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1、fivetrends forHow the market research industry will evolve across the year2025But AI isnt the only mover and shaker for 2025,as synthetic data,ethnography,and social intelligence wrestle for your attention.Picture this:Its 2025.Youre logging on for your insight manager job.Your AI assistant is givin

2、g you a briefing on your schedule for the day,the results of the project launched the week prior,and a lowdown on industry trends-basically everything but brewing your coffee for you.This futuristic vision of work is now a reality,and as we head into another year defined by rapidly changing landscap

3、es,the smart researcher will employ smart tools,too.Ready to step into 2025?Lets dive into the 5 trends that are shaping tomorrows insights.01AIMeet your new teammate1.KEEPING IT BRIEFIn a world where markets turn on a dime and consumer sentiment swings back and forth with little warning,its our job

4、 to shorten the interval between our clients asking a question and our finding an answer for it.The old means of accessing insights,such as focus groups,laborious survey writing,and sifting through masses of raw data are no longer going to cut it.BulbshareAI is opening the doors to a future of rapid

5、 In 2025,AI isnt the intern anymore-its your right-hand assistant.Having passed its probation in 2024,its now a fully fledged research assistant,an extension of your team.In fact,over of insight teams have already begun using AI for insights-related tasks.Insight Platforms.project launches,cost and

6、time-efficient research,and insight at your fingertips in minutes.By harnessing OpenAI tech and a partnership with Microsoft,Bulbshare has created a fast track to insight.Rather than manually creating a survey brief,which involves writing questions,sourcing images and designing questionnaires,client

7、s can just punch in a prompt for their survey and watch as the programme constructed the whole research enquiry.2.DEEP DIVING INTO DATAIn the early days of market research,there was little data.It was gathered through surveys and questionnaires then manually entered into a spreadsheet.In the informa

8、tion age,data started expanding at a dizzying rate.The new challenge isnt creating or finding data,its managing a profusion of it.In recent years,weve seen clients wrestle with several fundamental problems to do with the information they own.Firstly,data in multinational companies is often stored on

9、 servers in separate corners of the world,and only regional staff have access to it.Secondly,weve seen clients commission research into things they have already investigated,which means doubling up on data(and costs!).BulbshareAI offers a solutionto all these fumbles with one convenient data warehou

10、se equipped with a natural language,conversational interface which is easy to use.Users can type any burning question they have then be served with relevant report findings-be it verbatims,stats,videos,reports,or external sources.of marketeers said AI is not being used in their department.Future of

11、Marketing believe AI will take over data analysis within the next ten years.Business Dasher3.RICH MEDIA DESERVES RICH INSIGHTIf pictures speak a thousand words,then video speaks a million.In a world dizzy with social media,where consumers are more comfortable on camera than ever,and where video domi

12、nates the web,research is also shifting to champion everything from digital IDIs to voxpops to video diaries to in-store walk throughs.But as insights take on a new form,researchers are met with the challenges of sifting through hours of video content,searching amongst numerous videos for key themes

13、 or golden nuggets.Its a laborious task-or at least it was.Now,with BulbshareAI,you can group and analyse consumer videos for insights in no time.Whether its for transcription,translation,or sentiment analysis,Bulbshares video analysis tool uses AI to do the heavy lifting on video analysis.of insigh

14、t teams believe AI will make them more productive by saving time on a wide range of research and analysis tasks.Insight Platforms of business stakeholders predict that AI will increase demand for research and insights Insight Platforms of researchers fear for their job safety in the wake of AI.Futur

15、e of Marketing When comparing data analytics skills,63%said AI performs better,22%said marketers perform better,and 15%said about the same.Future of Marketing Discover BulbshareAI via this quick video!80%74%63%6%27%02Synthetic data Digital twins for niche audiencesEver tried to recruit skydiving gra

16、ndmothers for a focus group?No?Well,if you did,synthetic data could be your best friend.By simulating behaviors and preferences through AI personas and digital twins,synthetic data unlocks insights where traditional methods fall short.Mitigating privacy and compliance concerns Data has become the wo

17、rlds most valuable currency.Brands are more information-hungry than ever,yet facing increasingly labyrinthine regulations around sourcing and using data.But a solution is emerging.Gartner suggests that 70%of data used to train models will be synthetic before the end of the decade.By creating anonymi

