Last week, members of our teams at Rival Technologies and Reach3 Insights made the trip to sunny LA—more specifically, Burbank—for the Quirk’s Event.
The enthusiasm for conversational research at our booth was incredible. We truly appreciate everyone who took our quick conversational survey and entered our contest. (And a special congratulations to Lacy, our lucky draw winner!)
Naturally, AI dominated discussions as the top market research trend of 2025. Yet, it was refreshing to see many sessions emphasizing a return to research fundamentals—storytelling, actionable insights, and uncovering true value.
Quirk's LA 2025: Top Lessons and Takeaways
Looking at Macro Trends and Redefining Value
On Day 1, Erin Merritt from Coca-Cola delivered an insightful session on the forces shaping the restaurant industry, covering macroeconomic trends, shifting demographics, and innovations.
She began with a sobering reality: economic uncertainty is at an all-time high, and consumer savings are dwindling. Restaurants must adapt to survive. “Flat is the new up,” Merritt noted, referencing the challenges many in the industry face.
Understanding value is more crucial than ever. However, value isn’t a fixed concept—it evolves. Merritt highlighted how consumer perceptions of value have changed over decades and differ across demographics. While cost is a factor, it’s far from the only one.
Value is cultural. It’s contextual. Today, for many, value means an experience they can’t replicate at home. It’s about more than just food—it’s about ambiance, service, and memorable moments.
This shifting perception of value is why brands must continuously engage their customers and get high-quality data. Capturing the authentic voice of the customer is the only way to navigate the complex business landscape today.
“Flat is the new up."
Turning Research Into a Revenue Driver
Insights teams are often viewed as a cost center, but Ryan Benn, CEO of Alive Publishing Group, is proving otherwise. His team has found innovative ways to turn research into a profit-generating asset.
For instance, they offer advertising partners access to alive Listens, their insight community, as part of sponsorship packages. One of Rival’s long-time customers, Alive Magazine, has also launched a syndicated research program focusing on natural health consumers. This provides partners with valuable, subscription-based insights, while enabling Alive Publishing Group to uncover new revenue stream.
“Our research is a profit driver for us,” Ryan told Andrew Reid, our CEO and Founder at Rival Technologies.
One of Rival’s long-time customers, Alive Magazine, has also launched a syndicated research program focusing on natural health consumers.
Returning to Research Fundamentals
With AI dominating conversations, Jason Jacobson offered a refreshing counterpoint: more automation and dashboards aren’t always the solution.
Through compelling stories and engaging comic-book-style illustrations, Jacobson emphasized three key takeaways:
- Get back to research fundamentals.
- Keep the human element at the core.
- Have empathy—not just for customers but also for stakeholders who rely on insights to make informed decisions.
Jason also highlighted the power of video feedback. While time-consuming, reviewing video responses carefully often leads to the biggest “aha” moments, making the effort worthwhile.
Jason is a great thought leader in our industry, and he has original ideas on how to push our industry forward. If you’d like to hear more insights from him, I recommend checking out our webinar, The Great Respondent Revolt.
While time-consuming, reviewing video responses carefully often leads to the biggest “aha” moments.
Moving Beyond Measurement to Action
Greg Timpany from Dairy Max delivered a masterclass on customer satisfaction (CSAT) measurement, tracing its evolution over time.
While many default to traditional approaches like Likert scales and NPS, Timpany showcased alternative frameworks, including Driver Analysis, Burke’s Secure Customer Index, and ASCI.
His most important message? Measurement alone isn’t enough—action is key. He stressed the importance of closing the loop by showing customers that their feedback leads to tangible improvements.
Timpany’s advice, by the way, is something frequently share with Rival customers, especially those leveraging insight communities.
Measurement alone isn’t enough—action is key.
The Role of AI in Research: Excitement and Skepticism
What about AI? As expected, it was a major topic at Quirk’s LA 2025, and our conversational survey confirmed that researchers are both excited and cautious.
“I’m most excited about AI analysis of open ends,” one participant shared. “I was working on a monthly tracker with 1,200+ open ends each month. Without AI analysis, it would take me hours to go through the text.”
However, some researchers expressed concern about AI’s overuse. “I'm tired of people thinking we need to integrate AI into everything,” one UX research leader commented. “It’s great for automation where needed, but we have to be mindful of AI fatigue.”
Another researcher put it succinctly: “AI is great, but we’re drifting too far from keeping research human-centered.”
At Rival Technologies and Reach3, we resonate with this perspective. This is why we embrace a “human in the loop” approach in when developing new AI research tools. As we discussed in a recent webinar, AI’s real power lies in augmentation, not just automation. The key is balancing efficiency with the creativity and critical thinking that human researchers bring.
“AI is great, but we’re drifting too far from keeping research human-centered.”
Looking Ahead
The conversation around AI and the future of research is just beginning, and we’re committed to contributing to it. Stay tuned for more insights through our webinars, blog articles, LinkedIn posts, and other content.
A big thank you to everyone who connected with us at the 2025 Quirk’s LA Event. If you’re attending other market research conferences this year, including Quirk’s Chicago and IIEX, we’d love to see you there!
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