By Brent Snider, Behaviorally
This year’s conferences, especially the Quirk’s Events, brought together market research professionals, innovators and brand leaders to explore the latest insights and methodologies shaping the industry. Spanning diverse sessions and conversations, key trends emerged from each event, underscoring the evolving role of AI, the importance of empathy-driven research and the integration of strategic brand assets for growth.
Here’s an overview of the major insights from these transformative events this past year:
AI’s expanding role + robust behavioral databases
At the Quirk’s Dallas event held in February 2024, some sessions focused on the exploration of AI and the impact it will have on market research in the future. One of the most significant takeaways was the widespread adoption of AI in research methodologies. Companies are embracing AI to accelerate the research process and create efficiencies, but as many speakers highlighted, the success of AI is contingent on robust databases. AI, while powerful, requires high-quality data to enhance predictive models and drive more actionable insights.
Another critical theme that emerged was the need for building long-term partnerships. Rather than acting solely as suppliers, research partners are increasingly seen as integral extensions of client brand teams. Companies that position themselves as trusted partners, offering seamless collaboration, not only streamline processes but also help clients drive sustained growth through better predictive models of consumer behavior and sales.
Another standout session from Dallas was Frito-Lay’s panel discussion on leveraging distinctive brand assets, like the iconic orange dust on Cheetos, to build brand equity. By staying true to its core elements, Frito-Lay expanded into new product lines such as Cheetos popcorn, showing how brands can innovate while staying grounded in their identity to appeal to a wider audience and consumer group.
Uncovering emotional drivers
The Quirk’s Chicago event held in March 2024 provided rich insights into shopper research, with sessions exploring the role of emotions in driving consumer behavior. Metaphor elicitation was a notable highlight, offering brands a way to delve deep into the subconscious emotional associations consumers have with products. By analyzing imagery tied to these emotions, brands can highlight key drivers of purchase decisions, ultimately crafting marketing strategies that resonate on a deeper level and better predict transactions at shelf.
Campaign creation and optimization were also key points of discussion. Attendees explored various methods to test campaigns, including storyboard testing and message testing for headlines. The importance of clearly understanding target personas before launching a campaign was reinforced.
A session on “doing more with less” offered practical strategies for optimizing research resources, emphasizing the value of prioritization and leveraging existing consumer insights. In today's fast-paced market, this mind-set helps brands stay efficient while maintaining a high standard of insight delivery to push for better outcomes.
AI, social listening and a shift toward proactive research
The Quirk’s Event in New York held in July 2024 further highlighted the transformative role of AI and technology in consumer insights. AI's presence in both quantitative and qualitative research was profound, with speakers emphasizing how AI accelerates innovation through "fail fast and early" approaches. Brands like PepsiCo and Coty illustrated how they’re using AI to quickly iterate ideas, fostering more effective, agile product development cycles.
A powerful example of AI’s impact came from Behaviorally and Soupergirl as they demonstrated the use of Pack.AI™ to revolutionize packaging insights. By leveraging AI, they were able to enhance Soupergirl’s packaging earlier in the process, improving shelf standout and brand equity.
The role of AI in qualitative research was also explored, with brands like Coca-Cola and Gallo utilizing AI to moderate real-time interviews, effectively tailoring the respondent experience. Behaviorally’s AI-powered platform, GLADYS, aligns with this trend by facilitating real-time, behavioral driven insights, providing clients with faster and more accurate qualitative data directly after qualitative sessions and research.
Social listening also emerged as a key trend, with brands like Mondelez using real-time consumer data to influence product launches. The case of Kraft Heinz’s viral "Ketchup and Seemingly Ranch" product launch was a prime example of how swiftly brands can respond to consumer sentiment when equipped with the right tools.
Bridging insights
A common thread across all three conferences was the emphasis on bridging the gap when it comes to insights. Understanding the holistic journey, from initial awareness through to the moment of purchase, helps brands develop more human-centric strategies. By focusing on real-time, contextual insights – whether from in-the-moment consumer research or shopper insights in the field – brands can better align their strategies with actual consumer behavior, leading to more meaningful connections and consistent stronger business results.
At Behaviorally, we are committed to helping our clients navigate these trends through AI-driven, consumer-first solutions. Our integrated approach leverages a massive behavioral database, cutting-edge AI and qualitative insight and expertise to help brands stay competitive and drive more purchase transactions in an increasingly complex market.
Reshaping the marketing research industry
This year’s conferences and trends illuminated the future of consumer insights, revealing how AI, empathy-driven research, and proactive strategies are reshaping the industry. As we continue to evolve, the key to success lies in integrating these insights into actionable, data-backed strategies that not only resonate with consumers but also deliver tangible business results.
To learn more about how Behaviorally can help your brand stay ahead, contact us today and discover how our AI-powered solutions can elevate your research and marketing efforts.
About the author
Brent Snider is the managing director of global business development for Behaviorally, driving new vertical growth within health and well-being, technology, retail and alcohol vertical spaces and the larger commercial expansion efforts. He previously held global commercial roles at leading behavioral science led research companies. Across his more than 20 years of experience in market research, Snider remains passionate about putting behavioral science into practice, more accurately predicting business outcomes for clients and increasing speed and accuracy through tech enabled platforms + AI for better business outcomes.