Reimagining Consumer Understanding at IA CRC 2025

At the 2025 Insights Association Corporate Researchers Conference (IA CRC), one message resonated throughout every session: the playbook for consumer insights is being rewritten. It is not about adding more frameworks, but about sharper focus, braver innovation, and a deeper respect for authenticity. Traditional metrics and approaches are no longer sufficient, and today’s insights professionals must navigate a world where consumer expectations evolve faster than ever.

Gen Z Isn’t Just a Segment, They’re a Signal

Gen Z presents a unique challenge and opportunity for brands. While they may not yet hold household buying power, their influence on culture, social trends, and family purchasing decisions is enormous. Their candid feedback in qualitative research cuts through performative answers and groupthink, giving brands a truer reflection of perception. Consider Nike: by staying authentic to its mission, it resonates with Gen Z in a way that trend-chasing brands often cannot. For organizations, hearing “Gen Z thinks we’re mid” is not just a note in a report, it is a signal to recalibrate strategy, messaging, and product innovation. Listening to Gen Z is not optional, it is a strategic imperative that can forecast market shifts before they happen.

Experience Is the New Shelf Space

PepsiCo highlighted a sobering statistic: only 11% of innovations survive beyond their second year. This reality forces brands to rethink how they connect with consumers. Rather than chasing ephemeral trends, the focus must shift to creating experiences that resonate in meaningful ways. Experiences span beyond the physical product and live in culture, entertainment, fashion, and digital engagement. Brands that embed themselves into consumers’ lifestyles create loyalty that outlasts novelty. In other words, the “shelf” is no longer just a retail fixture, it exists everywhere the consumer chooses to spend their time and attention.

AI Isn’t Replacing Researchers, It’s Challenging Them to Evolve

AI is transforming how insights are generated, but it is not a replacement for human judgment. Synthetic data, as seen in use cases from companies like Chobani and Kraft Heinz, can accelerate learning and model potential outcomes. Yet it also introduces challenges, requiring researchers to know when it is appropriate to lean on synthetic data versus when real respondent input is essential. Understanding issues like model drift, bias, and contextual limitations makes the difference between actionable insight and misleading conclusions. At Behaviorally, our myBehaviorally platform reflects this balance: it applies AI to structure and scale research, but always with data drawn from real shoppers and grounded in human expertise. For researchers at every stage of their career, the skill is not just using AI but questioning it, ensuring technology enhances rather than replaces authentic consumer understanding.

Strategy Over Efficiency

Finally, the role of the insights professional is shifting from data provider to strategic partner. Delivering insights is no longer enough; research must influence decisions in real time. This means being deliberate about the products developed, the stories told, and the evidence trusted. Efficiency in process is important, but it cannot overshadow the ultimate goal, which is impact. Strategic insight requires thoughtful interpretation, clear communication, and the courage to challenge assumptions. Professionals who embrace this evolution will not just report what consumers do, they will shape what they experience and how they perceive your brand.

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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.

Connect with her on LinkedIn!