Insight leaders discuss the current state of insights and how they're preparing for the opportunities and challenges of 2026.
Adapting to AI Integration
Sofia Gomez (Executive Director, Warner Bros. Discovery) and Michael Viveiros (Senior Director, MyCode Media) stress the need for adaptability as AI reshapes the insights industry. They highlight the value of critical evaluation and literacy around AI tools, where understanding AI limitations—like hallucinations—and emphasizing discernment becomes essential for leveraging these technologies effectively.
Balancing Research Tools for Comprehensive Insights
Mary Anne Fitzgerald (Director of Consumer Insights, Balsam Brands) underscores the importance of using a range of research tools rather than relying solely on one. Her approach to balance allows for a more nuanced understanding of consumer sentiment layered on foundational behaviors. This provides businesses with the agility needed to respond to rapid changes in consumer landscapes.
Embracing Open-ended Questions for Richer Insights
Michael shares that capturing open-ended questions via the Rival platform has significantly enhanced the quality of responses collected. Participants often share more detailed, contextual insights than expected, offering valuable depth that drives a better understanding of consumer motivations.
Insight Communities as Anchors in Uncertain Times
Sofia highlights the importance of insight communities, such as their Warner Brothers A List, as a tool to combat sample fraud in an evolving AI-heavy environment. These communities provide a vital, trusted space for capturing consumer sentiments, ensuring businesses stay connected to authentic voices amidst industry change.
The Power of Video for Empathy and Storytelling
Mary Anne emphasizes how video has transformed consumer research by making it easier to share authentic consumer stories and foster empathy. Through initiatives like thank-you videos from internal sponsors and welcome videos for new participants, her team has successfully strengthened connections and demonstrated the importance of participants' voices.
Understanding Generational Shifts in Preferences
Michael highlights intriguing trends within Gen Z, including their interest in analog experiences like physical banking and manual auto transmissions. This reveals their craving for human interactions and real-world connections in a digital-first existence, contrasting assumptions that Gen Z prefers only online experiences.
Fostering Collaborative Supplier Relationships
Mary Anne and Sofia both emphasize the importance of partnership in supplier relationships, where collaboration and mutual problem-solving take precedence. Evaluating not just technological offerings but the expertise of the people behind them ensures effective partnerships that align to long-term goals.
