netherlands, Ecuador, Brazil, and Italy to discuss a growing concern – sustainability in research.
Companies are producing more high-quality research than ever before – yet a significant portion goes unused. In the tech sector alone, vast amounts of untouched data contribute to roughly 2% of global greenhouse gas emissions – a figure comparable to the aviation industry. This raises an urgent question: how can we ensure research remains valuable without contributing to waste?
To find answers, we turned to WIN members from around the world to learn how they are making research more sustainable – and helping their clients do the same.
- What are the ways to make research sustainable?
A clear takeaway from our expert members is the need to conduct research with intention and avoid duplicating existing studies. Carlos Fowks, Projects Director at Datum International, Peru, emphasizes that the first step in making research sustainable is ensuring that “the research has a purpose and, if possible, must be replicable in the future.”
Another crucial step is repurposing data rather than constantly generating new studies. Maaike Zijderveld, Sr. Research & Sample Manager at Motivaction International B.V., Netherlands, reinforces this mindset: “In conducting research, it is crucial to remain mindful of environmental impact. This includes both the consumption of resources and the potential for waste reuse. We believe that researchers should always consider whether existing data can be repurposed to address current questions.”
Nikos Kotoulas, Head of Marketing and Communications at BVA Doxa, Italy, further advocates for a smarter approach to research utilization, urging insights companies to “reuse, refresh, and enrich (existing studies) instead of replicate synthetic data and personas usage.”
- In this regard, what measures are you applying in your organization?
The environmental impact of global research is a growing concern, with many organizations taking steps to reduce their carbon footprint. Urpi Torrado states, “We aim to minimise physical travel by conducting virtual interviews and online surveys whenever possible, which not only lowers our carbon footprint but also makes participation more convenient.”
Others are taking a more mindful approach to data storage. “We are storing our databases in different academic repositories worldwide,” says Nancy Cordova, V.P. Executive and Projects at CEDATOS, Ecuador, adding that “storage must be optimised to lower down energy consumption.”
Dr. Dirk Aderhold, Managing Director at Produkt + Markt, Germany, also advocates for this digital-first approach: “We make our research work more sustainable by consistently digitizing processes and surveys, reducing resource consumption and enhancing efficiency.” Beyond operational changes, they are also “fostering awareness and commitment across our organisation through targeted training sessions… which have been well attended.”
Innovation is also playing a key role. John Lauring Pedersen, CEO at Opinion, Norway, explains the innovative steps they are taking to make existing data easier to reuse, reducing unnecessary research: “What about talking to our historic data? We are developing a solution where you can upload all your historic data and start talking to it. In that way, we could easily reuse data that is currently hidden in folders around your company.”
For some, sustainability means making tough decisions. Fabian Echegaray, Director at Market Analysis, Brazil, takes a firm stance on sustainability, stating that they actively “overtly avoid bidding for projects that deal with consumption goods or promote lifestyles that instigate negative consequences at the public health or environmental levels.”
- How are you helping your clients to be more sustainable?
Beyond internal initiatives, many experts are actively helping clients adopt more sustainable research strategies through education and collaboration. Fabian Echegaray stresses the importance of tackling issues that often go overlooked, stating that they are “studying truly problematic issues that corporate clients will never put a dollar in. For example, to uncover the extent of greenwashing practices at the checkout line… is essential to be able to claim a sustainable impact or legacy.” However, they recognize that advocating for sustainability requires a collective effort, he adds that they “align with other actors (like specialised media, NGOs, universities, etc.) that could bring attention to problematic performances from corporations.”
Dr. Dirk Aderhold echoes the value of collaboration: “We actively partner with clients to collaboratively achieve sustainability targets and serve as a reliable partner.” By working together, researchers and clients can drive more responsible business practices.
A shift in mindset is also crucial. John Lauring Pedersen urges researchers to reconsider their approach, cautioning against treating new surveys as the default solution: “First of all, by not always suggesting a new survey as the universal solution to all problems, but rather see what other data sources are available.” Supporting this perspective, Nancy Cordova highlights the importance of maximizing existing data, explaining that they actively “suggest and leverage the importance of data repositories to protect data and reduce space and energy.”
- How can WIN help to address this challenge?
As the industry evolves, sustainable research practices are no longer just a consideration – they’re becoming the standard. Nikos Kotoulas highlights the power of collaboration, noting that it “could provide access to data and insights… which can help in specific cases to reduce research design.” By working together, researchers can minimize redundant studies and maximize the value of existing insights.
The WIN network plays a crucial role in this shift, enabling researchers to take meaningful steps toward sustainability. As Dr. Dirk Aderhold explains, the network fosters a “collaborative environment where members exchange best practices… related to sustainability.” Beyond knowledge-sharing, he emphasizes that WIN can “serve as a voice for the market research industry, highlighting the importance of sustainability to stakeholders globally.”
Taking this mission further, Carlos Fowks suggests that WIN could host “workshops related to this issue about sustainability research” for both members and clients – helping to spread best practices and raise awareness of sustainable solutions. Fabian Echegaray reinforces the need for ongoing dialogue, advocating for “a serious and non-occasional debate on these topics to emphasise the industry’s responsibility.”
On a larger scale, WIN is already driving change through the Worldviews Survey, shedding light on critical global issues and tracking progress over time. But there’s room to amplify its impact. Maaike Zijderveld believes that by “improving accessibility of the data,” as is currently being developed, WIN could extend its reach even further – allowing more researchers around the world to leverage these insights and drive meaningful change.
Moving forward
To make research truly sustainable, companies should look to focus on three key areas: efficiency, technology, and education. WIN hopes that discussion and collaborations within the network will help to encourage a culture of sustainability within organisations and amongst clients, ensuring that these efforts are long-lasting and impactful. By embedding these more sustainable principles into everyday research practices, companies can lead the way in creating a more responsible and environmentally conscious insights industry.
What steps is your company taking to make research more sustainable? The conversation continues within our WIN network, and we look forward to seeing more innovative approaches emerge.
Stay tuned for our next edition of Global WINdow.