Research Is Changing and It’s Not Just About AI

3 of the biggest takeaways from Alida’s Innovation Day 2025

At this year’s Innovation Day, celebrating Alida’s 25 years of insights, experts from across the industry, including Stan Sthanunathan, Executive Chairman, i-Genie.AI inc, and insight leaders from some of the world’s most influential brands including Pokerstars and Morning Brew, shared their perspectives on what’s shaping the next era of research. Despite their different backgrounds and areas of expertise, one theme surfaced time and time again:

The future of research will not be defined by automation or by the rush to attach AI to every single workflow. It will be defined by the people who know how to communicate truth, stay close to their users and innovate with purpose.

Across every session, a new playbook for modern research began to take shape. It pointed to a future where researchers who embrace curiosity, connection and courage will stand out, no matter how quickly technology accelerates. Here are four of the major takeaways and what they mean for the next generation of researchers: 

Stan’s keynote reminded everyone that influence does not come from volume. It comes from clarity. Researchers earn a seat at the table when they reframe familiar information in unfamiliar ways, when they remove unnecessary details and when they are willing to create moments that shift a leader’s perspective. The ability to turn complexity into meaning is becoming an essential strategic skill for researchers. 

Stan also highlighted the attitudes that make this possible. Bravery that protects the truth even when it is uncomfortable. Curiosity that keeps pushing to understand the why behind the data. Confidence that signals to an audience they can trust what they are hearing. In a world where information is abundant but attention is scarce, these traits are becoming the line between insights that get noticed and insights that change direction.

AI inevitably surfaced throughout the event and with good reason. The conversation around it feels oversaturated, yet it is still necessary because the industry has not truly figured out how to use it to its full potential. AI is not here to replace researchers unless researchers allow it to. As Stan put it, believing AI will replace you becomes a self fulfilling prophecy. Treating it as a thinking partner, however, will make you sharper, faster and more indispensable.

There was also a clear warning about synthetic data. Without a clean foundation, synthetic respondents simply recreate the flaws already polluting the data ecosystem. It becomes garbage at scale. AI can help with rapid idea screening and early exploration, but strategic decisions require human judgment, contextual understanding and an ability to see beyond the surface. The researchers who thrive will be the ones who use AI with intention rather than enthusiasm.

3. Community powered insights are quickly becoming the new gold standard. 

 In their fireside conversations, PokerStars and Morning Brew both described a future where the strongest insights come from genuine, long term relationships with real people. Community is not simply a tool for faster turnaround. It is a trust engine. It gives researchers access to context that one off surveys cannot provide and creates a stamp of truth that stakeholders rely on when making decisions.

PokerStars emphasized the importance of remembering how to talk to humans. Member experience becomes part of the brand, and the quality of that relationship directly shapes the quality of the data. Morning Brew added another dimension. Community has become their source of speed. Their team can move from idea to answers in a matter of days because their research system is always on and always connected to real customers. These conversations pointed to an important shift. Teams

4. The researchers who thrive next year will be the ones who stay curious and keep experimenting.

A common thread across the entire event was that this is not the moment to scale back on research. It is the moment to lean in. Companies need validation earlier than ever. They need insight programs that can spot signals before they become problems.

Researchers who try new methods and test ideas sooner will deliver more strategic value. Those who bring customers into the process early will avoid unnecessary misfires. Those who treat research as a continuous cycle rather than an isolated task will be the ones shaping smarter decisions. As Morning Brew put it, you have time for research and in this economy you cannot afford not to make that time.

Looking ahead to 2026

The future of research is not being defined by technology alone. It is being defined by the people who use technology thoughtfully and who elevate the fundamentals of the craft. Strong communication. Deep curiosity. Real human connection. Bravery in the face of uncertainty. 

Innovation Day 2025 made it clear that researchers who embrace these qualities are not just adapting to change. They are leading it. If this year is any indication, the next chapter of research will belong to those who think differently, communicate with conviction and stay closer than ever to the people behind the data.