Driving Growth, Embracing Change, and Harnessing AI 

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

1. The Power of Persuasion: The Keys to Message Mastery: Channing Stave, COO, Newristics & Jason Ingargiola, Client Partner, Newristics
2. Improving the Impact of Consumer Insights in 2025: Monika Rogers [Wingate], VP, Growth Strategy, CMB, Richard Scionti, VP, Product Development & Innovation, CMB, Kate James, Vice President Strategic Research, Team Leader, Fidelity Investments, LeAnn Helmrich, Associate Director – B2B Customer Insights, Verizon & Amy Hearon, Head of Research and CX Insights, US Consumer Bank, Citi
3. The Future of Insights Perspectives Report: Seth Adler, Head of IMI Media, All Thing Insights, Bart Borkosky, Chief Research Officer, OvationMR, Maury Giles, SVP, Growth, Material, Kerry Sette, Vice President, Head of Consumer Insights & Research, Voya Financial, Oksana Sobol, Vice President of Insights, The Clorox Company & Paul Coxhill, President, LIONS Insight/WARC
4. Leveling Up Customer Feedback in the Gaming Industry: Brian McEwan, Senior Advisor, Sawtooth Software
5. Leveraging Emerging Signals & Need States to Awaken a Sleepy Category: Suann Griffin, Former Senior Director, Insights, Serta Simmons Bedding
6. Engaging the Next Generation: Challenges & Opportunities in Marketing to Gen Z: Aarti Bhaskaran, Global Head, Research & Insights, Snap Inc.

Key Takeaways

1. Actionable Insights Matter Most: The new mantra is about delivering clear, strategic recommendations that directly impact business decisions, not just data reports. 

2. AI is an Ally, Not a Replacement: Artificial Intelligence is a game-changer when used strategically, enhancing research efficiency without replacing the creativity and intuition of human insights professionals. 

3. Empathy and Human Connections Still Lead: Despite technology’s rise, understanding consumer behavior deeply through human empathy remains irreplaceable in market research. 

From Data to Decisions: A New Era for Insights 

TMRE 2024 was buzzing with a clear shift in focus—insights professionals are no longer just data collectors. The new demand is for “growth ideas”—actionable recommendations that directly drive business decisions. The event kicked off with powerful discussions on how insights need to be tied directly to strategic business goals, pushing beyond traditional data dumps to deliver concise, easy-to-understand growth strategies. A recurring theme was prioritizing the “why” and “how,” not just the “what,” ensuring insights teams are seen as key players in business decision-making. 

During the day, speakers brought a refreshing perspective on how insights professionals can bring about real business growth by tying their research directly to strategic priorities. Instead of lengthy reports filled with raw data, professionals were encouraged to provide clear action steps—essentially saying, “To make money, do X.” This was a call for change: insights teams need to be proactive, aligning their research with the big picture and providing recommendations that can immediately impact the business. 

Embracing AI

AI’s role in insights was also a major highlight. From faster data analysis to predictive modeling, AI tools are reshaping the landscape. However, a critical point emphasized was that AI should not replace human judgment and creativity. Panelists made it clear that while AI can process large volumes of data and spot trends faster than humans ever could, it’s the human touch that turns that data into meaningful insights. The best use of AI in insights is as an enabler—a tool that enhances human creativity and decision-making rather than a replacement for it. 

For example, AI can be used to quickly sift through qualitative feedback, detect patterns, and even summarize large datasets. But when it comes to interpreting those insights in context, understanding nuances, and crafting compelling narratives, it’s the human researcher who plays a pivotal role. The key to AI’s success in insights is ensuring the right data is fed into the systems and that humans are there to interpret it strategically. 

Keeping the Consumer at the Core 

One of the most compelling aspects of the TMRE 2024 sessions was the unflinching focus on the consumer. Throughout the day, the overarching message was clear: insights should be about much more than just numbers. The consumer’s voice needs to be heard at every level of the organization, and it’s up to insights professionals to ensure that this happens. Griffin’s session on “ruthless consumer centricity” resonated strongly with attendees, emphasizing that businesses must actively listen to their customers and advocate for their needs—even when it means challenging internal assumptions. 

From advocating for consumer needs to pushing for cultural relevance, several sessions highlighted how brands are shifting from product-centric to consumer-centric strategies. They’re using data to truly understand consumer pain points and unmet needs, fueling product innovation and crafting emotionally resonant marketing campaigns. Insights professionals need to be brave enough to advocate for the consumer—even when it goes against the grain internally. 

Data Synthesis and Fraud Prevention

Data quality was another important theme. With the rise of AI and big data, concerns about data fraud were front and center. The panelists shared strategies for preventing fraud, such as employing smaller sample sizes, leveraging qualitative methods, and using multiple data sources to ensure validity. They discussed how combining AI and human intelligence (the “AI + HI” philosophy) could enhance the accuracy of research, catching fraudulent data points early and ensuring that insights are built on trustworthy foundations. 

Building Stronger Relationships

Despite the increasing reliance on technology, the importance of human connection and empathy in insights was never overshadowed. The sessions repeatedly emphasized that the best insights are those that understand the full context of consumer behavior, something that AI alone cannot achieve. While AI can aggregate and analyze data, it’s human insight that provides the emotional and contextual layers that make the data actionable. 

This human connection was discussed as being more vital than ever in the face of growing technological tools. Insights professionals were encouraged to foster strong relationships with clients and other departments to ensure they’re seen as trusted partners, not just data generators. Trust and transparency will be key as AI continues to make waves in the industry. It’s the personal relationships built on empathy, mutual respect, and shared business goals that will ultimately make the difference between good insights and great insights. 

Navigating the Future

The future of insights will be a blend of AI and human expertise, with consumer-centricity at the core. AI will continue to be a valuable tool, enhancing efficiency and data analysis, but it’s the human insights professionals who will steer the ship, ensuring that data is used wisely and that business strategies remain grounded in authentic consumer needs. 

The event provided a roadmap for how insights professionals can thrive in the rapidly evolving landscape. It’s all about being proactive, staying connected to consumers, and using AI to free up time for creative thinking and strategic decision-making. Whether it’s through crafting emotionally impactful campaigns, prioritizing data quality, or ensuring that insights are actionable, the key to success lies in blending technology with the timeless human skills of empathy, creativity, and intuition. 

As the industry looks toward 2025 and beyond, it’s clear that the most successful insights teams will be those that embrace change, prioritize action, and continue to put the consumer at the heart of every decision. 

10 KEY ACTIONABLE TAKEAWAYS

1. Actionable Insights:
   • Action: Focus on delivering clear, strategic recommendations that directly impact business decisions.
2. AI as Ally:
   • Action: Use AI to enhance research efficiency without replacing human insights.
3. Empathy and Connections:
   • Action: Understand consumer behavior deeply through human empathy.
4. Data to Decisions:
   • Action: Tie insights directly to strategic business goals.
5. Human Creativity:
   • Action: Use human judgment and creativity to interpret AI-generated data.
6. Consumer at Core:
   • Action: Ensure the consumer voice is heard at every level of the organization.
7. Data Quality:
   • Action: Implement strategies for preventing data fraud.
8. Data Synthesis:
   • Action: Integrate data from multiple sources for a holistic view.
9. Human Connection:
   • Action: Foster strong relationships with clients and other departments.
10. Navigating Future:
    • Action: Embrace AI as a strategic tool while maintaining the human touch.