As we look ahead to the 2025 Tony Cowling Foundation Annual Event, anticipation is building for what promises to be another landmark gathering of the global market research community.
We sat down with Dr Christopher Goard, Chair of the Board, to hear his reflections on what makes this year’s event special, why innovation is at the heart of the Foundation’s mission and what attendees can expect from this dynamic and future-focused programme.
What excites you most about the upcoming gathering?
This is our opportunity to share the developments and successes at TCF during the year. We can reach out to partners, researchers, agencies and academics to continue promoting innovation and development across the industry internationally.
What themes or ideas do you expect will dominate discussions at the event?
Part of the fun of innovation is we don't always see where it's coming from – the Black Swans that no one thought of! However, the big mover at the moment is undoubtedly AI. That brings with it many questions around data accuracy, replicability and reliability. All of this matters, because research is primarily used to inform business decisions, and those decisions must be reliable. For us, 'Truth' is central to the industry’s continued success and credibility.
How will the event continue to support and elevate emerging voices in the industry?
We plan to hear from recent innovators so they can explain, first-hand, what it means to them and how their business is developing as a result. It’s ongoing work and ongoing people development – in progress.
Why is the Tony Cowling Innovation Award such an important part of the event?
The Innovation Award is central to our mission because innovation is the lifeblood of this and most other industries. We hope to hear from past Award participants at the event, as we have done in the past.
How does this event foster collaboration across the sector?
In simple terms, innovation is about what you know and collaboration is about who you know! We encourage people to get together, share experiences, ideas and aspirations. One of our TCF values is Integration – we actively welcome people from all countries, market stages, business development stages and sectors. We are all internationalists in a global industry and we may also be able to introduce investors to suitable projects.
What would you say to someone thinking about attending for the first time?
If you have an interest in developing ideas for the future, this is a great environment to hear what's being done by people actively engaged in doing it! If you’re looking for like-minded people – or people who will challenge your thinking – then come along, get engaged, and enjoy the conversation.
What’s your personal hope for this year’s event?
What I’m looking for is continuity – to see the Foundation grow and encourage bright individuals from around the world to bring forward their ideas and help fuel the industry through innovation. The more, the merrier!
Join Us in October 2025
The 2025 Tony Cowling Foundation Annual Event will take place this October and is open to students, researchers, businesses and anyone interested in the future of market research. Whether you're hoping to attend, speak, or partner with us, there are plenty of ways to get involved.
Find out more and register your interest here:
https://www.tonycowlingfoundation.org/event-2025
Innovation Award applications are still open:
Submit your entry for the 2025 Tony Cowling Foundation Innovation Award:
https://esomar.org/esomar-awards
