As we look toward the future of market research, it's clear that we are at a pivotal moment in the industry. At the MRS Annual Conference 2025, experts from diverse sectors gathered to discuss the transformative role that research plays in shaping the future. The conference was packed with thought-provoking insights and practical strategies that are helping brands, businesses, and governments navigate complexity in an increasingly volatile world. Let’s reflect on some of the most significant takeaways from the event and explore how these ideas are shaping the future of market research.
The Changing Landscape of Trust and Power
One of the most striking points discussed was the shift in global trust dynamics, as outlined by Dex Hunter-Torricke. He highlighted a concerning global trend: 50% of nations are no longer classified as ‘free’. This erosion of democracy is having a profound impact on how individuals and organizations interact with their environments. In the UK, for example, the trust in businesses (50%) far surpasses the trust in government (31%).
This shift in trust is reshaping the way companies approach market research. The traditional relationship between organisations and consumers is evolving, and businesses are now expected to take on a more active role in shaping societal outcomes. Researchers must consider this new reality and find ways to provide insights that not only meet business needs but also address societal concerns. Understanding this new context is critical for future-proofing brands and ensuring their relevance in a rapidly changing world.
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| The relationship between businesses and consumers is evolving - businesses now take on a more active role in shaping societal outcomes. |
The Intelligence Revolution: AI’s Role in Market Research
Another key theme of the conference was the rise of artificial intelligence (AI) and its potential to revolutionize market research. AI systems are already outperforming human coders, and its impact on industries like market research cannot be overstated. As Hunter-Torricke noted, AI has the potential to accelerate progress at an unprecedented rate—what would take 200 years of human advancement could be achieved in just two years.
For market researchers, this means that traditional methods of data collection and analysis will soon be augmented or even replaced by AI-driven tools that can process vast amounts of information at lightning speed. The challenge, however, will be in adapting to these changes and ensuring that human insights remain at the core of decision-making. AI tools may be able to analyze data and identify trends, but it is human intuition and creativity that will guide how that data is interpreted and used.
To prepare for this future, researchers are encouraged to take AI seriously and create a personal disruption strategy. Embracing AI tools is easy, but truly understanding their potential and limitations is far more challenging. Researchers must find a balance between leveraging AI’s capabilities and ensuring that they remain the ultimate arbiters of quality, ethics, and insight.
The Impact of Misinformation: Navigating a Distrustful Landscape
In a world increasingly filled with misinformation, Crawford Hollingworth’s insights about the spread of falsehoods were particularly timely. Falsehoods are 70% more likely to be shared than truths, and in today’s media landscape, misinformation is rampant. This poses a unique challenge for market researchers who rely on accurate, reliable data to provide actionable insights.
Hollingworth also emphasized the role of emotions in shaping beliefs, stating that facts have nothing on feelings. People are far more likely to believe information that aligns with their emotions or the answers they are looking for, even if that information is false. This underscores the importance of emotional intelligence in market research—brands must understand the emotional drivers behind consumer behaviour if they are to craft effective, meaningful campaigns.
Moreover, as social media continues to polarize opinions and widen political and social divides, market researchers will need to develop strategies to ensure that the data they collect is representative and unbiased. Encouraging media literacy and fostering deeper, more meaningful face-to-face interactions will be key to combating misinformation and building trust with consumers.
Emotional Engagement: The Future of Consumer Relationships
The TUI case study presented during the conference highlighted the growing importance of emotional engagement in building customer value. TUI’s use of performance marketing metrics, combined with emotional insight, led to impressive post-Christmas sales results. By tapping into customers’ emotional triggers, TUI was able to craft a message that resonated deeply, leading to a highly successful booking period.
This example serves as a powerful reminder of how feelings and emotional connections are becoming central to the future of market research. Consumers are no longer just looking for products or services; they are seeking brands that understand and connect with them on a deeper, emotional level. As researchers, our role is to help businesses identify these emotional triggers and use them to build lasting, authentic relationships with consumers.
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| The MRS Annual Conference 2025 was a powerful reminder of how much is changing in the world of market research - insight experts need to balance tech with humanity and data with emotion. |
Reimagining the Role of the Market Researcher
The future of market research will require a shift in mindset. As Hunter-Torricke and Hollingworth both emphasized, researchers must become more agile, more attuned to emotional insights, and more willing to embrace new technologies like AI. Traditional research methodologies will still play a role, but they will need to evolve to keep pace with changing consumer behaviours, technological advancements, and societal shifts.
The key to success in this new landscape will be creativity and adaptability. Researchers will need to move beyond simply collecting data and instead focus on interpreting it in ways that offer actionable insights for businesses and organizations. This will involve integrating new tools, methodologies, and perspectives to ensure that the research process remains relevant and impactful.
A Future Fuelled by Curiosity and Innovation
The MRS Annual Conference 2025 was a powerful reminder of how much is changing in the world of market research. As businesses and researchers adapt to a rapidly evolving landscape, they must remain curious, open-minded, and willing to embrace the opportunities that AI, emotional intelligence, and new technologies provide. The future of market research is not just about gathering data—it’s about understanding human emotions, navigating complex societal issues, and shaping the future of industries.
To stay ahead of the curve, market researchers will need to balance technology with humanity, data with emotion, and traditional methods with innovative thinking. The road ahead is challenging, but it is also filled with unprecedented opportunities for those willing to embrace the future and shape it with purpose and passion.
