IIEX APAC 2025 brought together some of the brightest minds in insights and innovation, offering a glimpse into the future of market research. From AI-driven methodologies to new business models, the event underscored the shifting landscape of consumer understanding. Here are five key trends that emerged from this year’s discussions:
The Rise of AI-Powered Qualitative Platforms
AI-driven qualitative platforms like BoltChatAI and Yasna are gaining traction. These tools promise efficiency and cost savings, yet industry leaders agree that AI-driven insights still require expert oversight. Experienced researchers—whether on the agency or client side—are essential to refining outputs, ensuring contextual understanding, and maintaining research integrity.
At Behaviorally, we recognize the power of AI in enhancing insights generation while balancing it with human expertise. Our AI-enabled solutions, like GLADYS, streamline qualitative data analysis, providing faster and more actionable consumer insights without losing the depth that only human interpretation can offer.
The Evolution of Insights: Not Dying, But Transforming
The insights industry is not facing extinction but rather a transformation. Traditional methods that rely heavily on retrospective analysis are giving way to AI-driven, predictive approaches. Passive data collection techniques now allow researchers to anticipate consumer behavior without direct questioning, unlocking a new dimension of insights.
This shift means researchers must adapt—moving from data collectors to strategic advisors who validate and ethically apply AI-generated insights. The demand for professionals skilled in AI, behavioral science, and strategic thinking has never been greater.
The Era of Real-Time Intelligence & The “Smile of Impatience”
Long gone are the days of static PowerPoint reports with weeks-long turnaround times. Brands now expect real-time consumer feedback through always-on intelligence platforms. This shift raises critical questions about the value of expertise—how do researchers stand out when data analysis is becoming increasingly commoditized?
Behaviorally addresses this challenge with our AI-powered Pack.AI™ and PackPower Score, which provide instant insights into packaging performance, helping brands make decisions at the speed of business. By combining technology with behavioral expertise, we ensure insights remain actionable and impactful.
Breaking the Recruitment Wheel: AI-Generated Synthetic Consumers
Recruiting respondents for market research has long been a challenge, but AI is introducing a paradigm shift with synthetic consumers—AI-generated personas that can simulate consumer responses. While these tools offer cost-effective and scalable solutions, they also raise ethical questions and require rigorous validation to ensure they accurately reflect real-world behaviors.
At IIEX APAC, discussions highlighted that market research must become a two-way street, engaging consumers in co-creation rather than merely observing them. New business models, such as Market Research-as-a-Service (MRaaS), are emerging, offering always-on, subscription-based insights rather than one-off projects.
Future-Proofing Research: A Framework for Innovation
To stay ahead, businesses must adopt a “future-back” approach to research, focusing on innovation opportunities rather than just reacting to trends. This means identifying Jobs-To-Be-Done (JTBD), understanding consumer needs and tensions, and experimenting with new methodologies. Companies like Meta and Gojek showcased new tools for measuring cross-platform effectiveness and balancing online and offline consumer experiences.
For insights professionals, the key takeaway is clear: the future belongs to those who can integrate AI, behavioral science, and strategic thinking while maintaining ethical standards. By aligning research with organizational goals and fostering transparency, businesses can empower people through change and ensure long-term success.
Looking Ahead
IIEX APAC 2025 made it clear that the insights industry is at a pivotal moment. Traditional methods are evolving, AI is reshaping research, and businesses must adapt to remain competitive. At Behaviorally, we continue to embrace these changes, leveraging cutting-edge technology while staying rooted in the principles of behavioral science.
As the industry evolves, so too must our approach to consumer understanding. The future is not about replacing researchers with AI—it’s about enhancing our ability to drive smarter, faster, and more meaningful insights.
Contact us today to learn how Behaviorally can help you navigate the future of insights with AI-powered solutions and human expertise.
THE AUTHOR
Nichole Gu is the Managing Director of Asia at Behaviorally, based in Singapore. She oversees operations throughout the APAC region including Singapore, China, Australia, and the Middle East. Nichole specializes in building strong client relationships and understanding consumer decision-making through a behavioral framework. She provides actionable insights for driving shopper growth. Prior to Behaviorally, she held various senior positions at firms in the region, including Kantar (TNS & Research International) and PRS IN VIVO.
