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 (October 31 – November 6, 2025)
AI and Tech Innovations in Market Research
- GWI pipes representative data into Anthropic’s Claude
GWI announced an integration that lets clients query its “real data from real people” inside Claude, with Salesforce and ChatGPT integrations to follow. The connection uses GWI’s Model Context Protocol and spans 3B consumers across 50+ markets—positioning verified datasets as a guardrail against LLM hallucinations. - Recollective launches AI “Conversation Task” moderator
The Canadian qual platform introduced an adaptive AI that runs authentic one‑on‑one dialogues at scale (hundreds or thousands), in any language, with auto‑summaries, transcripts, and multilingual analysis—effectively compressing the timeline for depth interviews. - Peekator rolls out a rebuilt, mobile‑first survey suite
The new release adds 20+ question types (incl. MaxDiff, Conjoint, Van Westendorp, heatmaps), AI probing for open‑ends (including voice responses), automated coding, one‑click editable PowerPoint exports, and layered fraud detection before/during/after fieldwork. - iMotions 11 adds ML‑assisted workflows and broader sensor support
The Smart Eye–owned behavioral research platform upgraded visualizations, automation, and multi‑sensor integrations (e.g., native fNIRS, Smart Eye Pro v12, Pupil Labs Neon, Biosignalsplux), plus multiface emotion analysis—aimed squarely at faster, deeper human‑behavior insights. - Attention + brand lift for Uber Advertising
Adelaide’s attention metric (AU) and Kantar’s brand‑lift data combine into “Custom AU” for Uber Advertising, tying attention signals to outcomes for a more predictive quality framework. - Adjacent but notable: $100M for MoEngage’s AI engagement suite
The funding will scale Merlin AI agents and expand teams in North America/EMEA; MoEngage blends behavioral analytics, consumer insight and activation inside one orchestration layer—another sign of convergence between CX, martech and insights.
B2B Market Research Developments
- RFI Global adds UX benchmarking via iSky acquisition (FSI focus)
The deal brings iSky’s Radar portal (UX journey mapping and performance benchmarking across banking/insurance apps and sites) into RFI’s syndicated consumer and business interviewing engine—uniting needs‑based survey intelligence with competitive digital UX tracking. - Dialogue raises $6M to speed product/customer research
LA‑based Dialogue debuted with seed funding led by Lightspeed. The platform sources participants and conducts AI‑moderated interviews for product teams—an example of AI accelerating B2B product decision cycles.
Partnerships, Mergers, and Acquisitions
- ID5 acquires TrueData to strengthen privacy‑first identity
The ad‑ID provider bought US identity‑graph firm TrueData, expanding data connectivity and US presence to improve recognition and measurement across devices. - Glassbox acquires Anodot for anomaly‑driven CX alerts
The digital experience analytics firm will embed Anodot’s unsupervised ML to surface early warning signals of behavioral shifts across massive interaction datasets—tightening the loop between detection and remediation. - Kantar Media TechEdge to globalize TRP Research’s AudEx
TechEdge becomes the exclusive global technology provider for TRP’s AudEx cross‑media visualization platform, making dashboards available immediately in the UK and rolling out to 70+ markets.
Industry Leadership & Organizational Changes
- YouGov names Michelle Gelman (ex‑Nielsen) as first Chief Data Officer
Gelman will steward YouGov’s connected data assets (26M panelists) and productize data across Profiles, BrandIndex and CategoryView. - SurveyMonkey consolidates functions under two senior leaders
Katie Miserany becomes Chief Communications Officer & Global Head of Marketing; Sabrina Leblanc is promoted to SVP Sales & Customer Success. Women now comprise 75% of the C‑suite/SVP ranks. - Bovitz appoints Cheryl Berman (former Leo Burnett Chair) as CCO
The ad‑industry veteran will fuse creative strategy with insights across Bovitz (research) and Boombox (marketing). - MrWeb hires Sophie Goddard as Sales Director
The publisher of Daily Research News (DRNO) brings in a dedicated sales lead—reflecting growth of its news and the newly launched InsightClopedia. - Insights Association opens CEO search
The IA Board issued a public call for candidates with applications due by Nov 14, signaling a planned leadership transition at the US trade body.
Expert Insights & Thought Leadership
- Quirk’s: “Everyone’s Chasing AI, but the Winners Aren’t Leaving Their Customers Behind”
A pragmatic take on pairing AI speed with customer closeness to avoid value‑dilution as teams automate workflows. - Quirk’s: “Death by a thousand routine hiccups”
New CX research argues everyday frictions—more than spectacular failures—erode loyalty, reinforcing the business case for continuous measurement and fix‑forward programs.
