What are your plans for 2025? As part of our most recent Q Report survey of client-side Quirk’s readers we asked a variation on that question to get an idea of what respondents saw as happening for themselves and their insights departments in the coming months. The responses highlight a convergence of innovation, efficiency and adaptation to budgetary pressures – pretty similar to responses we’ve received in past years. Apparently, the more things change, the more they stay the same!
The rise of AI
A dominant theme, natch, was the increasing integration of AI into marketing research workflows. Organizations are exploring AI for various applications, including:
Automating research tasks: AI is being leveraged to streamline mundane activities, such as coding open-ended survey responses, data cleaning and report-generation to reduce costs and improve turnaround times.
Enhancing insights: Researchers are deploying generative AI tools to analyze complex data sets, uncover deeper insights and even generate synthetic data to fill gaps in existing research.
Scalability and efficiency: Companies are turning to AI to "do more with less," a necessity in an era of tight budgets. Whether through AI-powered analysis or agile platforms, efficiency is and probably always will be a key focus.
Budget constraints and resourcefulness
Economic pressures were a recurring theme, with many organizations facing reduced budgets and limited resources. The following trends reflect how companies are adapting:
DIY: Many mentioned conducting research in-house to save costs. This trend includes using DIY platforms and leveraging existing internal resources rather than outsourcing to full-service agencies.
Selective spending: Organizations are becoming more strategic with their research investments, prioritizing foundational studies and recurring programs like brand tracking while cutting back on ad-hoc projects.
Vendor reevaluation: Many are reassessing their partnerships with research vendors, seeking cost-effective solutions that better align with budgets.
The need for speed and agility
Organizations also cited a drive for agility in their research processes. Respondents highlighted:
Faster turnaround times: Speed remains a critical factor in decision-making, prompting the adoption of agile research methods and real-time data analysis.
Hybrid approaches: Companies are blending traditional and newer methods, such as combining survey research with behavioral analytics or integrating primary and secondary data sources.
Streamlined processes: Simplification and centralization were key themes, with many respondents mentioning efforts to create cohesive insights teams or implement centralized research models.
The growing role of technology
Beyond AI, technology is reshaping how organizations conduct and manage research. Key developments include:
Knowledge management: Companies are implementing systems to store and share research findings more efficiently, reducing redundancy and ensuring insights are accessible across teams.
Upgrade those tools: Many organizations are exploring or adopting new platforms for data collection, analysis and reporting, often incorporating features like social listening and real-time dashboards.
Data integration: There’s a continued focus on integrating diverse data sources – both structured and unstructured – into cohesive systems that enable more comprehensive analysis.
Shifts in structures and strategies
Changes within organizations are also driving shifts in marketing research. Highlights include:
Team restructuring: Some companies are decentralizing research functions, pushing research responsibilities into other departments like marketing or operations.
Interdisciplinary collaboration: The integration of research with creative, strategic or data science teams seems to be on many readers’ agendas, reflecting a desire for more holistic decision-making.
C-suite alignment: Several respondents noted an increased focus on aligning research efforts with strategic goals and ensuring findings influence high-level decisions.
Goal remains the same
The responses to our Q Report question show that researchers have a lot on their plates. From the rise of AI to the ever-present pressures of tight budgets and data quality, organizations are rethinking how they approach the insights process and are asking research functions to balance innovation, efficiency and customer focus. While the factors change from year to year, the overarching goal remains the same: delivering high-quality, actionable insights to drive business success.