As we cross the halfway mark of 2025, we’re taking a moment to reflect on everything that’s made this year a standout so far. From new platform capabilities and educational content to key event takeaways and transformative partnerships, SightX is continuing to push the boundaries of what’s possible in consumer research. Let’s take a look back—and a step forward.

📣 Want the official recap? Read the H1 2025 press release.

Product Enhancements for Smarter, Stronger Research

SightX Communities

Engage the right audience, every time. Our new Communities feature helps users:

• Create connections: Build a centralized database of your contacts, making it easy to engage with your audience.
• Personalize outreach: Send tailored survey invitations that resonate with the right people at the right time.
• Unlock advanced targeting: Use contact properties to apply survey logic, quotas, and segmentation for deeper insights. 

It’s a tool that not only helps you understand your audience, but also makes managing them effortless. 

Custom Visualization & Branding Suite

Your research, your way. Our new Branding Suite empowers you to:

• Customize logos, colors, and fonts
• Edit chart labels and rename axes
• Generate ready-to-share reports in minutes

Now, insights don’t just inform—they make an impression.

Coming Soon: What’s Next on the Platform

Scale Human Understanding with Asynchronous Video Interviews
Soon, you’ll be able to conduct asynchronous video interviews directly within your surveys—capturing authentic, unfiltered consumer feedback at scale. 

Whether you’re:

• Uncovering deeper context behind quantitative results
• Gathering emotive responses for stakeholder storytelling
• Enhancing concept tests or message validation with real voices
• Powering virtual IHUTs, focus groups, or shopper studies

…this capability enables rich, human-centered insights without the limitations of time zones or live sessions. You’ll also get:

• AI-powered transcript summaries & theme extraction
• A searchable media catalog for faster review & download
• Seamless integration into your existing survey flows

Stay in Control with Real-Time Credit Tracking

Transparency, built in. We're rolling out real-time credit tracking directly in your dashboard—so you can easily monitor activity, manage usage across projects, and plan ahead with confidence.

Website Enhancements That Empower 

The Content Hub Has Arrived

We launched the new SightX Content Hub to give researchers, strategists, and innovators a centralized resource for expert insights, practical tools, and forward-thinking frameworks. If you haven’t already, check out two new featured guides: 

• Mastering Product Innovation Research: A Step-by-Step Guide
• Unknown to Unforgettable: A Guide to Brand Awareness

Consumer Research Glossary

We also introduced a comprehensive glossary of consumer research terms, built to simplify industry jargon and strengthen research literacy across teams.

Event Highlights: Where We've Been & Where  We're Headed

Quirks Chicago 2025

This April, Quirks Chicago spotlighted the convergence of AI and human insight, and how brands are striking that balance in real time. We co-hosted a session with ZS, and recapped the key themes here:

• Emerging Themes at Quirks Chicago
• Balancing Speed, Cost & Quality

IIEX NA 2025

From co-creation to AI-powered scale, IIEX NA showed how research teams are leading real organizational transformation. We broke down six key industry trends in our recap: 6 Themes Shaping What’s Next in Insights

Next Stop: Quirks New York

Join us July 23–24 for live product demos and a session hosted by our Co-CEO and Co-founder, Naira Musallam,  titled:“Brand America Through Global Eyes: What Key Driver Analysis Predicts About Global Trust and Purchase Intent."

A Strategic Partnership Driving Impact

Through our strategic partnership with ZS Associates, we launched a hybrid research model that pairs SightX technology with ZS’s world-class consulting. It’s research that’s fast and flexible—without sacrificing depth. Read the full story

The Greenbook IIEX NA 2025 conference in Washington, D.C. brought together some of the brightest minds in market research, strategy, and innovation. 

While I wasn’t able to attend every session at IIEX NA 2025, several compelling themes consistently emerged—offering a glimpse into where the insights industry is heading and how brands can stay ahead. Here’s what stood out.

1. From Brainstorms to Breakthroughs: The New Rules of Co-Creation 

Session: “Human-Centered Thinking in Action: The Power of Co-Creation” – Elizabeth Clinard, Capital One

Innovation isn’t about having the right people in the room—it’s about activating them. Elizabeth Clinard emphasized the importance of rich inputs, hands-on activities, and structured creativity. Co-creation thrives when there’s a clear separation between divergent (big ideas) and convergent (focused evaluation) thinking. Oh—and don’t underestimate the power of fun. Get off campus, bring props, and always use a skilled facilitator. Great ideas are rarely born in a vacuum; they’re co-created through dynamic, human-centered design.

2. Data Quality Demands a Dual Approach

Session: “Rethinking Trust: Rethinking Recruitment and Data Validation in Market Research” – The Logit Group, P&G, DM2

In a brutally honest discussion, panelists tackled a growing concern: the trustworthiness of our data. The consensus? Solving the data quality crisis requires playing both offense and defense. That means rethinking recruitment methods (like using Random Digital Recruitment over traditional panels) while also leveling up real-time validation tools. But tools alone won’t save us. If the industry continues to chase cheap completes, we’ll keep sacrificing quality. The call to action: Stop accepting sub-$1 CPIs. Start prioritizing rigor and real insight.

