The 'State of Insights Q1 2024' webinar highlighted optimism towards AI's role in enhancing research efficiency and business growth, although concerns were raised about reliance on AI by those lacking critical thinking skills. Key themes included the growing importance of insights in decision-making, increasing client engagement, and the need to emphasize the human element amidst technological advancements. Attendee feedback indicated a desire for more networking opportunities, engaging content, and diverse representation in events.

1. The State of Insights
Quarter 1 – 2024
The webinar will commence shortly

2. NewMR Sponsors

3. The State of Insights
• Welcome: Ray Poynter
• Sponsors
• State of Insights – Quarter 1 2024
• Q & A (volume, recordings)
• Closing announcements

5. Who are we talking about?
Which of the following best describes your relationship to research and insights?
Jun-23 Sep-23 Feb-24
Research or Consultancy Supplier 178 249 217
Supplier to the Research Industry (eg software or fieldwork) 43 43 42
Research Buyer / User 36 50 50
Academic 3 6 9
Other (please type) 9 6 8
Prefer not to say 1 2 4
Total 270 356 330

6. Who are we talking to?
Which region best describes where you are currently based?
Jun-23 Sep-23 Feb-24
Europe 117 160 133
USA & Canada 83 113 106
Asia Pacific 51 51 61
Africa & Middle East 9 18 20
Latin America 8 9 7
Other 2 4 3
Total 270 355 330

9. The Most Positive Things in 2024
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10. The Most Positive Things in 2024

11. The Most Positive Things in 2024
Over 50% of comments link to AI and/or the way insights are embracing
change and technology
– The capabilities offered by AI to save time, money, and donkey work.
– AI has improved quality of insight and cost of doing business. Large Language
model has revolutionized the way qualitative data analysis can be done at scale.
– Disruptors like AI, accelerated go-to-market strategies, new product innovations
will create an opportunity for insights and research to take a more prominent lead
and increase value of its contribution
Similar to 2023 – but even more so

12. The Most Positive Things in 2024
Three lesser themes
1. Increased value and importance of insights
– “business and marketing realising the importance of insights in driving business growth.”
2. Client engagement and demand
– “It's a collaborative industry, especially between partners (data collection, consultancy,
etc.). Clients are trying their best to make data-driven decisions, they're relying on
research to support their decision making.”
3. Embracing the human element
– “After the big surge of IA, all will realize that the role of the Researchers (people) is the
most important. IA could do some parts of our job faster, but it should always be supervise
by a researcher.”

13. The Most Worrying Thing in 2024

14. The Most Worrying Thing in 2024

15. The Most Worrying Thing in 2024
Over a third of comments listed AI
– “AI in the hands of people who do not have critical thinking
skills”
– “Blind belief in AI, worsening working conditions agency
side and stagnant pay”
– “In regards to AI I'm very concerned about synthetic data
and how it will be used.”

16. What sorts of training/learning
are you looking for in 2024?
Two-thirds mentioned AI
– AI with: programming,
qual, data analysis,
business, etc
Others
– Qual, Data Analytics &
Professional
Development

17. Big Picture
People are
optimistic
about AI
People are
worried
about AI
People
want to
learn
about AI
Everything else is small by comparison

18. Improving Events

19. What do you eat?
25% are not omnivores, Vegetarian + Pescatarian + Vegan = 17%

20. What do you eat?
14% specified an allergy. Top 3 = Dairy, Gluten & Seafood

21. What do you drink?
25% do not drink alcohol. 24% want low-calorie drinks.

22. Do you have challenges?
About 75% said they do not face challenges
Three larger groups
– Hearing
Isolating the speaker’s voice from other noises was a key problem,
hearing aids don’t focus sound
– Neurodiversity
Lots of people need a quiet space to get away crowds and being
overwhelmed by interactions
– Vision
Lighting issues, too far from the screen, small fonts

23. Your Suggestions?
Four key suggestions from attendees
• Network Opportunities
Ranges from opportunities (including longer breaks in the programme) to ‘forced’ mixing
• Content Quality
Includes: shorter, no sales pitches, case studies, useful
• Interactive and Engaging
Many people want to be involved, not just voyeurs
• Inclusive and Diversity
Wider range of speakers, enabling wider range of attendees (e.g. younger, less rich etc)

24. So What?
It is not all about the majority
– 10% of insight professionals are pessimistic
– 25% of attendees do not eat mainstream meat meals
– 14% have allergies
– 25% do not drink alcohol at events
– 24% want low-calorie drinks at events
– 25% have challenges, e.g. hearing, mobility etc

25. ThankYou

26. The Report

27. Questions?

28. NewMR Sponsors

29. Thank You