From Insights to Impact: How TMRE @ HOME 2025 Brought Research to Life 

Overall takeaways from the track follow, but click the below links to dive into each session:

1. From Insights to Impact: Forging Market Research with Business Strategy: Christina Nathanson, Director, Market Research, Quest Diagnostics, Caroline Bye, VP, Audiences & Insights, Tunnl, Charitie Dantis-Gayo, Corporate Vice President, Market Research & Insights, New York Life Insurance Company, Philippe Francois, Director, Consumer Insights & Strategy, Marriott International & Richard Johnson, Future of Work Economist, Formerly Glassdoor
2. How AI and Audience Intelligence Can Help Streaming Platforms Explode Viewership: Andrew Tatton, Content Marketing Lead, Audiense
3. Bringing Your Consumer to Table: How to Ensure Your Consumers Are Represented in the Business Decision Making Process: Khary Campbell, Vice President – Consumer Research & Insights, Comcast
4. Fireside Chat: Pathways to Getting GenZ’s Mindshare: Aarti Bhaskaran, Global Head, Research & Insights, Snap Inc. & Natasha Hritzuk, VP, Head of Corporate Research, Warner Bros. Discovery

Key Takeaways 

1. Emotional Connection > Data Points: Winning brands aren’t just collecting insights — they’re connecting with real human emotions. 

2. Speed Is Your Superpower: Agile, bite-sized research is how smart teams are making decisions in a world that moves at warp speed. 

3. Gen Z Is Changing the Game (Again): From discovery habits to redefining “new,” understanding Gen Z means rethinking everything you thought you knew. 

It’s Not About Having Data — It’s About Feeling It 

If TMRE @ HOME 2025 proved anything, it’s that drowning in data doesn’t get you anywhere unless you know which signals to trust. The first sessions of the day made it clear: it’s not enough to be “data-driven” anymore — you have to be data-informed. That means knowing when to trust the numbers, when to trust your gut, and how to tie insights back to actual business priorities. Marriott’s Philippe Francois put it perfectly: during the chaos of the pandemic, nobody had time for huge research projects. Small, fast, actionable insights won the day — and they still do. 

Khary Campbell from Comcast hammered it home: insights aren’t worth much unless you connect them to how the business actually runs. Consumer understanding matters, but so does understanding your CFO, your supply chain lead, and your R&D roadmap. Researchers who speak business — not just “research” — are the ones who truly move the needle. 

Streaming Wars: How AI and Speed Are Saving the Day 

Over in the world of streaming, Andrew Tatton from Audiense pulled back the curtain on one of the industry’s biggest headaches: the dreaded mid-season drop-off. Viewers start strong, get distracted, and never come back. Billions in content investment — poof. But the smart players are fighting back with a powerful combo: fast AI insights + emotional audience understanding. 

Tatton showed how platforms can now instantly analyze not just who their audiences are, but what makes them tick — their values, personalities, and passions. And when you act fast on that deep audience intelligence? You can launch creative campaigns that keep viewers hooked, even after the initial buzz fades. The new formula? Emotional connection + speed = retention (and maybe survival). 

Gen Z Is Flipping the Script (Again) 

Just when brands think they have Gen Z figured out, this generation changes the rules. In a fireside chat that felt like a reality check for everyone, Snap’s Aarti Bhaskaran and Warner Bros. Discovery’s Natasha Hritzuk explained why Gen Z’s content habits are way more deliberate — and way more discovery-driven — than people realize. 

Forget the lazy stereotype about “short attention spans.” Gen Z carves out intentional, emotionally charged solo viewing sessions. But the way they find shows? It’s all about short-form platforms like TikTok, Snap, and YouTube. They hunt, they vet, they build hype — and then they commit to the binge. Bonus insight: they don’t care if a show dropped in 1998. If they haven’t seen it, it’s brand new. 

For brands sitting on a goldmine of older content? This is your moment. 

Researchers = Business MVPs (If They Play It Right) 

Another loud theme across the sessions: if you want to be taken seriously in 2025 and beyond, you can’t just be a “researcher” anymore. You have to be a business strategist. Comcast’s Campbell laid out the blueprint: get tight with finance. Know your sales numbers. Read the 10-Ks. When you show you understand how the business actually makes money, suddenly your insights aren’t “nice to have” — they’re mission-critical. 

At Marriott and Tunnl, teams are moving insights from dusty decks to daily decision-making. They’re focusing on actionability, measurability, and speed. If leadership can see exactly how your insights drive revenue, cut costs, or improve customer experience? You’re not just another researcher — you’re an essential player. 

Closing the Loop Before the Loop Closes on You 

The day wrapped with a critical message: delivering insights is only half the battle. You have to track what happens next. Did the business act on your recommendation? Did it work? If it didn’t, what’s the next move? Teams that build this “insight-action-learning” loop are becoming internal powerhouses, trusted by leadership to not just advise — but drive results. 

Across industries, across formats, the future looks clear: those who connect faster, feel deeper, and tie insights back to impact are the ones who will win. The rest? They’re going to get left in the dust. 

The Bottom Line: Insights Are Nothing Without Heart and Hustle 

At TMRE @ HOME 2025, one thing became very clear: it’s not just about what you know — it’s about how fast you can act on it, and how well you connect it back to human emotions. Research isn’t just about answering questions anymore. It’s about sparking action, building emotional bonds, and helping businesses stay one step ahead. 

The future of market research? It’s bold, it’s fast, and it’s unapologetically human. 

10 KEY ACTIONABLE TAKEAWAYS

1. Emotional Connection Over Data Points
   • Create an insights dashboard that prioritizes human sentiment alongside traditional metrics
2. Speed as a Competitive Advantage
   • Implement rapid research cycles of no more than 5 days from question to actionable insight
3. Understanding Gen Z’s Unique Behaviors
   • Establish a discovery-first content strategy focusing on TikTok, Snap, and YouTube distribution
4. Business-Focused Research Integration
   • Partner with your CFO to align research metrics with financial outcomes and KPIs
5. AI and Audience Intelligence in Streaming
   • Deploy AI tools to analyze viewer drop-off patterns and create targeted retention campaigns
6. Consumer Representation in Decision Making
   • Create a structured consumer feedback loop that directly feeds into business decision processes
7. Content Discovery Evolution
   • Develop a cross-platform content discovery strategy that leverages both new and legacy content
8. Research Team Business Strategy Integration
   • Require all researchers to complete business fundamentals training including financial statement analysis
9. Insight-to-Action Framework
   • Establish a monthly tracking system for measuring the implementation rate of research recommendations
10. Human-Centric Research Approach
    • Develop research methodologies that combine data analytics with emotional intelligence metrics