5 Things Leading Brands Are Doing to Stay at the Top of the Research Innovation Game

The brands making the biggest impact in research today share one thing in common. They are putting their customers at the center of everything they do. 

Rather than chasing every new tool or trend, they are investing in deeper, more dynamic ways of listening and learning. In 2025, innovation in research isn’t about doing more. It’s about doing it better, building research programs that connect, engage, and reflect the real voices of customers. Here are five trends we’re seeing across organizations leading the way in research innovation: 

Top-performing research teams are opting to combine both quantitative and qualitative feedback methods into their research tool stack. Why? Quant data shows what’s happening, but qualitative methods help them reveal why. Together, they provide the most complete view of the customer.

We’re seeing brands choose to run large-scale surveys to track border long-term consumer trends and behaviour, then use shorter pulse studies or in-depth qualitative interviews to explore the motivations behind those patterns. This layered approach helps uncover the meaning behind every data point and drives more confident decision-making. 

Leading organizations are diversifying where their insights come from. They always prioritize listening first to their customers but when appropriate, will include market-level perspectives through third party sample research. By comparing feedback from existing audiences with inputs from broader samples, brands are able to validate their decision making. This shift ensures research reflects both loyalty and opportunity, what current customers think and what future ones might expect.

Across industries, we’re seeing brands turn research participation into genuine collaboration. Customers are invited into testing, feedback, and co-creation cycles where they can see the impact of their input. This approach strengthens relationships and produces more authentic, actionable insights. When people feel like genuine partners instead of data points, their feedback carries far more honesty and depth, only making decision making stronger and more relevant to customers wants and needs. 

Research leaders are moving away from siloed data ownership. The strongest organizations are sharing insights across departments so that everyone, from product to marketing to leadership,  can work from a shared understanding of the customer. By making insights readily accessible, they’re embedding the customer’s voice into every decision. The result is faster alignment, smarter strategies, and more cohesive customer experiences.

The most innovative brands aren’t waiting for quarterly studies to hear from their customers. They’re choosing to build always-on communities of vetted customers that keep dialogue open year-round. These on-demand insight communities create a continuous feedback loop that helps brands stay ahead of change and make decisions grounded in real and timely input. 

In reality, research teams are often faced with ad hoc requests from across the organization and relying solely on third-party samples can make responding slow and reactive. A dedicated customer community gives brands immediate access to their audiences, allowing them to answer urgent questions, plan strategically, and engage thoughtfully at the same time.

The brands leading the research game in 2025 share one common principle. They keep their customers close and give them a permanent seat at the table. This approach ensures that customer voices are always represented when key decisions are made and positions these organizations to act with confidence, clarity, and relevance.

Join us on December 4 for Innovation Day 2025 to celebrate the organizations redefining what research innovation looks like today. Hear from this year’s Delta Award winners and discover how leading brands are shaping the future of insight-driven growth.

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