For the first time ever, Greenbook’s IIEX North America touched down in Washington, D.C. - a city known for decision-making. Against this symbolic backdrop, the insights industry gathered not just to share what’s new, but to brainstorm on what’s next. This year, the message was clear: in 2025, the research world is moving fast, demanding more, and is always ready for disruption.
Here are five standout themes that emerged from this year’s event and why they matter now:
Speed Is the New Gold Standard
In today’s hyper-competitive landscape, speed isn’t just a differentiator - it’s a mandate. Estée Lauder’s Kalindi Mehta (Global Vice President, Consumer Foresight) made their priorities crystal clear: speed wins. Their session revealed a relentless drive to accelerate the entire research lifecycle from insight discovery to concept validation and final testing.
In our industry, efficiency is everything, and that urgency echoed throughout the exhibit halls and numerous sessions. Speakers from both brand and agency side stressed the need for tools, partners, and platforms that can keep pace with modern go-to-market timelines. The focus wasn’t just on fast data delivery, but on creating agile systems where insights can be absorbed and acted on in near real-time.
Data Quality Is Under a Microscope
In the wake of a $10 million survey fraud scandal, sessions across the conference doubled down on the importance of trustworthy data especially as we integrate more AI into our research products.
Procter and Gamble’s Tia Maurer (Group Scientist) tackled the industry's growing anxiety around the reliability of online panels and survey-based insights. In a landscape where speed often takes precedence, this year’s event served as a critical reminder that quality cannot be an afterthought. Clients want insights they can act on—but they also want to know those insights are real, representative, and resilient.
The “One-Size-Fits-All” Model Is Dead
Customization was a consistent theme across sessions. The Nestlé team showcased how today’s brands demand modular, flexible research frameworks that adapt to their unique needs. The clear message: tailored insights win but only if they’re also fast, innovative, and scalable.
That sentiment echoed loudly during the panel, “What Do Clients Want?” moderated by Lucy Davison of Keen as Mustard. Panelists Lisa Courtade (Organon), Graham Miller (Logitech), and Deborah Campbell (Verizon) emphasized that insights must directly support business priorities. Their frustration was clear: too many suppliers still send generic pitches - sometimes even with the wrong name, brand, or company referenced.
Customization isn’t optional. Tailor your outreach. Tailor your solutions. That’s what clients are expecting - and demanding.
AI Is Here, But It’s Early Days for Most Others
AI was undeniably the buzzword of the conference (and many other conferences) featured in booth designs, panel titles, and hallway conversations. But beneath the surface-level excitement, many sessions acknowledged a more grounded reality: AI in research is still in its formative stages.
Presentations and panels explored the tension between potential and execution. While companies are eager to integrate AI, most are still experimenting - testing tools, navigating internal adoption hurdles, and working through concerns around ethics, data governance, and transparency. The opportunity is massive, but so is the need for thoughtful implementation, upskilling, and realistic expectations.
Consumer-Centric Research Must Also Be Fun
Yes, the insights industry is moving faster. Yes, client demands are more complex. And yes, the pressure to deliver high-quality results with speed and efficiency is higher than ever. But amid the urgency and the serious tone of many sessions, a refreshing countercurrent emerged: the power of play in research.
In the session “Serious Fun: The Power of Play in Research” from Mattel, Brynn Frawley (Manager – User Testing) made a compelling case for rethinking the tone, format, and delivery of research - not just for children or toy shoppers, but for modern consumers of all ages. Their insights highlighted how playfulness can increase response rates, improve data quality, and deepen emotional connection with the material.
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Across these conversations, the underlying idea was clear: if we want better responses, we need better experiences. In a world of shrinking attention spans and growing competition for consumer time, making research fun isn’t just a nice-to-have - it’s a strategic advantage.
A Final Thought
Washington, D.C. proved to be the perfect setting for this year’s IIEX North America - a city where intelligence meets impact, and where rapid change is part of daily life. As the insights industry navigates challenges in speed, trust, AI, and engagement, one thing is certain: we’re not standing still. We’re evolving. And fast.
THE AUTHOR
Morgan McClure is a Vice President of Business Development for Behaviorally, based in our Chicago office. With over a decade of experience in market research, Morgan has helped businesses of all sizes—spanning food, beverage, retail, and beauty—unlock consumer insights and drive winning strategies. She thrives on understanding what makes shoppers tick and helping brands stand out in a competitive landscape.
Beyond the world of research, Morgan plays to win in all aspects of life. An extrovert who thrives on connection, she’s a Bon Appétit and New York Times recipe explorer, a wine enthusiast, and a dedicated fashion & beauty trend hunter.