18、zed,AI-generated datasets,brands can train their models without compromising consumer privacy.#1Speed and agilitySynthetic data operates on warp speed.Forget waiting weeks for participant recruitment or data collection;digital twins can be generated and analyzed in a fraction of the time.This makes

19、synthetic data a game-changer in todays fast-paced markets,where timelines are tight,and businesses demand insights yesterday.#3Recruiting niche audiences When traditional recruitment fails-say,for a study on vegan CEOs in their 70s-synthetic data steps up.By modeling behaviors and profiles that are

20、 challenging to recruit in real life,researchers can fill in the gaps without compromising on depth or variety.With digital twins to bolster sample sizes,you can compare and contrast results and add more meat to your data.#2But remember,synthetic data is here to enhance,not replace,real-world insigh

21、ts.Think of it as your research sidekickgreat at expanding your reach,but still needing the human touch to ensure authenticity.Beating participant fatigue Yawn!Is that 20 questions down,and another 15 to go?Humans arent machines.They get bored.They lie.They leave typos.But synthetic data is a machin

22、e when it comes to generating insights.Instead of overburdening your target demographic,you can simulate their behaviors and preferences to uncover trends and insights without the risk of biased or disinterested responses.#4Depth and Nuance While synthetic data can model behaviors with astonishing a

23、ccuracy,it often lacks the depth and emotional context that real-world insights provide.AI-generated personas might replicate consumer language,but their responses can feel verbose,overly structured,or unnatural.Theyre convincing actorsnot the real deal.See how synthetic responses compare to organic

24、 responses when discussing sushi-buying preferencesRisk of overreliance Relying too heavily on synthetic data could lead to research myopia.Without the counterbalance of real-world insights,brands risk creating strategies that look great on paper but fail in practice.Watch our synthetic data webinar

25、 with Greencore here to discover what digital personas think about sushi!#1In fact,it faces some drawbacks#2“If M&S own label sushi came and was a real person,what type of person would they be?“People who look for healthy options but dont want to compromise on taste.They enjoy an active lifestyle an

26、d also enjoy the finer things in life.”-REAL WORLD SAMPLE“M&S Own Label Sushi,huh?Interesting.Id say itd be a person whos meticulous and detail-oriented.Theyd have a minimalist style,sleek and modern.Theyd value tradition but also embrace innovation.Theyd be a bit reserved,but once you get to know t

27、hem,theres a depth of character and complexity.Theyd probably be into arts,like calligraphy or origami,and enjoy quiet pastimes like reading.Theyd be health-conscious and environmentally aware.A bit of a perfectionist,you know?Always striving for balance and harmony in life.”-SYNTHETIC SAMPLE03The d

28、ata delugeFrom siloed chaos to seamless storiesWeve cracked the scarcity problem:data is no longer hard to come by.But now were drowning in it.In 2025,the challenge isnt collecting dataits making sense of it.With information pouring in from countless sources,the issue lies in piecing together a cohe

29、sive story that inspires action.Welcome to the era of data sprawl,where every click,swipe,and scroll generates insights,but theyre often scattered across disconnected silos.The real innovation?Breaking those silos down and transforming the data deluge into meaningful narratives.In the era of big dat

30、a and AI,we have to make sense of a data deluge,meaning data availability isnt the issue,its data interpretation.Imagine a brand with consumer feedback from surveys,behavioral data from its app,purchase histories from its CRM,and unsolicited feedback on Reddit.Each dataset holds incredible value,but

31、 if theyre locked in silos,theyre like puzzle pieces from different boxes:they dont fit together.Breaking down silos involves integrating these disparate datasets to create a unified picture of the consumer.Its not just about bringing data together but ensuring it flows freely across departments,ena

32、bling insights that inform everything from marketing to product development.When done right,this integration doesnt just streamline operations-it drives commercial value by providing actionable insights that resonate across the business.Pro tip for 2025?The businesses that master data storytelling w

33、ill leave their competitors in the dust.The ChallengesData silos:Insights are often stuck in departmental silos,creating a disjointed view of the consumer.Overload,not insight:More data doesnt always mean better decisions.The problem isnt scarcityits making sense of the overwhelming abundance.The So

