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Global Users & Buyers of Insights 2025

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ESOMAR's annual Global Users & Buyers of Insights report explores the resources, behaviours and desires of users and buyers of research, platforms and insights. 

What can I find inside? 

ESOMAR's annual Global Users & Buyers of Insights report explores the resources, behaviours and desires of users and buyers of research, platforms and insights. Receive a unique link to explore the data through its dedicated online dashboard. 

If you are an insights agency and want to understand what your clients do and what you should do to cater to them, this report is for you. If you are a user or buyer of research and insights and want to compare yourself or understand the habits of the industry, this report is for you, too! 

The Global Users & Buyers of Insights 2025 shows how, today, almost half of all research projects are conducted internally. This is facilitated by companies specialised in each step of the process: from the collection of data to its analysis, from the presentation of the results through straightforward visualisations to the guidance of the company’s decision-makers through prediction and advisory. This dynamic makes it clear that the relationship between internal insights teams and external insights providers should look less like a client-provider exchange and more like a partner-to-partner one. 

Now that a substantial portion of insights can be extracted internally, external agencies and researchers should also step up and either understand the client’s reality to provide strategic guidance and actionable insights or differentiate themselves by providing a level of expertise and specialisation that cannot be sourced internally. 

More about this report 

The Global Users & Buyers of Insights 2025 report is the result of a Global Survey conducted by ESOMAR and supported by its network of contributors during the first half of the year. The results include the views of almost 600 participants from 45 countries. 

We are delighted to have worked with, and are grateful to, the following national partners: AMAI (Mexico), VMO (Austria), CYMAR (Cyprus), SIMAR (Czech Republic), CRIC (Canada), Insights Association (USA), JMRA (Japan), NewMR  , Syntec Conseil (France), SEDEA (Greece), PTBRiO (Poland), RANZ (New Zealand), SAIMO (Argentina), SORMA (Romania), OPMAR (Kosovo), MRSM (Malaysia), APEIM (Peru), OIROM (Russia), SAVA (Slovakia), QRCA (USA), DFV (Germany)  

We also owe a great deal of gratitude to Forsta for programming and hosting the questionnaire, as well as Infotools for providing the exclusive online dashboard for analysis.   

Table of contents 

1. Global landscape 
This chapter offers insight on the trends of users and buyers of insights globally, and provides a summary of each of the world’s regions with available data 

1.1. Global landscape 

1.2. Regional landscape 

1.2.1. Europe 

1.2.2. North America 

1.2.3. Asia Pacific 

1.2.4. Rest of the World 

2. Project sourcing: internal/external 
 
A look at the level of internalisation of the insights function globally, regional variations over time, differences in project sourcing by industry sector, expected change in the next 12 months, size and composition of the insights teams, and types of projects more suitable for internalisation, as well as those commissioned to external partners

2.1. Project sourcing globally 

2.2. Regional project sourcing 

2.3. Project sourcing per industry 

2.4. Expected change in project sourcing 

2.5. Size and composition of internal insights teams </p />

2.6. Project types conducted internally 

2.7 Project types conducted externally 

3. Challenges ahead, and support to corporate insights teams 
This chapter looks into the challenges expected in the medium term, and currently faced by corporate insights teams, as well as the availability of resources and expected workload in the next 12 months 

3.1. Medium term challenges 

3.2. Current issues for insights generation 

3.3. A look at resources: workload, and budget 

4. Current internal expertise, and external demands 
Explore the main skills currently present within insights teams and what types of tools are helping bring internal research to fruition, with an in-depth look at AI. Understand the needs of these teams and what they wished externals suppliers would do more of 

4.1. Expertise within the organisation 

4.2. Supporting software and technology 

4.2.1. AI in internal insights 

4.3 Wish from agencies 

5. From Data Collectors to Multi-Skilled Client-Side Insights Professionals and Visionary Agency Partners: How Insights Roles Are Changing  
By Katariina Relander, Sanoma 
In recent years, the research industry has been influenced by various forces of change, which are reflected in the results of the latest   ESOMAR’s Global Users & Buyers of Insights 2025 study. This article examines how these forces of change are creating challenges, but also new roles for client-side insight professionals and agencies, which make the industry’s outlook more positive. 

6. The Internalisation of Insights: How In-House Research is Evolving to Drive Business Impact  
By Rachael Popoola, PepsiCo 
The role of in-house research and insights teams has changed significantly over the past decade. We’re no longer just answering briefs or managing suppliers. Today, internal insights teams are shaping business strategies, guiding innovation pipelines, and helping brands respond quickly to changes in consumer behaviour. 

7. How we achieve greater relevance and more impact through technology-enabled human connection 
By Vesna Hajnsek, L’Occitane Group 
Both research buyers and providers are questioning their roles and relevance in the new era of technology. It is true, our ways of working will be irrevocably changed. However, this revolution can inspire us to rethink the essence of the job of insights professionals and how we can harness the power of technology to add more unique value and unlock growth for our organisations. 

8.  Survey data 
Selected tables summarising the results of the questionnaire. Much more detailed data can be obtained in the online dashboard facilitated by Infotools. Please, let us know in case you cannot access it. 

8.1. List of tables 
8.2. Questionnaire 

Author(s):
ESOMAR
Keyword(s):
Economic Trends
Date of publication:
ISBN:
978-90-8347091-7
Order Code:
UBGIS25
Number of pages:
85