The global insights and analytics industry is being urged to rethink how it delivers value to clients, with experts warning that data and dashboards mean little if they do not lead to clear business decisions.
In a new industry commentary, veteran researcher Jason Allsopp argues that while market research firms have become highly efficient at producing information, they often fall short when it comes to translating findings into meaningful action. According to him, clients do not need repeated explanations of charts and percentages but practical guidance on what to do next.
Brandspur Brand News reports that the critique reflects growing frustration among brands and executives who are overwhelmed with insights but struggle to turn them into behavioural change, strategy shifts, or commercial outcomes. The emphasis, analysts say, is shifting from reporting results to interpreting them within real-world constraints.
Allsopp notes that data only gains value when placed in context, including category dynamics, competitive behaviour, regulatory limits, and the realities of customer journeys. Without this, research risks becoming descriptive rather than transformative, offering confirmation rather than direction.
Using the sports betting sector as an example, he highlights how strong brand trust does not always convert into user behaviour. While regulated operators often score highly on credibility, many customers still gravitate towards alternative platforms due to superior user experience, promotions, and personalisation. The gap between perception and action, he argues, is where true insight should focus.
The commentary stresses that effective research must also acknowledge its limits. Consumer intent does not always translate into spending, and not every well-tested idea is practical within legal, financial, or operational boundaries. Helping clients prioritise a few realistic actions, rather than overwhelming them with options, is increasingly seen as the real differentiator.
Industry observers say the message aligns with a broader shift within organisations such as ESOMAR, where emphasis is moving towards impact-led insight and decision support rather than volume-driven reporting.
Allsopp, who is a senior executive at Angus Reid, concludes that the future of market research lies in finishing the story for clients, connecting data to decisions, and ensuring insights actively shape business outcomes rather than decorate presentation slides.
