In a recent episode of MRII’s Insights and Innovators Podcast, Simon Chadwick, founder of Cambiar and a visionary in the market research field, shared his thoughts on the evolving landscape of insights. Interviewed by Jon Last, an MRII Board member, the conversation explored the challenges, opportunities, and essential skills for success in today’s dynamic environment.
Here are five key questions and answers from the conversation, edited for brevity and clarity, highlighting the most compelling insights Simon offered during the podcast.
1. How Has the Market Research Industry Changed?
The industry has changed dramatically since I first entered it. While our goal remains the same—providing accurate, impactful insights—the way we achieve that has completely shifted. When I started, the average project took 10 to 12 weeks. Now, it’s more like one to three days. That speed is fueled by over $60 billion in venture capital investment, a figure that would have been unthinkable a decade ago. Ownership has shifted too—about 75% of the industry is now held by private equity. It’s the same need, but a very different ecosystem delivering it.
2. You Talk About ‘C-Suite Amnesia.’ What Do You Mean and Why Does It Matter?
C-suite amnesia is something I’ve seen firsthand. During COVID-19, insights teams were indispensable. Executives depended on us to navigate uncertainty, and the research we provided had a direct, positive impact on company performance. We finally earned our seat at the table. But by 2023 and 2024, layoffs began. Leaders seemed to forget the value we delivered. They assumed those challenges were behind us and cut back on insights functions. That’s what I mean by amnesia—the tendency to forget how critical insights can be when times get tough.
3. Is AI Transforming Market Research, or Is It Just Hype?
AI is both exciting and overhyped. It’s brilliant for scaling qualitative research and accelerating analysis, but it falls short when it comes to storytelling. AI can crunch numbers, but it can’t explain what those numbers mean in context. Humans still need to shape the narrative. What excites me is how AI enables us to rethink traditional methods, but success lies in balancing technology with human insight. The companies that merge those strengths will be the ones that thrive.
4. What Are the Critical Success Factors for Insights Professionals Today?
Speed matters, but it’s not the ultimate value driver. What’s really changing the game is the integration of data and insights functions. Over the past 10 to 15 years, research has fragmented into specialties—CX, UX, analytics, DIY platforms. Now, we’re seeing a trend toward reintegration. Companies are pulling these functions back under one roof, alongside platforms like Salesforce and HubSpot. If this momentum continues, insights teams will become central to decision-making again. That’s where we can have the most impact.
In my consulting workshops, I often ask how many people have read their company’s annual report or listened to an investor presentation. Few hands go up. If you want to lead, you need to understand how businesses operate and how your insights drive real outcomes. That’s what transforms a researcher into a trusted advisor.
Simon Chadwick, Founder & Managing Partner, Cambiar Consulting
5. What Skills Will Future Leaders in Market Research Need?
About 10 years ago, Ian Lewis and I wrote a book where we outlined three types of people who would shape the future of insights: specialists, synthesizers, and polymaths. That framework still holds true.
- Specialists dive deep into areas like social listening and advanced analytics.
- Synthesizers combine multiple data sets to uncover holistic insights.
- Polymaths connect the dots, identify what matters, and communicate it effectively.
But there’s one more thing: you need business acumen. In my consulting workshops, I often ask how many people have read their company’s annual report or listened to an investor presentation. Few hands go up. If you want to lead, you need to understand how businesses operate and how your insights drive real outcomes. That’s what transforms a researcher into a trusted advisor.
Final Thoughts:
Simon Chadwick’s insights remind us that success in market research hinges on adaptability, technological fluency, and the ability to translate data into compelling, business-focused stories. As the industry continues to evolve, staying curious, proactive, and strategically minded will be key to staying ahead of the curve.
For more insights from Simon Chadwick, listen to the full episode of the MRII Insights and Innovators podcast or visit mrii.org
