2024, A Year in Review: Tech, Talent, and Tough Demands

As 2024 draws to a close, global insights experts from the Worldwide Independent Network of Market Research (WIN) reflect on the most significant challenges the industry has faced this year. From navigating the complexities of integrating AI into human-driven workflows to managing employee well-being under the strain of rising demands, researchers have grappled with a rapidly evolving landscape. These hurdles have tested adaptability, innovation, and resilience, offering valuable lessons for the future.

2024 Insights Challenges: AI Takes Centre-Stage

It will come as no surprise that artificial intelligence (AI) topped the list as one of the biggest challenges of 2024 in the research and insights world. WIN members recognise AI’s potential to elevate their work, but integrating human processes has been a complex experiment.

1.        The need to balancing AI with human thinking:
Urpi Torrado, CEO of Datum International from Peru, emphasizes a balanced approach, committing to ensure that AI solutions “complement human intelligence, demonstrating to our clients the transformative potential of a hybrid approach” while also “training on the latest technologies and fostering skill development” to stay at the top of their game.

Estefanía Clavero López, senior partner at Instituto DYM in Spain, comments that while the technology offers exciting opportunities, it is a constant challenge to “best integrate it into workflows without compromising the human touch… a touch but essential task”.

2.        Dealing with ever growing Data Security compliance requirements:
Another prevalent challenge in 2024 is adapting to stricter data security regulations. Trainer and Facilitator from Produkt + Markt, in Germany, explains that developing ‘out of the box’ solutions for clients “is a balancing act, demanding both compliance and creativity in equal measure.”

3.        Ensuring Employee Well-Being:
A third hurdle for members has been managing employee well-being as budgets tighten, costs rise, and researchers struggle to improve the quality of their results.

On top of day-to-day workload and keeping up with the evolving industry, prioritising staff well-being has become difficult. Chie Michihiro, Executive Researcher at Nippon Research Center, questions: “How do we decrease turnover? How do we maintain their physical and mental health?” while juggling these demands.

Tech Transforms Research – But Not Without Challenges

There is no doubt that the rapid changes in technologies have impacted the way researchers work. AI and other technologies have streamlined our work, from gathering and processing vast amounts of data to doing standardised tasks to administrative work.

However, Senior Researcher and Sample Manager at Motivaction International in the Netherlands, Maaike Zijderveld, highlights a challenge: “Standardised work is done for me, however it requires a lot of thought to check”.

Estefanía Clavero López notes that despite its benefits, “it also means constantly updating our skills to keep up with new tools and methodologies,”

Heiner Junker adds that the complexity is when “managing varied client requirements… to uphold exceptional data protection standards.”

Future-Proofing Insights: Continuous Learning

In addition to other tech-related skills like being able to facilitate training, and cyber awareness, the rise of AI means the ability to handle and work efficiently with it has become non-negotiable. Tech adaptability is also crucial and requires “a willingness to continuously learn and embrace change”, says Estefanía Clavero López.

Alongside technical skills, Heiner Junker highlights that core research principles and methodologies remain a foundation that “ensures the highest quality and validity of insights”.

Beyond technical skills, critical thinking, analysis, and storytelling are a priority in 2024. Richard Colwell, President of WIN and CEO of RED C Research, explains that these skills demonstrate to clients “how valuable our human understanding and connections are for their business” within a progressively tech-centred industry.

Keeping Up with Client Satisfaction: Faster, Cheaper, No Compromises

As client expectations evolve, researchers are under increasing pressure to maintain their satisfaction. Clients still expect cutting-edge insights that help them stay competitive, but now, they want it cheaper, faster, without compromising quality. Nearly 70% of respondents reported this, with some indicating that clients are expecting AI to achieve this effortlessly, but, as Maaike Zijderveld puts it, they’re unaware of “the checks involved in order for us to completely trust the data”.

Richard Colwell adds that there has been “lots of interest from clients on the ability of synthetic data to make things cheaper and faster.”

The development of technology demands push researchers to stay one step ahead of their clients, fully informed about the latest tech to confidently advise them when needed – adding another layer of pressure keep up with client satisfaction.

Optimizing workflows has been a top priority: researchers must stay at the top of their tech game, all while managing tighter budgets and timeframe. We circle back to one of the three main challenges of 2024: where does this leave employee health and well-being?

Looking forward

2024 has been a year of navigating new technologies and rising demands. As the industry looks toward 2025, the focus will remain on striking the right balance between leveraging technology and maintaining the human touch that delivers truly impactful insights. By continuing to prioritize innovation, adaptability, and well-being, the insights industry is poised to navigate these challenges and emerge stronger than ever.