The State of Insight 2025
The State of Play in the Insight Industry: A Call for Change
Overview
The insight industry stands at a crossroads. Once driven by the pursuit of genuine understanding and actionable knowledge, it now finds itself grappling with a host of challenges that threaten the very quality of the work it produces. As someone deeply involved in this space, I believe it’s time to take a hard look at where we are and what needs to change.
The Quality Crisis in Online Surveys
Online surveys have become a staple of market research, but their widespread use has exposed a fundamental flaw: poor-quality samples. Many survey respondents are members of multiple panels, leading to overexposure and diminished reliability. Worse still, we see the rise of "Walter Mitty" respondents—individuals who fabricate answers, either for monetary reward or to pass the time. This behaviour distorts results and undermines the trustworthiness of the data we collect.
The current model for online surveys is unsustainable. A fundamental rethink is needed, starting with how we source respondents and verify the authenticity of their contributions.
Technology can play a role, but no amount of machine learning can replace rigorous validation processes or a commitment to high-quality sampling.
The Over-Reliance on AI
Artificial Intelligence has brought remarkable efficiencies to data collection and analysis, but its limitations are glaringly apparent. While tools like ChatGPT can help speed up analysis, they fall short when it comes to understanding the ‘why’ behind the data. AI cannot yet relate insights to real-world business situations or provide the nuanced interpretations that come from human expertise.
Humans remain essential to the process of generating insight. They bring context, critical thinking, and the ability to probe deeper into anomalies and patterns. AI should be a tool to enhance our work, not a crutch that replaces it. As an industry, we must resist the temptation to hand over too much to the algorithms and ensure that human judgment remains at the centre of our practice.
Synthetic Data: A Mixed Blessing
Synthetic data is a divisive topic. On one hand, it’s essentially fabricated information and risks amplifying underrepresentation of certain demographics. On the other, imputing data to cover gaps is not a new concept; researchers have been doing this for years in more manual ways.
The real question is how we use synthetic data responsibly. It should complement, not replace, real-world data collection and must be deployed with an acute awareness of its limitations. Synthetic data has potential, but it must be handled with care to avoid introducing further biases into our insights.
DIY Survey Platforms: Undermining Expertise
DIY survey platforms have been heralded as a way to democratise research, but in reality, they have legitimised poor-quality practices. These platforms allow anyone to design and launch surveys, regardless of their expertise. The result? Poorly designed studies, biased questions and low-quality data that do more harm than good.
The proliferation of DIY platforms undermines the value of professional researchers and risks normalising mediocrity in insight generation. Expertise matters, and when it is sidelined, businesses suffer from insights that lack depth, accuracy and relevance.
The Decline of Senior Expertise
The rush to cut costs has led to a worrying trend: the loss of senior expertise from both agencies and brands. Experienced professionals are being replaced by junior staff who, while capable, often lack the depth of knowledge required to interpret complex data and translate it into actionable insights.
This cost-cutting approach is shortsighted. Insight is only valuable when it’s paired with strategic thinking and business acumen—qualities that come with experience. Agencies and brands must recognise that investing in senior expertise is not a luxury but a necessity.
What Else Needs Addressing?
Beyond these core issues, there are three other challenges that deserve attention:
- The Lack of Standards for Emerging Methods: As new technologies and methodologies emerge, the industry has struggled to establish clear standards and best practices. This lack of consistency undermines trust and comparability.
- Data Privacy and Ethical Concerns: With increasing scrutiny on data usage, the industry must prioritise ethical practices and transparency. This is not just a compliance issue but a matter of maintaining public trust.
- The Pressure for Instant Results: Businesses are increasingly demanding quick-turnaround insights, often at the expense of depth and accuracy. The industry must push back against this trend and advocate for the value of thorough, thoughtful research.
A Way Forward
The insight industry must take a stand. We need to:
- Reassess the role of online surveys and prioritise sample quality.
- Use AI as a supporting tool, not a replacement for human expertise.
- Develop ethical frameworks for synthetic data.
- Reassert the importance of professional researchers and senior expertise.
By addressing these issues head-on, we can ensure that our industry remains relevant, trustworthy, and capable of delivering insights that truly drive business success.
The stakes are too high not to.
