ESOMAR 2025

AI takes centre stage. But human value is taking the spotlight

AI continues to dominate conversations in the insights industry. What’s changing is the perspective. The question is no longer just what AI can do. It’s about what only human insight professionals can offer.

The best AI outputs are still built on real, human-sourced data. That foundation matters. Human expertise is essential to validate what AI produces and interpret it in a meaningful way. Proprietary knowledge, intellectual property and expert judgement remain irreplaceable—especially when we need to put AI-driven results into context.

A standout example came from IKEA. They started with a traditional ethnographic study to understand how people organise their homes. From this deep qualitative research, they built a framework that was then expanded using AI. IKEA invited consumers to submit photographs from their own homes. AI helped uncover subtle, authentic patterns and needs from these images, combining scale and precision with intimate, human perspective.

As Google’s own research highlighted, AI creates the most value in low-risk contexts like hypothesis generation, strategic planning or early-stage idea development for mature products and categories. But the industry should take a more cautious approach when applying AI to final messaging, concept validation or critical, late-stage decisions. These moments carry higher risk and still demand a combination of methods, where AI supports rather than leads.

Data quality in the age of AI. More important than ever

While AI dominated much of the discussion at ESOMAR, we felt that data quality didn’t receive quite the attention it deserves. It’s an essential topic, especially now. As AI evolves, we have to ask whether it will improve data quality more than it risks undermining it.

At Nepa, we believe the answer is both. AI has enormous potential to support data quality in market research, but it’s not the solution on its own. That’s why we invest in rigorous, end-to-end processes where quality is the focus at every step.

AI is part of that system. Our Quality Score, for example, uses AI to identify patterns in survey responses and remove fraudulent or low-engagement data. But quality doesn’t come from automation alone. It comes from structure, oversight and the combination of human and machine working together.

AI-moderated mass qual is accelerating. But differentiation will be the challenge

One of the clearest shifts at this year’s Congress was the rise of AI-moderated qualitative research. Using large language models to analyse open-ended text and simulate moderation feels like a natural step for the industry. It’s fast, scalable and increasingly accurate.

But right now, the supplier space is crowded. Many vendors are offering similar AI-driven qualitative tools. That means differentiation will come not from automation, but from how these tools are used to create value.

The real opportunity lies in integration, richer interpretation and actionable outcomes. As the hype settles, we expect the strongest solutions to stand out not just because they are powered by AI, but because they deliver better decisions.

Market research still matters. But how we present insight matters more

One powerful message from ESOMAR 2025 was this: we are living in a time when opinions often drive decisions more than facts. That makes the role of market research more critical than ever. We bring evidence into the room. But data alone doesn’t change minds.

To drive action, insight must be persuasive. That means embracing storytelling. Data must be engaging and easy to absorb. If we want stakeholders to trust research over intuition, we have to make it land in a way that inspires action.

It’s not just about democratising access to data. It’s about creating enthusiasm for data. Those who can lead with facts, and do so with clarity, energy and relevance, will shape better business outcomes.

This is something we often hear from our clients. We make insights easier to absorb and data more enjoyable to work with. Just like we did for Varner – moving from information to direction. Read the Varner story here

Creators are becoming brand builders. Trust is personal

Another trend that came through clearly at ESOMAR is the growing influence of creators in the consumer decision-making journey. Trust in brands is at an all-time low. Consumers are turning to creators for guidance. Not celebrities, but relatable individuals. Someone like me.

Creators are emerging as the new creative directors. Consumers trust them not because of follower counts, but because they are genuine. The most important factor in building trust isn’t professional polish—it’s feeling understood.

High-quality content matters, but it’s about substance, not just visuals. Interaction and relevance are what drive impact.

Whether or not you currently work with creators, Nepa can help. If you are collaborating with creators, we help you understand if and how they are contributing to brand growth. If you are not, we help define the personalities and profiles that best align with your brand and audience, and how to reach them effectively.

What now?

AI should help us organise, structure and work more efficiently. But empathy, emotional tone and human understanding still play a vital role in market research. That balance came through in every conversation we had in Prague.

Even as Gen Z adapts AI in everyday discovery, human input still matters. Consumers may let AI filter options based on budget or preferences. But when it comes to trust, emotion and final decisions, people still want human advice.

That’s where market research comes in. And it’s where brands can win – by combining the power of technology with the clarity of human insight.