Reflecting on the IIEX Conference in DC—one of the major events for the insights industry, this conference is known for showcasing the latest innovations in research technology and methodologies, focusing on the future of insights and market research. Leaving with a clear sense of where the industry is heading—and the challenges we’re all navigating, Qualitative included. Here are some of the biggest themes and takeaways that stood out.
Main Themes and Takeaways
A predominant theme was the extensive application of AI in research. From complete agent ecosystems promising end-to-end research automation to tools supporting data analysis, AI was at the forefront of numerous discussions. This technological excitement was accompanied by essential questions about the reliability of synthetic data, the critical areas for human oversight, and the importance of maintaining data quality amid innovation.
Data quality was another major topic, especially in light of recent industry concerns. Panels and conversations delved into issues of sample fraud, respondent authentication, and the cost of high-quality participants. There was an active dialogue among sample providers, agencies, and clients about setting shared benchmarks to enhance data quality.
Qualitative Research Meets AI: Insights from AI-Moderated Interviews
One of the standout moments was seeing CMB’s own Chris Neal, head of our Tech and Telecom practice, share the stage with Ananya Ramje from Microsoft. They presented a compelling case study on the application of AI in qualitative research, demonstrating how leveraging human insight and moderated chatbots can collaboratively enhance research outcomes. Their session underscored the potential of AI to make qualitative research faster and more scalable while retaining the nuanced insights that only human analysis can provide. To learn about this case study and more click here.
Industry Foresight
Walking away from IIEX, it was evident that while research tools and technologies are evolving rapidly, the core challenge remains delivering insights that drive real decisions. Looking ahead, the real opportunity isn’t just about adopting the latest tech—it’s about using it wisely. As AI continues to reshape the research landscape, the industry must stay focused on asking the right questions, preserving human empathy in our work, and championing data integrity. The future of insights will belong to those who balance innovation with intention.
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