The IIEX Asia Pacific 2025 conference was, unsurprisingly, dominated by discussions on AI and its transformative role in market research. From automated moderation to AI-driven data analysis, many sessions explored how technology is shaping the industry. However, some of the most thought-provoking presentations were not necessarily about AI, but rather about innovative research frameworks and cultural insights. Here are my key takeaways from the event:
Past: The Power of "The Good Old Days" in Marketing.
One of the more interesting presentations highlighted how nostalgia, or the appeal of "the good old days," remains a powerful marketing tool. Across different industries, brands have successfully leveraged past memories and emotions to create deep connections with consumers. Whether through reviving old campaigns, bringing back familiar aesthetics, or reinforcing long-standing brand values, tapping into the past can evoke strong emotional responses and consumer loyalty.
Present: The Enduring Value of Human-Led Research
Despite the AI hype, there were still numerous discussions on the enduring importance of ethnography, face-to-face consumer immersion, consumer workshops, and semiotics. These approaches emphasize the need for direct interaction and deep contextual understanding—something that AI alone cannot yet fully replicate. The best research is still being driven by human interpretation, cultural sensitivity, and hands-on experience with consumers.
Future: AI and Its Current Limitations in Qualitative Research
One of the more interesting discussions highlighted a crucial limitation of AI especially in qualitative research: while AI can facilitate discussions, transcribe responses, and summarise data, it still lacks the ability to challenge participants' answers. A great moderator does more than just collect responses — they push for deeper insights by questioning assumptions, detecting contradictions, and adapting in real time based on nuance and context. AI today is only as good as a novice moderator who merely follows the discussion guide without probing deeper.
This raises an important question: If we rely too much on AI moderation, do we risk losing the depth of insight that comes from human-led probing? While AI can enhance efficiency, it is not yet capable of the kind of strategic questioning that leads to truly valuable discoveries.
Final Thoughts
AI is undoubtedly changing market research, but the most exciting insights still come from human-driven research design and strategic thinking. While AI can automate, scale, and speed up research, it cannot replace the human ability to ask the right questions, interpret deeper meanings, and uncover unexpected insights.
As the industry moves forward, the focus should not just be on AI adoption, but also on improving research frameworks, storytelling, and critical thinking. The future of market research will be shaped by those who can balance technology with deep consumer understanding and creative research design.
If you're looking for a market research agency that embraces the future while staying rooted in the fundamentals of deep consumer understanding, contact us.