1. Focus on Thoughtfulness, a Key MarketVision Value
For 40+ years, MarketVision has been trusted by most of the world’s largest brands. Our clients have worked with us, on average, 14.8 years. Why? Our values – authenticity, craftsmanship, and thoughtfulness – guide every engagement.
In 2025, we will be more purposeful in our work to demonstrate to our clients how our thoughtfulness will uncover insights to drive (confident) action. How? At the beginning of our engagements, together with our clients, we will create a Strategic Insights Framework that outlines the primary business goal, the decisions and actions that must be informed to achieve that business goal, and the business questions we will answer, with proper support from the data, for our clients to make confident decisions and take action. This focus on the business goals, and not just the research goals, will continue to elevate the role of insights and drive business success for our clients.
2. Next Gen
Here at MarketVision, we have made a conscious decision to hire and train the next generation of insights professionals directly out of college. Each year, we hire interns and new employees and train them in the “MarketVision way.” We have seen considerable growth over the last few years and our clients are benefitting from working with our next generation of insights professionals across our three main disciplines – quantitative, qualitative, and communities. The benefit is amplified when our clients are focused on learning how to win with Gen Z in particular; in this case, our work is powered by a talented team of Next Gen professionals who are not just researching Gen Z culture, but they are living it!
I cannot wait to see what the pool of interns and new employees do next to elevate MarketVision and the work we do on behalf our clients; in parallel in 2025, our Gen Z team will be exploring the unique challenges and opportunities Gen Z faces as they navigate the transition into adulthood.
3. Less Tedious Work, More Focus on Strategy
The MarketVision team is excited to explore AI-powered tools and implement tools that augment our research capabilities, allow us to streamline processes and reduce unnecessary and costly labor. Decreasing tedious work (e.g., creating themes from unstructured data) for our team is what I am most excited about! With these tools we can focus our teams on doing what is important – focusing on the areas where human judgement is a must, creativity, and strategy-driven reporting (see #1 above).
In addition, given what seems to be daily changes in AI and Insights, I am looking forward to what our team not only does internally, but industry-wide through participation in the ESOMAR AI Task Force, Insights Association Government and Public Affairs Committee, and the Insights Association Council for Data Integrity.
Cheers to the New Year! If you are interested in hearing more about any of these initiatives, please reach out.
About the Author:
Andrew Zoota
Executive Vice President