Welcome to twir — the weekly show delivering AI-powered summaries of market research news and insights. Each week, we scan and ingest media from top blogs, podcasts, articles, and reports, distilling the key trends shaping the industry. Best of all, twir episodes learn and get smarter over time, building a POV on an archive of past news and trends.
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Episode Summary: AI, Innovation, and Market Research Trends (September 26 – October 2, 2025)
AI and Tech Innovations in Market Research
- Ipsos launches InnoCPT for agile concept–product testing on Ipsos.Digital, using behavioral science and a large innovation benchmark to forecast trial and repeat.
- FlexMR debuts InterviewMR for large‑scale qual, enabling both depths and 20+ participant groups inside InsightHub.
- Signoi adds “Concept Test Mode” to its AIBODS persona simulation, enabling quant testing against deep AI personas with reported ~80% predictive accuracy.
- Yabble expands Virtual Audiences with image‑based concept testing, combining qual feedback and structured ratings from AI personas.
- i‑Genie raises $7.5M to scale its agentic insights platform and multi‑market coverage.
- Klaviyo rolls out autonomous Marketing & Customer Agents, a signal for MR teams exploring rapid content and messaging tests.
B2B Market Research Developments
- Emporia publishes Field Notes (Edition 2): Benchmarking Digital Twin Efficacy for B2B research—reporting MAE 0.44 and 28–34% lower error vs. baseline/neutral/random, with guidance for early‑stage concept and messaging work.
- Comscore announces recapitalization to fund next‑gen audience measurement—implications for B2B media buyers and publishers.
- Dashmote secures $6M (Series A1) to advance its GenAI field‑sales agent and expand in the U.S.
Partnerships, Mergers, and Acquisitions
- Medallia deepens its Adobe partnership around AI Agents to personalize journeys with experience data.
- Circana partners with Ibotta on integrated sales‑lift measurement for promotions.
- Vimeo integrates NPAW analytics to deliver enterprise streaming intelligence.
Industry Leadership & Organizational Changes
- Kantar names Paul Zwillenberg CEO (effective Jan 1 for day‑to‑day leadership).
- Nielsen hires Sacha Weinberg as SVP, Brand Marketing & Strategy.
- Walnut Unlimited: Laura Ablett becomes MD as Jane Rudling retires.
- Echo Research appoints Nick Thomas as fractional CFO.
- Semrush adds Abby Miller (CCO) and Tara Haas (Chief of Staff).
- Emporia hires Scott Wallace as VP, Client Solutions (ex‑Dynata, Savanta).
- ESOMAR rebrands to “Esomar,” aligning with a season of brand refreshes that also included the Insights Association.
Expert Insights & Thought Leadership
- Burke launches “Gravity Points,” an empathy‑driven CX prioritization framework.
- Esomar Awards highlight high‑impact research; Ipsos receives a Gold Research Impact Award at Congress.
