Provide strategic marketing intelligence & customer insight
ShareResearch and insight is vital in influencing strategic business and policy decisions. It is a key element of the Professional Development Framework and looks to widen skills, from basic research principles to developing as leaders informing strategic change and delivering actionable research, insight and intelligence.
Knowledge, Skills and Attitudes
1. Provide actionable recommendations to inform strategic business decisions based upon quality research and insight
2. Evaluate behaviour change from marketing communication exercises
3. Evaluate and select appropriate research solutions for given research contexts
4. Undertake competitor analysis and provide intelligence
5. Manage elements of marketing communication and/or research and insight process
6. Understand, use and application of insight within an organisation for business success
People Power: The Original Research Tech
Webinar
Understanding social and business phenomena means humans understanding humans, both what’s expressed and what’s unspoken. In this sense, the human brain is the original research tech.
The future of AI in research: Sustainability, cost, and responsible scale
Webinar
The future of AI in research is often portrayed as a race for larger models, more GPUs, and faster infrastructure. Success is commonly measured by computational scale. Yet this narrative overlooks a growing structural challenge: the financial, environmental, and operational costs of AI systems are rising faster than their practical returns.
The Alchemy of Insight: Technology, Hype, and the Search for Truth
London
The market research industry has spent 80 years rapidly reinventing itself, engaging in a form of modern alchemy, chasing the dream of turning messy human behaviour into clean, predictable data, hoping each new technology will be the magic solution.
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©2026 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk
The Market Research Society (MRS) is the world's leading research association. For all those who need, generate or interpret the evidence for making good business and policy decisions. Click here to find out more about us.
©2026 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk