We’re back with another edition of Global WINdow, where we explore the pressing questions shaping the insights industry. In this fifth edition, we dive into changing client expectations, with expert perspectives from our global WIN members, this time from Vietnam, Peru, Spain, Netherlands, Germany, Australia, and Mexico.
As the research landscape evolves at speed, so too do the demands placed on agencies. Clients are seeking more than just reliable data; they want faster turnarounds, deeper interpretation, and clear evidence of business impact, often under tighter budgets and higher scrutiny. Our contributors share how these shifts are reshaping their work, the challenges they face, and the strategies they use to stay ahead and thrive.
- How have your clients’ needs and expectations shifted in the last few years?
From the demand for faster turnarounds, to a push for richer and more accessible outputs, such as dashboards and in-depth interpretation for non-data-savvy team members, WIN members agree: yesterday’s best is today’s baseline.
Estefania Clavero Lopez, Senior Partner at Instituto DYM in Spain, explains that while clients still expect to turn data into smarter decisions, they now want it faster and on tighter budgets. “So, the challenge is clear: deliver quality, be quick, and make every euro count.”
Sally Joubert, CEO of Luma Research in Australia, sees the same pressure, noting that clients are now expected to “prove the ROI of everything.”
Another clear shift, according to Heiner Junker, Trainer and Facilitator at Produkt + Markt in Germany, is that “clients expect us to inspire, guide and support them as they deal with change and explore new technologies and perspectives.” He attributes this to clients’ growing access to AI models and DIY tools, resulting in “fewer standard tests… and more focus on qualitative research… with complex target groups, deeper analysis and decisions that have a wide impact.”
Maaike Zijderveld, Senior Research and Sample Manager at Motivaction in the Netherlands, has also observed the move toward dashboard-ready data, explaining that “more clients now prefer receiving data files that can be seamlessly integrated into existing dashboards, rather than traditional full reports.”
- What challenges do you face in meeting these new expectations?
While AI and other technological advancements have undoubtedly helped researchers deliver insights more efficiently and cost-effectively, clients often overlook the significant investments in time, money, and labour that make this possible.
For Estefania Clavero Lopez, “the biggest challenge is keeping up with artificial intelligence – staying informed while balancing AI-driven solutions with regulations.”
Heiner Junker adds that training researchers in new technology is also a continuous process… This comes with a price tag.
Urpi Torrado, CEO of Datum International, in Peru, notes that “adopting new technology requires investment” in software, training, and implementation. Yet clients often expect costs to drop, assuming that technology should make everything cheaper. This is a tension that’s particularly sharp in markets “where labour is relatively inexpensive but access to advanced technology can be costly.”
Speed expectations can also compromise quality. Xavier Depouilly, General Manager of Indochina Research in Vietnam, warns that “asking for faster research often leads to quality issues… clients decide on online solutions while compromising the wider representation of the country.”
Some challenges begin before the research even starts. Laura Ruvalcaba, CEO of Brain Research in Mexico, explains that researchers often need to play an educator role for clients, crucially those unfamiliar with research: “The first challenge is to align objectives” so findings can have a real business impact.
- How do you demonstrate your business impact now compared to a few years ago?
At the core, clients still expect agencies to be research experts delivering high-quality data. But as client pressures and market conditions evolve, the way impact is demonstrated has shifted significantly to a more consultative approach.
Heiner Junker puts it best, “It starts in the proposal stage where we advise clients… Clients value our intuition, which comes from industry knowledge and years of research experience.”
For Urpi Torrado, this has clearly changed. She recalls that in the past, “delivering reliable data was enough”, but now “that’s just the starting point”. Today, she says, “It’s about being a thought partner; helping clients not only see what’s happening but also understand why it matters and what they should do next.”
Xavier Depouilly also points to the expansion of researcher roles beyond report delivery: “we support clients more at the post-report phase to discuss solutions around the data, conduct workshops”. Increasingly, research is a collaborative effort – “[we] develop user experience concepts with the clients” he explains, instead of working in separate silos.
In the Netherlands, Maaike Zijderveld highlights the growing importance of guidance, especially as more clients request raw data in dashboard formats. “We frequently engage in short online meetings to assist clients as they navigate their data”.
Finally, Sally Joubert, CEO of Luma Research in Australia, stresses the importance of showcasing expertise beyond individual projects. “We’re constantly reviewing projects and their impact in the market and communicating these, via case studies and thought-leadership pieces.”
- What advice would you give on adapting to these demands?
As client expectations evolve, market researchers must grow alongside them to remain relevant and impactful.
A key piece of advice from multiple WIN members is to “stay curious” and keep learning. Heiner emphasises that while developing skills in tech and AI is vital, success also lies in “facilitation and collaboration… Involve people in co-creating solutions and keep relationships strong. Trust and clarity make a big difference.”
Sally adds that the mindset shift is just as important: “Be flexible!” she advises. Staying ahead of the curve means being ready to adapt at any moment. Urpi echoes this, noting that a collaborative and consultative approach is key. But she cautions against rushing into new tools: “Be selective with technology. Not everything shiny adds value – choose what enhances your team’s capabilities and fits your market reality”.
For Estefania Clavero Lopez, adaptability depends on clients being open to change too: “Innovation only works when clients are willing to evolve with us.”
This is why clear communication is so crucial, even before research starts. Laura Ruvalcaba stresses the importance of truly understanding client needs: “Get deeper in understanding first what the client needs. Stay close to them.” Maaike Zijderveld agrees, highlighting the importance of transparency, particularly when clients want to analyse raw data themselves: “By being transparent about any challenges or uncertainties they encounter, clients can tap into our expertise to ensure accurate analysis”.
And while new technologies and expectations will continue to emerge, Xavier Depouilly offers a final reminder: “Keep the quality and do not compromise on what is unfeasible!”
Moving forward
As the insights industry continues to transform, one truth stands out: client expectations will only keep rising. From tighter timelines and ROI pressure to the demand for richer, more consultative partnerships, researchers must adapt without losing sight of the fundamentals: quality, trust, and impact.
The voices across this edition of Global WINdow show that success lies in curiosity, flexibility, and collaboration, both with clients and within our own teams.
By blending expertise with fearless adaptability, researchers are flying over new hurdles, actively shaping the industry’s next chapter as real partners and consultants and we can’t wait to see how these transitions break new ground in the industry of tomorrow.