Shaping insights into impact

The insights industry is again at a pivotal point in its evolution. Concepts that once generated industry-wide buzz—automation, agile research, and, more recently, artificial intelligence (AI)—have become normalised. As these innovations become embedded in everyday operations, the industry’s gaze shifts towards the next frontier that demands continuous reinvention and strategic debate. In 2024, the global insights industry generated over US$147B in turnover—growing linearly by 8.1% from the previous year. 

In this excerpt from the interview, Tim Wragg, CEO of Human8, shares his perspectives on the evolving insights industry and how his company, Human8, creates impact. You can now read the full interview in the report Forecasting the Data and Insights Industry: A 2027 Outlook.

Wragg agrees that the industry is in flux. The complexity of human behaviour has grown exponentially. He adds, 

We’re dealing with an explosion of data sources, especially unstructured data, and a shift from traditional, people-based research to tech-enabled, multidisciplinary approaches.”

Our understanding of human behaviour has deepened with the emergence of advanced techniques. At the same time, new players, from SaaS platforms to CRM systems, continue to blur boundaries between sectors. For instance, the Research Software sector, including players like Adobe, Salesforce, Qualtrics, Cision AB and Medallia, generated US$62.1B in 2024, growing 11% year-on-year. This fragmentation, Wragg notes, demands a sharper sense of purpose.

Traditional agencies are fragmenting, and smaller players need to define their niche with laser focus. It all comes down to clarity of purpose and value.”

For Human8, the answer lies in bridging the gap between data and action. Wragg describes their approach as one built on collaboration.

That means we don’t just deliver insights; we work differently with clients so we can turn them into strategies that move the needle. We use canvases and collaborative tools to bring clients into the process. That builds ownership and accelerates implementation.” 

When asked about the role of AI in the insights industry, he emphasises how it has become the cornerstone of modern insights work, especially as it allows us to extract faster and often deeper insights from both structured and unstructured data. However, it is not all smooth sailing with AI. Wragg adds that AI is a means to an end and not an end in itself. He explains that AI should be used more to understand human behaviour better and support strategic decision-making while handling this power responsibly.

The biggest threat to our industry is declining data quality, driven by the pressure for speed and cost-efficiency. Add to that the ethical and regulatory challenges of AI—transparency, data protection, responsible use—and it’s clear we need to be proactive.” 

Wragg’s reflections are just one perspective shaping the future of insights. At the upcoming ESOMAR Congress in Prague, he will join other industry leaders to discuss Investment in the age of geopolitics. It promises to be one of the highlights of Day 1 of ESOMAR’s Congress. 

For those preparing to navigate the industry’s next chapter, the full interview and market outlook can be found in ESOMAR’s report Forecasting the Data and Insights Industry: A 2027 Outlook. It combines qualitative insights with data-driven projections to guide strategy through 2027. While not a crystal ball, it may be the next best thing.