New year, new insights! With hiring kicking off, budgets locked in, and strategic ambition running high, here’s what we’re seeing across the research and insight world as 2026 gets underway.

🧭 Quick Pulse: What We’re Hearing

💬 “Our 2026 planning is all about moving faster, even if it has to be with fewer resources.”

💬 “We’re under pressure to use existing data before commissioning more.”

💬 “AI is everywhere – we need senior people who are excited about it and can envision how AI can help evolve our proposition.”

Insight leaders are walking the tightrope between automation and authenticity, with speed and stakeholder trust top of mind.

🔍 The Big Trend: Agile Insight Goes “Always-On”

The ‘project-based’ model of insight is being replaced by rolling feedback loops. Instead of standalone surveys or communities, brands are investing in “always-on” listening across social, CRM, product reviews and micro-surveys.

🛒 Example:Superdrug launched a continuous feedback engine across its app, triggering 1–2 question check-ins at key interaction points. This data is visualised weekly, feeding directly into stock, promo and comms decisions.

2026 will reward teams who treat insight not as a moment, but as a muscle.

🛠 Method Spotlight: Mobile-First Qual

With screen fatigue setting in and diary studies losing steam, mobile-native qual is seeing a resurgence… but smarter this time.

📱 Short-form video tasks  🎤 Voice note prompts  🧠 “In-the-moment” reflections over traditional recall

📦 Example:Gü Desserts used voice diaries via WhatsApp to capture how consumers felt about indulgence and guilt post-holidays. The real, unscripted tone uncovered emotional drivers that traditional surveys missed, feeding into packaging updates launching this quarter.

👀 Brand to Watch: IKEA

IKEA launched a co-ideation lab within its loyalty app where customers help design new storage solutions. Members submit photos of real-life space problems, vote on ideas, and get early product drops.

It’s research, community, loyalty and co-creation all in one.

📈 Results:

– 20K+ submissions in first 6 weeks

– 3 product ideas now in prototype

– 15% increase in app engagement

📊 Smart Stat

🧠 Only 42% of brand teams say they regularly activate insights within 10 days of collection.(Source: GreenBook Q4 Report)

In 2026, speed to action will be vital to businesses more than ever.