3. AI is Fueling the Future of Research

Session: “The Future of Market Research: Leveraging AI” – Ali Henriques, Qualtrics

AI has officially gone from emerging to essential. Researchers using AI are not only speeding up their workflows—they’re gaining influence and earning larger budgets. With benefits like faster time-to-insight, reduced manual labor, and higher-quality outputs, AI is enabling teams to scale their impact without scaling their headcount. Tools like synthetic data and intelligent agents are starting to bridge privacy gaps, anticipate trends, and even respond to evolving consumer behaviors in real time. The future isn’t just tech-enabled—it’s AI-driven.

4. Strategic Storytelling: Don't Just Tell It - Invite Them In

Session: “Storytelling That Sells: A Strategic Blueprint for Marketers” – Tasneem Nomanbhai, AI Strategist

Marketing is evolving, but the foundation remains the same: stories connect. Tasneem Nomanbhai offered a strategic blueprint for modern marketers, rooted in classic storytelling arcs—hero, challenge, journey, transformation. The twist? Personalization is essential. You can’t tell the same story to every audience. Whether they’re in the awareness, consideration, or decision stage, your content must meet people where they are. The queen of marketing isn’t just content—it’s engagement. People don’t want to just hear a story, they want to feel like they’re part of it.

5. Sales and Marketing: Finally Playing on the Same Team

Session: “Achieving Long-Lasting Synergy Between Marketing and Sales” – Norbert Sari, Rodeo 13

Only 5% of your target audience is actively buying at any given time. The other 95%? They need to trust you before they’ll ever choose you. Norbert Sari’s framework for marketing-sales alignment focused on building audiences, using feedback to guide content strategy, and setting shared, accountable goals. The end game: reduce customer acquisition costs and shorten sales cycles—not just hit vanity metrics. True synergy is built on consistency, collaboration, and mutual accountability.

6. Tech That Actually Helps Researchers Win

Session: “Unlocking Speed and Substance: How Technology is Enabling Consumer Insights” – Tim Lawton, Co-CEO of SightX

SightX’s Tim Lawton showed off a different kind of research tech—one designed to simplify the complex and accelerate decision-making. With automation, flexibility, and user-friendly design, the SightX platform gives research and marketing teams the power to move fast without sacrificing substance. Whether it’s uncovering deeper insights or strengthening customer relationships, the message was clear: with the right tools, researchers don’t just keep up—they lead.

Final Thoughts

IIEX NA 2025 confirmed what many in the industry have felt for a while: market research is in the middle of a transformation. We’re co-creating ideas, demanding better data, scaling with AI, telling smarter stories, aligning across functions, and using tech to drive meaningful change. The question isn’t whether the industry is evolving—it’s whether your organization is evolving with it.

Quirks Chicago 2025 was a showcase of cutting-edge trends in consumer insights, with a strong focus on artificial intelligence (AI), agility in product innovation, and the power of consumer co-creation. As the research landscape evolves, brands are increasingly adopting smarter, faster, and more consumer-centric strategies to drive innovation. Here are the key themes that emerged from the event:

1. AI as a Driver of Faster, Smarter Insights

AI’s integration with traditional research methodologies is becoming a game-changer in consumer insights. A Strategy Studio presentation demonstrated how AI can reduce project timelines dramatically, turning months-long processes into days. This enables companies to harness faster, better, and cheaper results without sacrificing quality. Their AI-driven approach has already enabled them to collaborate with over 35 global clients, driving innovation in sectors like healthcare, FMCG, and CPG.

Similarly, Church and Dwight’s partnership with Simporter AI highlighted AI’s ability to uncover market opportunities and trends by analyzing vast data sets. Combining AI with human expertise allows for rapid innovation, providing high-potential concepts ready for market testing. This agility in insights gives brands the flexibility to make strategic decisions quickly, driving faster and more informed actions.

However, one key takeaway from the event was that while AI’s potential is undeniable, it is an enabler, not a replacement for human insights. Kikke Riedel, VP of Strategy at MilkPEP, emphasized that AI has accelerated the research process, reducing costs and lowering risks. But when it comes to understanding deep emotional insights, AI still falls short. True innovation, according to experts like Valerie Sokolova of Kraft Heinz, comes from the deep, qualitative understanding of consumer behavior—the kind that AI cannot replicate.

2. The Power of Co-Creation in Product Innovation

Co-creation emerged as a powerful theme throughout the event, emphasizing the benefits of collaborating with consumers early in the product development process. Sargento and Curion showcased how integrating consumer insights into each development stage—from concept to final product—leads to more relevant, successful innovations. This agile innovation approach not only reduces time to market but also ensures a stronger product-market fit by constantly iterating based on real-time feedback.

Cheez-It further embraced co-creation through an AI-powered mobile chat platform, engaging consumers to test new flavors. This approach allowed the brand to gather deeper insights into consumer preferences and refine R&D briefs, resulting in the successful launch of their new Smoked flavors.

