In today’s climate of budget pressure, market volatility, and rapid tech shifts, the questions coming from the C-suite are changing. Executives aren’t just looking for long-term road maps anymore. They want sharp, timely answers to specific questions that help them make confident decisions in the moment.

According to Esomar, ad hoc research is now responsible for 38% of research study design while self-serve research platforms that allow clients to get answers to specific questions quickly, grew 14.4% in 2023. For insights teams, this means delivering answers that are accurate, but more importantly, actionable and immediate.

It also means repositioning research not as a retrospective tool, but as a real-time decision engine. This article explores the kinds of questions executives are asking now, and how researchers can meet the moment with speed, clarity, and strategic value.

The C-suite is asking new questions

Executives today are navigating a fragmented media landscape, shifting consumer expectations and increasing pressure to prove ROI. Their questions reflect this urgency:

“Where is attention shifting?”

With media habits evolving rapidly – and differently across generations – leaders want to know where to show up and how to connect. They’re looking for insight into where audiences are spending time and what’s driving engagement.

“Is our brand still relevant?”

In a crowded marketplace, differentiation is everything. Chief marketing officers want to know if their brand is cutting through, resonating with consumers and aligning with evolving values.

“Are consumers reacting the way we expected?”

Pre- and post-campaign pulse checks are becoming standard. Executives are watching closely to see how creative lands and whether messaging is driving the intended response.

“Where are the white space opportunities?”

Kantar’s data shows brands that “find new space” double their chances of growth. The C-suite is scanning for blind spots – emerging competitors, unmet needs or shifts in sentiment that could signal opportunity or risk.

“Can we move faster?”

Perhaps the most common ask: speed. Leaders want answers quickly, without sacrificing credibility. They’re looking for insights that are not only accurate but also frictionless to access and act on.

“Can I trust my data to make the right call?”

Executives are putting more emphasis on making decisions based on solid data. With AI being used more for insights and creative work, it’s crucial that the data backing it is accurate and reliable. Kantar reports that 68% of marketers are positive about using generative AI, but CMOs and executives know they need to be sure their data is trustworthy and relevant over time.

How researchers can position their work as essential

To stay relevant, researchers must understand the goals, pressures and messy realities their stakeholders face, which means shifting from being data suppliers to strategic partners.

Be the translator.

Researchers are uniquely positioned to turn data into business implications. That starts with asking the right questions and understanding what decisions the insight will inform. Before jumping to solutions, take time to understand your stakeholder’s world. This builds trust and lays the foundation for long-term partnership.

Stay ahead.

Don’t wait for the brief. Proactively monitor the issues your stakeholders are wrestling with. What’s keeping them up at night? What’s on the next board agenda? Use your knowledge of the business to anticipate needs and surface insights before they’re requested.

Communicate frequently.

Consistent, thoughtful communication builds confidence. Keep stakeholders in the loop – not just at the end of a project, but throughout. It shows you’re invested in their success and makes you a go-to resource.

Tie insight to action.

Don’t just report findings – connect the dots to decisions. What should the business do next? What’s the risk of inaction? The most valuable insights are the ones that drive movement.

Partner, don’t just supply.

The most effective researchers act as advisers. They’re in the room when decisions are made, not just delivering decks after the fact. This requires a mindset shift – from production to partnership.

Be transparent.

Always provide clear information about where your data comes from and how it was collected. Don’t avoid tough questions – offer direct, honest answers to build trust and credibility.

Why speed and accuracy both matter now

The need for quick-turn insights is real. Whether it’s creative testing, brand tracking, or campaign pulse checks, research must keep pace with the market.

But speed doesn’t mean sacrificing rigour. Tools like omnibus surveys and DIY platforms with trusted, representative panels help researchers deliver fast, credible answers. These are ideal for checking messaging, gauging sentiment shifts, or pressure-testing ideas – without the time and cost of a full custom study.

Making research indispensable at the table

The C-suite isn’t turning away from research – they’re asking for it differently. They want rapid, accurate and actionable data to make smarter decisions in real time.

To stay essential, insights teams must be faster, proactive, and focused on business impact. That means understanding leadership’s priorities, anticipating needs and delivering insights that drive action.

With the right tools and mindset, researchers can keep their seat at the table – not just as analysts, but as strategic partners.

Want to learn more? Download our e-book to discover how quick-read research can safeguard your campaigns from misfires.

Meghan Bazaman is market researcher and content manager for Kantar Profiles