The three membership organisations partnered to launch the Client Sight research to better understand the attitudes and sentiment of client-side research, insight and analysis practitioners.

The research found that 83% of those surveyed agree they enjoy their job, with 28% strongly agreeing. Three-quarters ( 77%) reported that they intend to stay in the research sector on the client-side for the foreseeable future.

Driver analysis found that organisational engagement was the biggest factor for clients saying they like their job or want to stay in it – feeling motivated by their organisation to help it achieve its objectives. The ability to feel like themselves at work, feeling valued by the organisation and receiving regular feedback on performance were also key to job satisfaction, according to the research.   

Opinium conducted the online survey of 198 client-side researchers on behalf of the three membership organisations, who invited client-side members to take part in the survey.

According to the research, the three top things client-side practitioners most want to see more of in the future – and most want the professional organisations to support them with – are:

• growing respect from their C-suite and senior leaders for professional research expertise
• increasing the importance of their insight and analytics teams within their organisations
• and for their organisation to invest more in insight and analytics.

Between 38-65% of participants said these three were in their top five areas for the membership organisations to focus on.

Additionally, over half ( 59%) of participants wanted the insights industry to address opportunities from technological advances such as AI, machine learning and automation.

The study also found that client-side researchers who answered the survey later in their careers had slightly higher job satisfaction and were more likely to be trained in MRS courses and peer-to-peer learning – while those who were earlier in their careers were more likely to say they were taught online via YouTube courses and online training methods, which they rated as not very effective.

Additionally, those who had switched from agencies into client-side roles reported knowing a lot less about how to generate impact in their business and how the work they were doing was driving things forward for stakeholders.

Opinium, Aura, MRS and the Insight Management Academy (IMA) shared the results of the research during a webinar and panel discussion on 8th July.

During the webinar, which can be viewed below, Ruth Hinton, chair of Aura, said turbulence was affecting client-side researchers. “Given the world’s weird mix of flux and stagnation, I think turbulence would be one theme. Some of our members are either pressured to deliver too much too quickly or are conversely frustrated by missed opportunities where they feel insight could have made a bigger difference. Sometimes, isolation is also an issue.” However, she added: “On the positives, we hear lots of amazing examples of successful impact and satisfying work, too.”

Commenting on the results of the research in a statement, James Wycherley, chief executive, the IMA, said: “This is a real inflection point for corporate insight teams. It’s a moment for us to reflect on the great advances that many insight teams have made; on the executive appetite for even more market, consumer and customer insight; and on the fabulous opportunities that AI and other technology will present in the future.

“But we also know that the environment in which we need to identify value for our organisations and drive change within them is changing fast, and if the future of insight is to be shaped by those who understand its potential and dependencies best, then insight leaders need to step up and claim that responsibility, and all corporate insight professionals need to focus on the ultimate purpose of insight and how we can add most value.”

Wycherley added that working across boundaries and disciplines would help to “create the insight-driven organisations we all want to see, and in doing that earn the respect and recognition that so many respondents say they would like”.

Jane Frost, chief executive, MRS, said: “So many professionals are fighting for a board seat. Our major stakeholder is frequently marketing, and they often don't get one either. The outcome we really want is for the evidence and insights we generate to influence decision-making where it matters.

“We won't get to do that systematically unless we share a language of value that the CFO and CEO recognise and we use that language consistently until we achieve awareness. It is why MRS has always thought that the development of concepts like Intelligence Capital as a research asset represent an opportunity to create a shared and unique benefit for what we do.”

Aura’s Hinton said: “It’s not a surprise to see influence and impact as top priorities, as this is not peripheral to the job on the client side: it is the job. It doesn’t mean it’s not happening, but it means this is where client-side research and insight people want us to focus: their primary concern is delivering for their organisation, and the job is never done.

“Aura’s mission is to connect our members to support each other with real examples, quality advice and fresh perspectives. So, we continue to showcase impactful research projects and approaches in our member meetings, with plenty of opportunity to ask questions and learn from each other. We also welcome closer collaboration with the other two member organisations, who have complimentary resources and development opportunities for client-side research and insight people – with more to come on this.”

• The webinar on the Client Sight 2025 research findings can be viewed within this article, above, or via the MRS video library.
• At the start of 2025, clients discussed their challenges and opportunities as part of the Research Live Industry Report.