After close to 30 years in market research, I have seen just about everything. The good, the bad and the “why are we even doing this” moments.

The UK insights sector alone generates £18.7 billion annually. Yet 83% of insights functions face budget pressures, and teams are being downsized at an accelerating rate. This paradox signals something structural, not cyclical.

When volume outpaces interpretation

The growing need for transparency, documentation, and human oversight in AI-assisted research

The AI revolution threatens jobs, workflows, and research structure. Concerns about online panel quality fuel debate about their future. Research needs a guiding principle, and the ICC/Esomar Code is that North Star.