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Episode Summary: AI, Innovation, and Market Research Trends (June 6–12, 2025)

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AI and Tech Innovations in Market Research

• Snowflake & Acxiom’s AI Alliance: Data cloud giant Snowflake partnered with IPG’s Acxiom to build an AI-powered marketing data infrastructure, enabling real-time insights, seamless data sharing, and enhanced personalization within Snowflake’s environment. The integration promises marketers privacy-safe access to IPG’s rich data and tools (clean rooms, predictive audiences, identity resolution) directly in Snowflake, with an incubation hub for new AI solutions.
• Logit’s Fraud Detection Tech: The Logit Group launched Calibr8, an advanced data quality and fraud detection tool for online research. The system applies eight layers of checks – from blocking VPNs and device fingerprinting to flagging AI-generated text and inattentive behavior – to verify respondent authenticity across any survey platform. “As fraud becomes more sophisticated… the tools we use must evolve in equal measure,” said Logit’s EVP Steve Male, underscoring Calibr8’s role in boosting confidence in insights quality.
• Synthetic Insights via AI Personas: Romania’s DataDiggers introduced Syntheo, a synthetic insights platform that uses AI-driven persona modeling to simulate how target audiences might respond in research. Powered by large language models, Syntheo generates realistic, context-aware survey responses from fictional “personas” mirroring hard-to-reach segments. The firm emphasizes it as a supplementary tool for early-stage concept tests or “what-if” scenarios when speed, cost, or access make full-scale fieldwork challenging.

B2B Market Research Developments

• Social Sector Insights Vertical: RSB Insights & Analytics (India) expanded into social research, formalizing a Social Development practice to deliver high-impact insights for governments and NGOs. Building on a decade of project work in health, education, agriculture and more, RSB assembled a world-class leadership team – including veteran policy researchers Dr. Ashish Panigrahi and Ranjana Saradhi – to helm the new vertical. “Our mission is to strengthen the effectiveness of social welfare programs through rigorous research and actionable insights that help communities thrive,” says CEO Rasik Mhatre, as the team tackles evaluations of community initiatives across Asia and globally.

Partnerships, Mergers, and Acquisitions

• ACKWEST’s African Expansion: New York-based ACKWEST Group acquired Safiyo, a mobile-first consumer insights platform active in 15+ African countries. Founded by Greenfield Online veterans Hugh Davis and Keith Price, ACKWEST gains Safiyo’s intuitive survey platform and on-the-ground panels across markets like Ghana, Nigeria, Kenya, South Africa and Egypt. Safiyo CEO Stephan Eyeson will continue to lead local growth, as ACKWEST eyes faster, “mobile” access to voices in underrepresented markets.
• G2 Embraces Conversational AI: Software reviews marketplace G2 announced the acquisition of unSurvey, an AI-driven surveying platform conducting human-like, moderated interviews. G2 will embed unSurvey’s conversational AI into its 180,000+ product listings, creating a “new kind of review experience…powered by real dialogue, context, and sentiment,” and yielding richer, more nuanced customer feedback for the B2B software world. unSurvey’s Y Combinator-backed founding team, led by CEO Alex David, joins G2 to spearhead its new AI Solutions team.
• Harris Poll Brand Enters UK: Stagwell has retired the Maru brand in the UK, rebranding the London-based research consultancy as The Harris Poll UK. Harris Poll (a venerable name in public opinion research, part of Stagwell since 2017) had been integrated with Maru’s services since Stagwell’s 2022 acquisition of Maru. Maru’s local leadership, operations and legal entity remain intact, but clients now benefit from the expanded capabilities and global thought leadership of the Harris Poll network. “The UK team brings proven capability… we’re proud to have them representing Harris Poll as we move forward under one name,” said John Gerzema, Harris Poll CEO.
• Potentia’s Sports Analytics Play: Potentia Insight (UK) partnered with sports research veteran Matt Roberts (former Formula 1 and Formula E insights lead) to launch a new Potentia Sports division. The move responds to rising demand for data-driven decision-making in sports. Potentia – founded by Suzy Hassan and Colin Clifford in 2023 – will leverage Roberts’ expertise and its own analytics arm (built on a 2023 SigDiff acquisition) to help sports organizations make the most of their data and tackle key commercial challenges. “Working together, we’re well-positioned to help our clients navigate the dynamic sports landscape,” said MD Hassan of the partnership.
• Radius Finalizes Strive Integration: In an M&A culmination, London’s Strive Insight has fully merged into Radius Global Market Research, 18 months after Radius acquired it, and is now rebranded as Radius EMEA. Operating from its same UK office, the unified firm offers clients greater scale – including Radius’s Brand Growth Navigator toolkit and research coverage across 60+ countries – plus increased investment in innovation and AI-driven analytics. Strive’s director Paul Thomas (now leading Radius EMEA) said the rebrand cements their “unified global offering” to brands, while Radius President Jamie Myers lauded the step in building a truly integrated worldwide team.

Industry Leadership & Organizational Changes

• ESOMAR Boosts Americas Representation: Global insights association ESOMAR appointed two new representatives to its Council, addressing gaps in North and South American representation. Sandy Casey, InnovateMR’s SVP of Global Supply (USA), and Mariela Mociulsky, CEO of Trendsity (Argentina), will serve on the governing Council through 2028. The move, allowed by ESOMAR’s bylaws to ensure geographic diversity, was applauded by President Anne-Sophie Damelincourt: “We’re honored to welcome these highly talented, experienced women…fulfilling our goal of being more inclusive.” Both appointees bring decades of industry experience and regional insight to ESOMAR’s leadership team.
• BioVid Names New CEO: U.S.-based life sciences research consultancy BioVid promoted Peggy Hirtle from President to Chief Executive Officer, as company founder Andrew Aprill transitions to Executive Chairman. Hirtle’s elevation comes as BioVid doubles in size and expands its client roster to 40+ pharma, biotech, and medical device firms under her operational leadership. The firm – known for integrating behavioral science and AI-driven analytics via its proprietary CIAIRA platform – has matured from a founder-led boutique to a “robust consultancy” poised for further growth. “This isn’t just a succession plan; it’s the natural evolution of a partnership that has set new benchmarks,” said Aprill, crediting Hirtle with scaling BioVid’s impact while maintaining its innovative edge.
• Emporia Grows Engineering & Finance Teams: Emporia Research added four new team members to its Austin office as part of its continued investment in technology and operations. Huan Nguyen and Brandon Simon join as Senior Software Engineers, Dominic Meconi as a Software Engineer, and Catherine McNeel as Finance Manager. The new hires support Emporia’s mission to scale its programmatic B2B research platform and enhance internal finance operations.

Expert Insights & Thought Leadership

• ESOMAR’s Big Listening Initiative: Amid rapid industry change, ESOMAR launched The Big Research Consultation – a global listening project to gather input from researchers and clients on current needs and challenges. The initiative invites feedback from agency leaders, corporate insights teams, and even non-members to help shape ESOMAR’s future strategy. “Research professionals today are navigating complex ethical terrain, evolving technologies, and growing demands for agility,” noted ESOMAR’s Rhiannon Bryant, emphasizing the importance of “listening deeply” to the community at this pivotal moment.

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