34、lutionIntegration is king:Pulling data together into cohesive,actionable stories is the key to unlocking value.Storytelling as a superpower:Researchers need to shift from data gatherers to storytellers,using insights to inspire and guide decision-makers.Visualising data in meaningful,transparent way

35、s is key.Try KnowledgeAI for yourself to leave data drama in the past04OrganicdataGold mining for authentic feedbackWhat do Reddit threads,TikTok comments,and unfiltered forum posts have in common?Theyre organic dataauthentic,unsolicited,and often brutally honest.Gone are the days of relying solely

36、on polished surveys and staged focus groups.Organic data is where the real action happens.When running research via solicited forums,camera-shy consumers suffer from the observer effect,knowing theyre being watched by the brand theyre discussing or attempting to curate their self-presentation.With p

37、erformance bias and solicitation bias acting against the integrity of the research,it takes a lot of trust building to get honest feedback.But not via other forums.Whats changing?From listening to intelligence:Were moving beyond passive social listening to active social intelligence-analysing how br

38、ands are talked about in real,unprompted conversations.Closing the“say-do”gap:Organic data reveals what consumers truly think and feel,often exposing gaps between stated preferences and actual behavior.The big question:How do you turn these insights into action?The answer lies in weaving organic dat

39、a into broader research narratives,turning raw conversations into strategic gold.Discover how we drove global insight communities for Nestl to get them closer to breakfast consumers.Humanised experiences05In a world increasingly shaped by algorithms,the demand for consumer closeness has never been h

40、igher.Clients want more than data-they want empathy,connection,and stories that bring consumers to life.Bringing the consumer into 3D is key,with demand from clients proliferating for fly on the wall consumer understanding.#1 Always-on communities:Continuous feedback loops from engaged communities o

41、ffer a 360-degree view of the consumer.With consistent participants-rather than one off survey monkeys-you build a more reliable consumer portrait and develop a rapport.With real-time responses at-scale,your brand can have a well of insight to tap into any-time,anywhere.And thanks to the symbiotic r

42、elationships built via genuine community and gamified connections,your brand loyalty grows as consumers become co-architects.Gone are the days of passive consumption,here are the days of co-creation.#2 Rich media feedback:Think video diaries,voxpops,and in-depth interviews.If a picture tells a thous

43、and words,then video tells a million stories.Video is becoming increasingly native to consumers as a forum for self-expression,so tap into its potential for feedback.Youll see more than edited words typed into a survey:youll see their facial expressions,natural reactions,tone of voice,home,clothing

44、choices,and contexts.#3 Ethnography:Talking of context!Seeing a consumer in their natural habitat tells a story no chart ever could.Consumer immersions and meeting the consumer where theyre at is key.Going into consumers homes or work environments is a game changer for deep qual insight.“Products de

45、veloped with customers in mind are better because the consumers can come up with ideas the brand hasnt thought of to improve their product!”-Bulbshare user,Female,56 AU“I enjoy having the ability to give my opinions and shape the brands future products.”-Bulbshare user,Female,54 GB“Its inspiring tha

46、t my opinion contributes to something important.”-Bulbshare user,Female,24 US“Businesses listening to their customers makes us feel appreciated and more likely to stay involved with the brand.”-Bulbshare user,Female,28 GBHumanised research reminds us of one simple truth:Behind every data point is a

47、person.In 2025,brands that forget this will lose out to those that dont.Discover how community insights drove the re-direction of a campaign launch for Wolverine.what doesthis meanfor you?is shaping up to be a year of contrasts:2025#1 High-tech meets high-touchAI and synthetic data are streamlining

48、processes,but human connection remains irreplaceable.#2 Data is everywhere But action is everything.Its not enough to collect data;you need to use it to drive real change.#3 Storytelling is the secret weapon.From boardrooms to brainstorms,the power to inspire lies in how you present your findings.At

49、 Bulbshare,were not just keeping up with these trendswere leading the charge.Whether its AI-powered insights,always-on communities,or cutting-edge ethnography,were here to help you navigate the future of consumer insights with confidence and creativity.Want to know more?Lets talk.Because in 2025,the brands that listen,adapt,and act are the ones that will shine the brightest.Click here