The insights industry isn’t standing still, and neither is the conversation about where it’s headed. That was the energy at IIEX North America 2026 in Washington, D.C., where the world’s most forward-thinking insights professionals, researchers, data scientists, and innovators came together to challenge assumptions and push our function forward.
Our team at Radius was on the ground, and one message came through loud and clear across sessions, keynotes, and conversations: Insights has a bigger role to play, but only if we evolve from delivering research to driving decisions.
Here’s what we heard.
1. The insights function as we know it will cease to exist, and that’s the opportunity.
That’s not a threat. It’s a rallying cry. As Pam Forbus, SVP and Global Chief of Insights & Analytics at Mondelēz International, put it: “The function as we know it will cease to exist and what we build in its place will be far more powerful.” The future of insights will require us to speak the language of the business, connect human understanding to growth, risk, innovation, and margin, and help leaders act with greater confidence in the moments that matter.
2. AI adoption is widespread, but depth is still shallow.
The latest MRII research made this one impossible to ignore. While AI is showing up across insights workflows, only 13% of professionals reported it’s fully embedded in their day-to-day work. Forty percent said they use it occasionally. The tools are there. The integration isn’t yet. The gap between experimenting with AI and truly operationalizing it is where the next competitive advantage lives.
3. Speed wins, but only when paired with human judgment and strategic insights expertise.
AI can move us faster. Human judgment coupled with strategic insights expertise makes it matter. Across multiple sessions, the same idea resurfaced: the strongest applications of AI aren’t about replacing human expertise. They’re about combining speed with validation, emotional intelligence, and strategic interpretation. The next era of insights won’t be won by speed alone. It will be won by teams that know where speed helps, where human depth is essential, and how to bring both together.
4. Leaning into Synthetic Personas or not?
AI-driven synthetic personas were a hot topic, with some clients working to develop them at scale for various research needs (claims testing, ad testing, and early-stage concept). Some built them from first-party data and validate against real human responses, others use Digital Twin methodologies. In all cases, teams are using them experiment and learn, and iterate rapidly. The evidence from the conference is clear, these are not replacements for humans, but rather a way to test and learn at speed.
5. Data and creativity aren’t opposing forces. They’re multipliers.
One of the most powerful reminders came from came from Aaron Bisman, SVP and Head of Marketing at Sesame Workshop, where research and creativity have worked side by side for decades to create content that is both emotionally resonant and measurably effective. What Aaron stated is simple: the best ideas don’t come from data alone or creativity alone. They come when both are in the room together, pushing each other to be sharper. That’s a lesson every insights team and every brand can use.
6. Governance isn’t keeping pace with AI ambition.
Here’s the uncomfortable truth: only 28% of insights professionals believe current AI controls and protections are adequate. The excitement is real The guardrails aren’t. Organizations that build governance frameworks now, retaining control of AI’s purpose rather than outsourcing it, will be the ones that scale responsibly while others stall. We as insights professionals need to continue to push ourselves and our colleagues on this area, so that we stay the trusted partners we are today.
7. The value of insights isn’t what you learn. It’s what leaders do next.
This was a thread running through the entire event. The best work is moving beyond reporting what consumers said to clarifying what the business should do. That means connecting consumer understanding to the decisions leaders are trying to make around growth, innovation, retention, margin, risk, and brand relevance. If insights wants a stronger seat at the table, we have to show up in the language of the table.
This is where Radius leads.
This is what it means to be an Agency of the Future, not just tracking where the industry is going, but building the model that gets clients there first. At Radius and ONE Strategy Studio, we combine AI-powered speed with deep human expertise and strategic precision to turn insight into action at the pace the market demands.
We don’t hand over a report and walk away. We help you ask better questions, make faster decisions, and move from brief to breakthrough in days, not months. That’s Speed to Impact, and it’s the standard we hold ourselves to every day.
IIEX 2026 made one thing clear, the future belongs to the teams that pair smarter tools with sharper thinking. We’re already there.
Ready to move at the speed your business demands? Let’s talk.
