10 Insight Leaders. 6 months. Here’s what’s shaping the future of our industry

Published
April 25, 2025
Tags
Peekator Industry Views
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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 SeriesInsights Series