3. Consumer Emotions and Nostalgia in Brand Development

Consumer emotions, particularly nostalgia, were central to brand development discussions. J&J Snacks’ work with iconic brands like Dippin' Dots and ICEE revealed how leveraging nostalgic connections can drive brand loyalty and growth. Using AI-driven platforms like Quantum, J&J Snacks gathered insights into consumer perceptions and brand associations, ensuring that new product innovations maintained the brands’ nostalgic appeal while staying relevant to modern consumers.

This blend of qualitative and quantitative research methods allowed J&J Snacks to refine their brand strategies and ensure emotional resonance with their audience. The result was an innovative yet familiar approach that connected deeply with consumers on a personal level.

4. Unlocking the Power of Human Connection in Qualitative Research

While AI continues to drive efficiencies in insights gathering, human connections in qualitative research remain invaluable. A panel discussion highlighted the importance of real-time, human-driven interactions in understanding the nuances of consumer behavior. Experts from Major League Baseball, PepsiCo, and Kraft Heinz shared how qualitative research led to richer, more authentic insights, such as in Gatorade’s creative review, where respondents shared personal sports stories. This provided a deeper level of feedback that ultimately improved the final ad.

The panel also emphasized the role of qualitative insights in driving market innovations, like Daisy Squeeze sour cream, which was born from observing consumer frustrations with traditional packaging. Qualitative research led to the development of the squeezable product, which has since outperformed its competitors. These examples reinforced the need for deep, human connections in research, underscoring that AI alone cannot capture the emotional depth and subtle insights that come from direct consumer interactions.

5. Agility and Flexibility in Innovation Testing

Agility was a recurring theme throughout the event, particularly in the context of product testing. The ability to test quickly and iterate based on real-time consumer feedback is crucial in today’s fast-paced market. Cheez-It’s use of AI-powered mobile platforms for instant feedback allowed them to streamline the testing process and make decisions faster. Bayer and Coca-Cola’s collaboration on prebiotic sodas also demonstrated the importance of flexibility in exploring new product categories. Their ability to rapidly refine their approach based on consumer responses helped make their health-focused beverage, Simply Pop, a success.

6. Reimagining Knowledge Management in the Age of AI

AI-driven platforms are transforming knowledge management, making it easier for teams to access, analyze, and synthesize consumer insights across various geographies and brands. Market Logic Software’s platform exemplified this by providing teams with a one-stop solution to curate and understand marketing and consumer insights. By integrating various content types—including reports, visual data, and structured databases—the platform allows for real-time answers to business questions, ensuring that teams can leverage past research effectively.

For companies like Mars, this AI-driven approach has led to significant cost savings and improved decision-making. With features like personalized feeds and knowledge zones, the platform allows users to search, organize, and access content relevant to their roles, improving efficiency and collaboration across teams.

7. Leveraging AI for Smarter Strategy Across Categories

AI’s ability to uncover market opportunities and identify white spaces was another key theme. The partnership between Simporter AI and Church and Dwight showcased how AI can be used to explore niche markets and emerging trends. By analyzing large data sets, brands can stay ahead of the competition and develop solutions that resonate with consumers. This ability to spot unmet needs in mature markets enables brands to adapt and innovate quickly, ensuring that they remain relevant in a fast-evolving landscape.

8. AI's Role in Consumer Insights: Revolutionary, But Not a Replacement

As Quirks Chicago 2025 made clear, while AI is revolutionizing the consumer insights landscape, it does not replace the need for human understanding. AI excels at generating quick, actionable insights, but true innovation and consumer connection still require a deep dive into emotional insights. According to Hally Jhass from Keurig Dr Pepper, AI-backed insights help bridge the gap between consumer needs and business decisions, but qualitative research remains essential for digging into the "why" behind consumer behavior.

Tim Lawton of SightX and his colleagues highlighted that embracing AI in consumer insights requires a cultural shift. It’s not just about having the right technology—it’s about transforming how organizations think, act, and integrate insights into decision-making. Platforms like SightX, which offer end-to-end, automated quantitative research, help teams move faster without sacrificing quality—empowering insights professionals to focus more on strategy and storytelling. For a deeper dive into this topic, check out this blog post featuring insights and takeaways from their session - or check out a visual recap of the SightX session to see the team in action.

Conclusion: A Future-Ready Landscape for Consumer Insights

Quirks Chicago 2025 highlighted the increasingly vital role of AI in reshaping the consumer insights and product development landscape. From AI-driven research platforms to co-creation and agility in testing, the event showcased how brands are adopting more efficient, consumer-centric approaches to innovation. As AI continues to evolve, its role in enhancing productivity, enabling smarter strategies, and driving deeper consumer connections will only grow, positioning it as an essential tool for the future of consumer insights.

In this new landscape, combining AI with human expertise, understanding consumer emotions, and fostering collaboration through co-creation will be key to developing products and strategies that truly resonate with today’s consumers.