Over the last 6 months I’ve interviewed 10 insights leaders about the future of our industry. Here’s what stood out:
- Conversational AI is probably the best AI application in insights industry.
- For bad surveys don’t blame surveys as a tool, blame the designer of the survey.
- Bias in LLMs and GenAI is real, and we in the insights industry should pay special attention.
- In the future we’ll spend more time on “applying the insights” and less on “doing the insights.”
- 2025 is the year when we see the highest number of new research tools coming in, with all of them focusing on AI.
- The speed of change with AI in the insights industry is scary and no matter your experience it feels like we are at day one.
- Having insights skills and background can prepare you and give you an advantage when transferring to other roles inside a company.
- With new AI data processing tools we shouldn’t use the saved time to deliver faster deliverables, we should use it for more thinking.
- Panel industry is all one big pool where everyone buys from everyone and it doesn’t matter which panel you use, the data quality process matters.
- “The insights industry screwed up last USA election. Not because we got the polls wrong, but because we got the story wrong. And that’s a huge problem.”
Thank you for amazing discussions: Sam McNerney, Graeme Ford, Lenny Murphy, Edward Zavertyaev, Barbara Schandl, JD Deitch, ⚡️Jake Pryszlak, Karine Pepin, Dan Wasserman, Mario Mucalo.
You can check these interviews on 
Insights Series