Insights Trends #2 - 2025 edition

The insights function is rapidly evolving!

This is already the 2nd edition of our panorama dedicated to insights teams and marketing research enthusiasts. Once again, it offers rich insights that shed light on the daily challenges and future prospects of the function.

What do we observe? A function where professionals thrive, yet one that deserves greater internal recognition and resources; a widespread use of AI that is gradually becoming a game-changer; and methodological trade-offs that are not always what one might expect... There are new and surprising findings!

Discover our complete analysis to truly understand the insights function, whether within brands or research agencies. It's just below!

Inside the report:

• A salary benchmark - THE new feature!
• Insights on the evolutions of the function: budgets, influence...
• Insights on the decision-making between methodologies and choice of a research partner
• Structural differences between teams brands and teams in institutes
• Everything you need to know about the use of AI for the insights function
• The challenges and priorities insights - spoiler: the data quality as PRIO #1
• And other insights that will surprise you...

Want to explore the full study results? Contact us !