The UK insights sector alone generates £18.7 billion annually. Yet 83% of insights functions face budget pressures, and teams are being downsized at an accelerating rate. This paradox signals something structural, not cyclical.

When volume outpaces interpretation

The growing need for transparency, documentation, and human oversight in AI-assisted research

The AI revolution threatens jobs, workflows, and research structure. Concerns about online panel quality fuel debate about their future. Research needs a guiding principle, and the ICC/Esomar Code is that North Star.

GLP-1 treatments are significantly impacting culture, transforming our views on food, wellness, socialising, and beauty. CMOs in this sector are likely discussing this daily, especially in the US.