The Insights Association Corporate Researchers Conference (IA CRC) 2024 in New York City brought together industry leaders, researchers, and innovators to explore the future of market research and consumer insights. Across three days of dynamic presentations and discussions, several key themes emerged that are shaping the industry’s evolution.
The Art of Storytelling in a Data-Driven World
One of the most compelling messages from the conference was the importance of storytelling in conveying insights effectively. As Vashte Johnson emphasized, simplifying complex data into a cohesive narrative using visual aids and straightforward headlines can help clients easily grasp the key message.
Anthony “Tas” Tasgal’s perspective is that while data provides the foundation, stories are what make the information relatable and memorable. He warned against the dominance of what he termed "arithmocracy," where an overreliance on numbers can make communications dry and uninspiring. Instead, blending data with narratives that evoke emotions and humanize the insights can drive greater impact and action.
Nikkia Reveillac’s session further reinforced this by advocating for a balance between analytical rigor (left-brain thinking) and creativity (right-brain thinking). Professionals in the insights field need to integrate both sides to not just report numbers but to craft meaningful stories that inspire strategic decisions.
Headline? Put things like the methodology and N = information in the back of the deck. Start with the problem that needs to be solved, and convey what the learnings are in a compelling, simple way. Try and keep it to three main takeaways. All the “arithmocracy” stuff can go at the end. Really.
Leveraging AI and Agile Methodologies for Real-Time Insights
The conference showcased how technology, particularly AI and agile research methodologies, is transforming the industry. Agile research platforms were highlighted for their ability to deliver rapid insights, crucial for businesses needing to respond quickly to market changes.
MARS Petcare’s use of AI-driven trend intelligence to anticipate consumer needs in the pet care industry exemplifies how technology can guide product innovation and strategic planning. Similarly, AI’s application in conjoint analysis allows for more accurate predictions of consumer preferences, offering companies a powerful tool for optimizing product features and making informed decisions.
Key Point: There’s broad agreement that human insight remains indispensable to contextualize AI-driven data, highlighting the need for a balanced approach where technology and human expertise complement each other.
Human-Centered Leadership and Business Practices
Eric Solomon’s call for a shift from “more” to “better” encapsulated a broader theme of the conference: the need for businesses to prioritize human-centric values over mere data accumulation. His vision of a "Human OS" advocates for systems that align internal values with external actions, promoting authenticity, empathy, and purpose. This approach, he argued, is crucial for building meaningful relationships with employees, customers, and stakeholders.
This human-centric perspective extends to leadership within organizations, where emotional intelligence, creativity, and empathy are increasingly seen as critical to success. In a world where data is abundant, the ability to connect on a human level can differentiate businesses and foster more sustainable growth.
The Future of Market Research: Collaboration and Adaptability
The closing sessions, featuring CEOs from some of the largest market research companies in the U.S., emphasized the industry's need to evolve through greater collaboration and adaptability. With tighter budgets and ongoing reorganization on both the client and supplier sides, the traditional model of “client brief to agency, agency does work, then delivers needed answers,” is being replaced by a more iterative, partnership-driven approach. Insights teams are shrinking, and clients are looking for partners who can work alongside them, integrating seamlessly into their decision-making processes.
While AI and technology are crucial to the future of research, the consensus was clear: These tools serve as powerful enablers, not replacements. Human intervention, creativity, and context are still essential for transforming data into actionable insights that drive real business impact.
It’s worth mentioning that this is where Behaviorally’s AI-powered solutions truly shine. Our tech-enabled products, combined with the world’s largest database of behavioral consumer pack design metrics, deliver scalable, real-time data analysis, enabling researchers to focus on strategic narratives and nuanced storytelling. By seamlessly blending advanced AI with our human expertise, we help our clients bridge the gap between data and action, ensuring that insights are not only precise but also resonate deeply with the audiences that matter most.
Conclusion
This year’s IA CRC showcased a vibrant, evolving field where storytelling, technology, and human-centric values are intersecting to redefine market research. As the industry continues to adapt, these key themes will guide professionals in creating more meaningful, impactful insights that resonate with both clients and consumers.
Contact us today to learn more about how our tech-enabled product stack and human expertise can help you own the most valuable moment in marketing: the purchase transaction.
THE AUTHOR
Peter Cloutier is Director of Growth & Commercial Strategy at Behaviorally, helping to bring marketers the solutions they need to grow conversion to purchase, both in-store and online. Peter brings decades of experience in uncovering actionable consumer and shopper insights, with prior leadership roles at firms including ChaseDesign, Epsilon’s Commerce Agency, Catapult Marketing, and Ogilvy & Mather.
