Nine ideas shaping the future of consumer insight, brand growth and decision-making
TMRE 2026 in Denver brought together a wide range of perspectives, but one clear message came through: the strongest insights teams are not simply producing more research. They are creating continuous learning systems that turn consumer understanding into better, faster and more confident business decisions.
Across sessions spanning Kraft Heinz, Zappi, e.l.f. Beauty, Crocs, Heineken, Amazon, Clorox, Pinterest and others, technology was ever-present, especially AI.
Yet the conversation had matured. AI was rarely positioned as the shiny new answer; instead, speakers focused on thoughtful applications that remove friction, strengthen existing workflows and free people to concentrate on higher-value questions. As one Taco Bell speaker put it: “AI can’t tell me if the taco tasted good.”
1. Build learning systems, not one-off projects
Kraft Heinz and Zappi described structured approaches to testing, learning and in-market validation. The value is not rigidity, but repeatability: a shared system creates confidence while leaving room to adapt and “be like water.” It also gives finance, creative, marketing and insights a common way to define ambition and judge progress.
What this means for brands: More knowledge and more data do not automatically produce smarter decisions. Start with the strategic question, then design a learning program that connects evidence to action.
2. Let consumers challenge the “safe” answer
StarKist’s packaging work illustrated a familiar tension: preserving existing brand equity while evolving for future audiences. Current category users preferred little or no change, but a closer look at Gen Z suggested the brand could be missing the mark. The lesson is not simply to follow the loudest response; it is to understand who is represented in the research, and who the future consumer may be.
What this means for brands: Loyalty can no longer be assumed. Ongoing testing and benchmarking are essential in a market where consumer expectations, competitors and cultural signals are constantly shifting.
3. Get closer to consumers and make existing data work harder
e.l.f. Beauty spoke about using YPulse to “do more with less,” layering trusted cultural and consumer intelligence onto existing research. Its idea of operating with “zero distance” captures a broader shift: staying close to what matters in people’s lives and actively exploring the information already available, put simply, “go on a date with your data.”
What this means for brands: Consumers are not the same person throughout the day. Context and daypart can change needs, choices and receptivity, so research should capture the moments in which behavior actually happens.
4. Balance science, creativity and cultural relevance
Crocs highlighted the power of personalization, community and culturally relevant partnerships that connect back to the brand beyond the product. Heineken reinforced the importance of investing in creativity, training and a strong brief, while using social listening and measurement to understand impact. The shared message was simple: use the science, but keep the magic.
5. Turn observations into action
Molson Coors explored how brands can create natural extensions that take over a cultural moment across channels. One distinction from the session captured the role of insight particularly well: “An observation is interesting; an insight is impactful.” Reach alone does not equal influence; connection needs to feel meaningful, credible and authentic.
6. Use AI to remove friction, not human judgment
Pinterest, Amazon and Clorox approached the future differently but converged on the same principle: better technology still depends on better inputs and discernment. AI can scan, aggregate and synthesize information at remarkable speed, but people must validate signals, interpret context and decide what to do next.
Amazon discussed evolving traditional research with AI, following changing behaviors and mental models, and scaling niche studies globally. Clorox offered an equally useful counterpoint: identify the “enduring forces,” what is not changing, to build conviction about where to play and how to win.
What this means for brands: Start with the business problem, prove the value, then scale the technology. The best applications of AI make good work easier; they do not add complexity for its own sake.
7. Make the insights function an influence function
HP, Peloton and Microsoft reinforced the importance of prioritization: begin with the problem rather than adding features or AI, for the sake of it. Human-led methods such as field testing and ethnography still matter. The future-facing insights team influences decision-makers, creates space for people to expose what they do not know and builds a playful learning culture in which teams can develop new capabilities without shame.
What this means for brands: As AI enables non-specialists to conduct more routine research, insights professionals can focus on complex questions, strategic interpretation and organizational influence.
8. Build trust through truth, representation and intentionality
Across the CMO and keynote sessions, speakers urged brands to earn trust, find a truth worth speaking and be intentional about the culture they help create. Gabrielle Union’s discussion of Flawless showed that brands do not need to speak to everyone. Stronger relevance can come from serving historically underrepresented communities with empathy and building teams whose lived experience reflects the people the brand wants to understand.
What this means for brands: Ask whether there is a credible through line between purpose, people, product and marketing, not simply whether a partnership looks good on paper.
9. In healthcare and B2B, engagement and memory matter
A session on the consumerization of healthcare asked what market research can learn from CPG. Its answer was refreshing: healthcare messaging can be more approachable, creative, interactive and even fun without losing credibility. Sophia Bush’s keynote made a complementary case for storytelling as a way to create stronger connections across business, investing and brand marketing.
That matters in B2B too. AI visibility may be the new discoverability, so brands need simple, consistent and credible language that both people and AI systems can understand. But being found is only the beginning. The goal is to create a memorable, defensible story that an internal champion can carry into a wider buying group.
Turning insight into action
TMRE 2026 showed that the future of insights lies in combining human understanding, smart technology and continuous learning to make faster, more confident decisions.
If you’re ready to turn these ideas into practical opportunities for your brand, let’s start a conversation about what they could unlock for your business.