1. AI is Reshaping Market Research – But Not Replacing Human Insight
Artificial intelligence took center stage as a catalyst for faster, smarter research. Across multiple sessions, presenters demonstrated how AI is being used to automate time-consuming tasks, enhance data analysis, and surface insights at scale. The promise of quicker turnaround times and more actionable findings has many researchers excited about the possibilities AI brings to the table.
However, the message wasn’t full automation. In the session, “The End of Traditional Insights? How AI is Changing Everything,” the presenters made a compelling case for the irreplaceable role of human observation. One example illustrated how AI can miss emotional nuances, such as a mother’s tearful reaction to the deeper meaning of providing for her children. Another showed how AI overlooked the impact of a surprising product benefit: milk providing 30% more hydration than water. These cases underscored a vital truth: while AI can process information rapidly, it often struggles to interpret the emotional nuances that truly resonate with people. Human empathy remains essential in turning data into stories that matter.
2. Empathy is the New Engagement Strategy
Building deeper consumer connections was a recurring theme throughout the conference. With audiences becoming more discerning and complex, researchers are focusing on methods that uncover not just what people do, but why they do it. Sessions highlighted how empathy-driven strategies – like building long-term consumer panels and using AI-moderated qualitative tools – are helping brands understand the motivations, fears, and values that drive behavior.
This approach was reflected in discussions around personalized research design and moderated feedback sessions. By listening more deeply and designing research experiences that prioritize the participant, brands are finding better ways to engage their audience. The integration of AI into this process adds scalability, but empathy is still the compass guiding the most meaningful insights. Behaviorally’s own tools, such as GLADYS, leverage this blend – using AI to rapidly surface key behavioral themes while maintaining a human-centered approach. The result is a more authentic, efficient path to insights that fuel brand growth.
3. Agility is a Competitive Advantage
Agility was another standout topic, especially as brands seek to navigate fast-moving markets and shifting consumer expectations. Presenters emphasized the importance of adaptive research methods that support iterative learning, real-time feedback, and rapid decision-making. With the pace of change accelerating, traditional research timelines often feel outdated – especially when insights are needed yesterday.
The session, “Unveiling the Client Side of Market Research,” explored how researchers can meet this need by working more collaboratively with clients. It stressed the importance of bringing a strong point of view, aligning early on business priorities, and recruiting participants that truly reflect the audience in question. When these pieces are in place, research becomes not just faster, but more strategic. Agility isn’t about cutting corners – it’s about designing smarter, more flexible processes that respond to business realities without sacrificing depth.
4. Data Quality is Under the Microscope
Beyond fraud prevention, the conversations also emphasized participant engagement as a key to data integrity. Making research experiences more intuitive, rewarding, and human-centered was shown to improve both the quality and reliability of responses. Ultimately, protecting data quality isn’t just about security – it’s about creating better systems and experiences for the people providing the insights.
5. Consumer Behavior is More Nuanced Than Ever
Understanding what drives today’s consumers is becoming increasingly complex – and increasingly vital. Multiple sessions dove into advanced methods for decoding behavior, including emotion tracking, sensory lexicons, and segmentation techniques that dig beneath surface-level preferences. “Decoding Taste: How Sensory Lexicons Drive Alignment and Innovation,” offered a particularly engaging example, where teams used structured language tools – like a “Strawberry Lexicon Wheel” – to align on product experience and streamline innovation.
In another session, “The Psychology of Gen Z’s Historical Nostalgia: What Brands Need to Know,” presenters explored how younger consumers are tapping into cultural memory to define their identities. From 90s fashion to vintage music, Gen Z is repurposing the past as a tool for self-expression and social signaling. Brands looking to connect with this generation need to move beyond retro aesthetics and engage with nostalgia as a deeper psychological driver. This kind of insight opens the door to more meaningful, culturally fluent messaging.
Final Thoughts
Quirk’s Chicago 2025 highlighted a market research industry in transition – leaning into AI but holding tight to the human touch. The event made it clear that the future of insights lies in the fusion of technology and empathy, agility and rigor, data and story. Whether it's tapping into TikTok-fueled purchasing behavior or decoding the emotional impact of a product, the ultimate goal remains the same: understanding people better. And in a world where change is constant, that understanding has never been more valuable.
Want to learn how your brand can turn consumer behavior into actionable insights? Contact us today!
THE AUTHOR
Outside of work, Erin loves chasing adrenaline-fueled adventures while traveling, diving into a good book, and refining her photography skills.