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 29 – August 4, 2025)
AI and Tech Innovations in Market Research
- Comscore unveils AI Data Partner Network. The new network converts partners’ ID-based datasets into privacy-first, ID‑free audiences using Proximic by Comscore’s predictive AI; launch partners include AnalyticsIQ, Circana, Dynata, Eyeota, TransUnion, Polk Automotive Solutions and more.
- Behaviorally debuts MyBehaviorally pack design platform. A global, self-serve pack design intelligence tool featuring the PackPower Score, competitive benchmarking, shareable scorecards, and diagnostics tied to Behaviorally’s packaging database.
- Pureprofile adds flexible AI coding (powered by inca). A new complement to its AI Coding suite lets researchers rapidly edit, refine and scale analysis of open-ended responses with real‑time, multilingual NLP and adjustable codeframes.
- New Possible launches large‑scale digital “Focus Groups.” The employee‑insights platform’s new qual tool supports up to 500 participants with follow‑ups, plus AI‑based clustering to theme feedback.
- Cint launches Cint Engage (beta) for audience monetization. A reimagined panel management platform connected to Cint Exchange with built‑in fraud defenses, global reward management, conversion optimization, and reporting—positioned as a growth engine for communities and publishers.
B2B Market Research Developments
- STRAT7 Audiences introduces “Specialist Audiences.” A recruitment service using proprietary tech, AI and human verification to source senior executives and niche professionals; Tom Francis named head of the unit.
- Guideline forms a Data Insights Service. The advertising data firm’s new unit blends proprietary ad spend/pricing signals, third‑party overlays and AI/ML pattern detection; ex‑NBCU executive Sean Wright appointed Chief Insights & Analytics Officer.
- NIQ deepens telecom coverage. Anastasia Bournelli becomes VP, Global Mobile Network Operators, as NIQ expands its tech & durables strategy and telecom analytics footprint.
Partnerships, Mergers, and Acquisitions
- Aonic acquires Prime Insights (~$250m). The Stockholm‑based games and tech group buys the ResTech firm to build a unified global rewards/data platform; Prime Insights CEO Benjamin Ritzka remains and reinvests.
- Nielsen teams with InfoSum. Nielsen Marketing Cloud data (including ID graph and segments) becomes available within InfoSum’s collaboration platform in the US, UK and Canada.
- Médiamétrie x AudienceProject. Partnership accelerates France’s cross‑media video ad measurement, targeting deduplicated reach/frequency across TV and digital; scaled launch planned for Q1 2026.
- STG buys Yodlee. The PE firm behind SurveyMonkey (Momentive), Onclusive and Escalent adds financial data platform Yodlee, underscoring adjacent‑data consolidation with implications for insights workflows.
Industry Leadership & Organizational Changes
- Sprinklr names CRO; CFO to depart. Former Dell SVP Scott Millard becomes CRO; CFO Manish Sarin exits mid‑September as the firm reports Q2 revenue up 8% to $212m.
- M/A/R/C Research taps Stacey Bell as VP, Insights & Strategies (Regulated Sciences). Bell brings two decades of public‑health and regulatory research leadership spanning FDA, CDC and NIH programs.
- Alan Turing Institute to transition CEO. Dr. Jean Innes will step down later this year as part of a transformation programme at the UK’s national AI research institute.
- Quality & standards: Toluna USA earns ISO 20252 certification. CIRQ certifies Toluna USA to the global research standard (2019 version), reinforcing transparent, consistent, documented project processes.
Expert Insights & Thought Leadership
- Data trust = willingness to pay. Forsta/Press Ganey report finds 66% (UK) and 71% (US) of consumers would choose a more expensive brand they trust with their data—spotlighting CX and privacy as competitive moats.
- Rethinking benchmarks. Research Live op‑ed argues norms must evolve with today’s consumers and contexts, cautioning against legacy benchmarks that anchor to yesterday’s reality.
- Face‑to‑face’s case in an AI era. UK viewing facilities launch the Power of Presence (POP) campaign to articulate the unique value of in‑room research alongside AI.
