Gathering around 150 researchers from across the country in Los Angeles, the recent Ignite: AI conference presented an intriguing cross-section of an industry in the midst of evolution. The speakers (and our discussions with attendees) made one thing abundantly clear: the conversation is no longer about if AI will change market research, but how it is already demanding a reassessment of everything we do from the ground up.

It’s been a couple weeks since the Insights Association’s Corporate Researchers Conference (CRC), and congratulations are due to the organizers for hosting another fantastic event. We heard from important voices in the industry and learned about trends impacting everyone—from tech partners and sampling companies to agencies and brands.

In today's fast-paced market, the ability to rapidly innovate and adapt is paramount. Traditional market research methods, while valuable, often struggle to keep pace with the demand for quick, iterative feedback. This is where Market Research Online Communities (MROC) emerge as game-changers, providing a dynamic platform for generating insights that can be directly infused into the innovation process, whether traditional or with using agentive concept development.

Interpreting consumer choices through business impact, not just significance tests In survey research, the common reflex is clear. Run the numbers. Check the p-value. Did the difference clear the 95% threshold? Was it “real”, or just noise? That reflex - the data-reflex - works well in many areas of research. Trackers, ATUs, segmentations, and driver analyses often rely on reporting, supported by means or percentages from survey data. In these contexts, significance testing is standard and expected. But conjoint results are different.

I’ve been in pharmaceutical market research for over 30 years. For most of that time, the industry was remarkably consistent. Yes, we saw new tools and methodologies emerge, but they were typically just variations on the same theme. Then came AI—and it has completely changed the game.

Much like scaling a mountain, success in rare disease research doesn’t happen by chance. Every step requires preparation—mapping routes, anticipating risks, and carrying backup gear for the unexpected. Rare disease research is no different: it is a disciplined ascent that demands foresight, planning, and resilience.