What trend stood out for you from the judging this year?

 

Seema Hope, global head of consumer research, The Economist
I'd say that the agencies are broadly moving in similar directions in terms of work life balance, ownership models, DEI initiatives and career progression, so it makes it hard to stand out and differentiate. Ultimately, it’s a good thing that standards are high, but doing something truly original is now harder – eg a four-day working week.

The debate and discussion element is crucial. We have a breadth of skills and experiences which really comes to light in the discussion. For example, having some sector knowledge can really help shed light to something that can be initially overlooked as great.
Patrick Alcantara, strategic customer insight lead, UK & Ireland, Axa
The quality of the submissions – they were of an exceedingly high standard this year. We spent a lot of time in discussing the merits of each entry, and I had good conversations with fellow judges as a result. 

I particularly appreciated how this year’s entries clearly presented the impact of their work, resulting in better customer, commercial or regulatory outcomes. It shows how insights professionals are deeply embedded within their organisations and truly understand their needs.

Jake Steadman, vice-president, global head of marketing research and data, Canva
An obvious answer, but AI. There’s no getting any from it, it’s going to change everything.
James Holden, former director of marketing and audiences, BBC Nations
AI-related ideas dominated and were core to many submissions, but that feels increasingly more of a must-have in many research solutions than a genuine point of difference these days.
Beyond that, the research agency field feels very, very strong now. There was significant evidence of a very wide variety of agencies doing superb work and creating clearly inclusive and enjoyable working environments.

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