Reflections for Success in 2025

Below are five key themes that emerged from the event with reflections on drivers of future success. Find out which sessions resonated with our team, and what promises to shape the future of insights and marketing:

TMRE 2024 Key Theme #1

Consumer-Centricity as the Cornerstone of Success

Consumer-centricity took center stage at TMRE 2024 starting with the first keynote speaker, Kirti Singh of Procter & Gamble. Kirti highlighted P&G’s century-long commitment to understanding consumers and how crucial it is for insights professionals to get as close to consumers’ lived experiences as they can.

Warner Bros. Discovery talked about developing their “A-List” insight community to be a fun, relevant, and helpful source of immediate consumer feedback, emphasizing the importance of conducting research in consumer-friendly formats.

Sabrina Lakhani, formerly of Frontier Communications, underscored the value of addressing customer frustrations and building trust to enhance loyalty. Empathy and direct engagement with consumers were common threads, illustrating how insights professionals can bridge the gap between customer needs and business goals.

Reflections for Future Success

As consumer expectations evolve, how can insights professionals integrate deeper emotional understanding into their methodologies? Could empathy-driven strategies redefine brand loyalty in an increasingly competitive landscape?

TMRE 2024 Key Theme #2

AI and Technology Revolutionizing Insights

AI and technology continue to be prominent topics as they alter the insights landscape. Several AI case studies were explored, including scalable personalization of research, AI-moderated interviews, and AI-driven predictive modeling and sentiment analysis, were also explored.

Burke’s own Kendall Nash and Mike Deinlein also spoke on AI; Kendall walked through a framework for what success might look like for AI-moderated qualitative research, while Mike discussed his work with Microsoft on using AI to develop pricing strategies.

These technologies offer opportunities to uncover insights more efficiently, allowing insights teams to focus on strategic decision-making rather than operational challenges.

Reflections for Future Success

With AI becoming a cornerstone of insights, how can we ensure its ethical use and maintain the human touch in understanding nuanced consumer behavior? Are there areas where AI may fall short, requiring a hybrid approach?

TMRE 2024 Key Theme #3

Agility in a Rapidly Changing World

Agility emerged as a key capability for insights teams navigating fast-changing consumer behaviors. Speakers discussed how agile insights are reshaping industries by enabling teams to adapt quickly to new trends and external influences. Warner Bros. Discovery shared their success with a mobile-first, agile research approach that informed quick pivots during the launch of “The Batman.”

From pharmaceuticals to consumer goods, agility was highlighted as essential for staying relevant. The ability to make rapid, data-informed decisions has become a competitive advantage in today’s fast-paced market environment.

Reflections for Future Success

As agility becomes a must-have skill, how can organizations balance the need for speed with maintaining data quality and integrity? What innovations in agile research could emerge to address these challenges?

TMRE 2024 Key Theme #4

Behavioral Science for Deeper Connections

Behavioral science took the spotlight as a powerful tool for understanding subconscious consumer drivers. Coca-Cola’s Clodagh Forde shared insights on emotional motivators and barriers uncovered through their brain perception research. Laura McCoy of ResMed discussed how emotional inquiry studies have informed product innovations by addressing subconscious beliefs and barriers to therapy adherence.

Sessions highlighted the importance of non-conscious factors in shaping consumer decisions. By integrating behavioral science, brands can craft more resonant messaging and strategies that truly connect with their audiences on a deeper level.

Reflections for Future Success

With the growing application of behavioral science, how can insights teams scale these methodologies while preserving their depth and precision?

TMRE 2024 Key Theme #5

Adapting to Generational and Cultural Shifts

Understanding generational and cultural trends was a recurring theme. Aarti Bhaskaran of Snap Inc. explored Gen Z’s values, such as authenticity, inclusion, and seamless shopping experiences. These young consumers are embracing technologies like augmented reality and social commerce while expecting brands to align with their values.

Verizon’s “life-centric” research approach emphasized the importance of year-round consumer understanding to tailor marketing strategies. Insights professionals were encouraged to think beyond traditional moments and adapt to the nuanced preferences across cultural and generational groups.

Reflections for Future Success

As generational and cultural shifts continue to shape the market, how can brands maintain authenticity without alienating other segments? What role will real-time insights play in staying ahead of these trends?

Final Takeaways for Insights Professionals

TMRE 2024 highlighted how the insights and marketing landscape is evolving, challenging professionals to embrace emerging methodologies and technologies. Whether your focus is on consumer behavior, strategic agility, or leveraging AI, these themes can serve as a roadmap for future success.

By integrating deeper emotional understanding, ensuring ethical use of AI, balancing agility with data integrity, scaling behavioral science methodologies, and adapting to generational and cultural shifts, insights professionals can stay ahead of the curve and drive meaningful impact. Reflect on these themes and consider how they can be applied to your strategies. Embrace the changes and innovations discussed to ensure your organization remains competitive and consumer-centric in an ever-evolving market landscape.

What’s your take?

How do these insights resonate with your strategies and themes you’re exploring for the future? Let’s Collaborate; reach out to us to explore how we can support your 2025 strategy and planning. Together, we can navigate the evolving insights and marketing landscape to drive success.

Interested in reading more? Check out Jeremy’s other articles:

Top Takeaways From IA CRC 2024

How to Maximize the Benefits and Avoid the Pitfalls of Corporate Advocacy

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