News
Facing performance pressure, marketers are rethinking how they collect and act on consumer insights
by Emmy Liederman July 13 2026
When a brand wants to know what shade of blue would make its product pop best on the grocery store shelf, it turns to its research budget to field a response from consumers. While consumer research can still help brands with isolated needs, marketers are increasingly expecting this budget to back big-picture strategy.
The share of organizations where research is essential to all levels of business strategy and operations has grown from 8% in 2025 to 22% in 2026, according to data from research platform Maze.
