Welcome to twir — the weekly show delivering AI-powered summaries of market research news and insights. Each week, we scan and ingest 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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Episode Summary: AI, Innovation, and Market Research Trends (Feb 1-7, 2025)

AI-Powered Research Takes Center Stage

This week saw a surge in AI-driven research tools, with Toluna launching “Synthetic Personas”, a new approach to AI-generated survey respondents that simulate real consumer behaviors. Meanwhile, Sapio Research introduced “Data 2 Story”, a platform that automates storytelling from survey data, allowing brands to generate reports and content instantly. Bilendi & Respondi upgraded their AI assistant BARI, enhancing qualitative research with real-time transcription, sentiment analysis, and automated discussion guides. The trend is clear—AI is rapidly shifting the industry toward faster, more scalable insights without sacrificing depth.

Synthetic Data Becomes a Competitive Differentiator

With data privacy concerns at an all-time high, companies are turning to synthetic data as a solution for research and predictive modeling. Acutus AI, a newly launched synthetic data firm, is offering “Synthetic Data as a Service” (SDaaS) to help businesses train AI models while avoiding privacy risks. Toluna’s Synthetic Personas also reinforce how synthetic respondents are becoming an alternative to traditional panels, promising richer behavioral insights while maintaining privacy.

B2B Research Expands with AI and Behavioral Modeling

The push to innovate B2B research was evident with KJT Group’s launch of “Sparq Intelligence”, an AI-driven insights suite that includes automated stakeholder interviews and predictive analytics for business decision-making. Additionally, EyeSee partnered with Veylinx to combine AI-powered behavioral research with auction-based pricing models, enabling brands to better predict consumer demand and price sensitivity. These developments mark a shift in B2B research toward automated decision intelligence and more nuanced behavioral insights.

Market Research Consolidation: Mergers & Acquisitions

The industry saw several strategic moves this week, including OpinionRoute’s acquisition of Jibunu, strengthening its ability to deliver automated survey programming and data quality solutions. Outbrain’s $900M acquisition of Teads signaled a major shift in digital advertising research, while Norstat’s expansion into Belgium highlighted the growing demand for high-quality panel data in Europe. These deals reflect a broader trend of research firms scaling up and integrating AI-powered capabilities to stay competitive.

Leadership Changes & Strategic Appointments

YouGov’s CEO Steve Hatch stepped down, with co-founder Stephan Shakespeare returning as interim CEO to stabilize operations following growth struggles and a recent profit warning. Crispin Beale joined QuMind’s board, bringing expertise in AI-driven insights as the company pushes global expansion. Gallup outsourced its phone polling operations to ReconMR, ending an era of in-house call centers as the company focuses on digital and AI-driven methodologies. These leadership shifts emphasize how market research firms are restructuring to adapt to AI and automation trends.

AI is Defining the Future of Market Research

From synthetic respondents and predictive modeling to automated qualitative analysis, AI is now at the core of innovation in market research. Companies are rapidly integrating AI to improve data quality, streamline research workflows, and unlock new insights faster than ever. As synthetic data and AI-driven automation become industry standards, market research is evolving into a more efficient, privacy-conscious, and predictive field.

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