This Week in Research {twir}

Welcome to twir — the weekly show delivering AI-powered summaries of market research news and insights. Each week, mrxCore by Emporia scans and ingests media from top blogs, podcasts, articles, and reports, distilling the key trends shaping the industry. Best of all, twir episodes learn and get smarter over time, building on an archive of past news and trends.

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Full Transcript of Episode 1

Welcome back to twir—the show where we sift through all the articles, videos, blogs, podcasts, reports, and more from the market research industry each week, distilling it down into short, no-nonsense episodes. Let’s dive into this week’s top developments and explore the trends that are shaping the future of research.

This week, we’re looking at significant changes within the industry, highlighting both advancements and challenges facing researchers. The findings reflect a split between primary research and data and analytics—a line that’s becoming more blurred as the two areas continue to interact. It’s revealing to see how these segments are evolving and influencing each other.

An interesting concept on the rise is “data enlightenment,” where data accessibility has expanded to unprecedented levels. While this sounds promising, it’s fueling intense demand for integrated insights, which aren’t always easy to deliver. Having access to huge data sets is one thing, but making sense of it all is quite another. For many researchers, breaking down data silos and demonstrating ROI has become a real challenge, often leaving them undervalued.

The report also reveals a structural shift: large, full-service research suppliers with over 500 employees have doubled, largely due to acquisitions. This growth places pressure on smaller suppliers to either specialize further or risk getting squeezed out. It’s a classic case of adapt or face obsolescence.

AI continues to stand out as a major disruptor, with most organizations now encouraging its use in research workflows. Applications range from summarizing meetings to automating parts of the research process, promising efficiency but also raising concerns over job security, data accuracy, and the need for constant upskilling. While AI offers huge potential, it also introduces questions about the future of work in research.

With AI growing, the value of the human element has never been clearer. Automation can process data, but it can’t replicate human intuition, creativity, or emotional intelligence. Skills like critical thinking, creativity, and clear communication are more essential than ever, especially for those aiming to connect the dots between complex insights and business strategy.

This shift highlights the importance of the T-shaped researcher: someone with deep expertise in a specific area but also a broad understanding of the wider insights landscape. As research roles evolve, staying informed, proactive, and open to learning will be essential for success.

Our findings underscore the critical need for clear communication with stakeholders, particularly in conveying the value of insights to executives. Moving beyond service delivery to true strategic partnership requires building trust and aligning insights with business priorities. When researchers speak the language of business, their work resonates with executives, who are more likely to invest in the research function.

Finally, storytelling emerges as a crucial skill in making data accessible, actionable, and engaging. Researchers who can frame data within a narrative that speaks to executives’ priorities are more likely to drive action and inspire change.

The future for market researchers who embrace these shifts is bright. Technology, evolving client expectations, and increasing competition are creating a challenging yet promising landscape. AI is here to stay, and its impacts on the industry will be profound. But the future of market research depends on how we respond today.

That’s it for this week’s twir. We hope these insights provide you with some actionable takeaways. Stay tuned as we continue exploring the latest trends and developments in market research in future episodes. Until next time!