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Benchmark: Insights investments & budgets 2025
How are leading brands investing in consumer insights and market research? The latest WFA Insights Forum Benchmark explores how companies are balancing traditional research with emerging AI-powered methodologies, shifting budgets, and evaluating the ROI of insights.
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The report, based on responses from 27 global brands, covers key questions such as:
- What percentage of company revenue and marketing budgets is allocated to insights?
- How are investment priorities evolving—are AI, behavioral data, or new methodologies gaining traction?
- Are budgets shifting between traditional research and newer data sources?
- How do organizations measure the impact and ROI of consumer insights?
The full members-only report provides anonymized results and key trends shaping the future of insights. Download now to see how your peers are navigating these changes.
