2025 Insight Industry Predictions Cheat Sheet
Date: 2025/01/09
As we dive into this year, it’s clear that the insights industry is entering another year of change, challenges, and opportunities. From economic pressures to the evolving role of AI, there’s a lot to unpack. Cecilia Sylvan Martin has pulled together the key predictions, threats, and opportunities so you don’t have to wade through endless reports. Here’s what’s shaping the year ahead and how a strategic partner like The Big Picture can help navigate it all.
Over the last few years, cheap, fast, and automated research tools have gained popularity—but the cracks are starting to show. Clients are rediscovering the value of rigour, depth, and trustworthy data as foundational principles in research.
What’s at stake? The proliferation of low-cost tools risks lowering industry standards and client expectations. Brands relying solely on these leave themselves open to unreliable insights, and vulnerable to missteps.
Our take: Agility is something we’re always looking to achieve, but we have always stood by quality and tailor made solutions. This is the year it’s more important than ever to double down on bespoke, high-quality design and innovation research that delivers clarity, confidence and actionable results.
The AI hype is settling, with clients realising that while it’s a fantastic tool for speed and efficiency, it can’t replace human expertise. AI works best when it complements, not replaces, strategic thinking.
What’s at stake? Over-promising on AI capabilities can lead to client disappointment and skepticism. Brands need more than algorithms—they need context and creativity.
Our take:We’re not in the business of offering you snake-oil. We blend the best of AI (where relevant) with human insight and design thinking, ensuring the outputs are meaningful, useable and empathetic.
With tight budgets, rising costs, and internal reorganisations, brands are scrutinising every bit of spend. Insights need to prove their worth, not just as a cost but as a driver of growth and resilience.
What’s at stake? Research could be deprioritised if it’s seen as a “nice to have” or “proving what we think we know” rather than an essential tool for brand strategy and growth.
Our take: Design is notoriously hard to measure ROI for. But brands that embrace a design thinking ethos are proven to be more successful. As an agency with DT at its heart, we’re here to show how great insights aren’t just valuable—they’re critical. Our expertise helps brands realise their long term potential, not just short term wins – helping brands make smarter decisions.
Trade tensions, ongoing conflicts, and elections in key markets like Germany are creating uncertainty. Consumer behaviour is shifting quickly, and brands need insights that keep up.
What’s at stake? Unpredictable trends could leave brands scrambling to respond, potentially leading to misaligned strategies or missed opportunities.
Our take:This is where great insights shine. From scenario planning to growth spotting, we help brands navigate the unknown with confidence. We bring the ‘bigger picture’ (pun very much intended) to everything we do.
New regulations on packaging waste, carbon emissions, and supply chain transparency are forcing brands to act. Retailers are also driving stricter criteria for suppliers.
What’s at stake?Brands that lag risk losing consumer trust, shelf space, or even facing financial penalties. But it’s also becoming more of a table-stake in the mainstream – it isn’t a trend, it’s the way forward.
Our take: We help brands stay ahead by providing user-centric, behavioural insights into sustainability. But we also don’t assume the mainstream will adopt your brand/innovation solely on the grounds of being better for the planet – we help brands adopt a ‘Sustainability PLUS’ mindset, also bringing superiority in a consumer-centred benefit. Deliver sustainability PLUS taste/efficacy/experience or quality!
The industry is evolving fast, which puts pressure on the talent pool. Combining storytelling, strategy, and digital tools is no small task, but it’s essential for impactful insights.
What’s at stake? An insight strategist’s role is more varied than ever! Agencies that can’t attract or retain top talent risk falling behind in innovation and creativity.
Our take: We’re investing in people. By fostering a culture of learning, creativity, and lateral thinking, we aim to ensure our team delivers insights that push boundaries and create meaningful impact. And we’re recruiting, so get in touch if you think The Big Picture is you’d like to join our wonderful team.
This isn’t an exhaustive list—there’s plenty more that will shape our industry in 2025. But these themes highlight why, more than ever, high-quality insights and strategy matter.
SOURCES:
Green Book, Research Live, MRS Greenbook Research Live Market Research Society (MRS)
Cecilia Sylvan Martin
Senior Director
