This year’s Esomar Congress in Prague carried the theme “Re-imagine.” Few themes could have been more fitting. AI, once a distant horizon, has now firmly landed in the research industry. What was experimental at last year’s Congress has become integrated, shaping the way agencies and brands collect, analyse and apply insights. But beneath the excitement, one message rang clear: the future of research depends not only on technology, but on how we -as humans - choose to use it.
From “what if” to “what now”
At the Esomar Congress, it became clear that the conversation has shifted. AI is no longer a distant possibility but an active practice. Both agencies and brands showcased how it now adds value at nearly every stage of research: from collecting data and moderating qualitative sessions to analysing results, reporting insights, and even sparking creative ideas. The industry has moved decisively from experimentation to integration.
Beyond the hype
What stood out in Prague was not hype, but thoughtfulness. After years of searching for AI’s role - testing where it helps and where it should not -
an integrated model is beginning to take shape: the smart combination of human expertise, consumer feedback and AI tools. This integration can deliver speed, deeper insights and connections between data points that humans might miss or would take far longer to uncover. Yet progress only
matters if paired with rigour. Because while AI can elevate, it can just as easily mislead.
That is why the key question today is no longer if we should use AI, but how. Every organisation must find its own way to embed it: understanding where it adds value, where it falls short and how to ensure it is used with purpose. Researchers have a natural advantage here: our craft is built on critical thinking, contextual understanding and the discipline of hypothesis testing; the very qualities that keep AI use responsible rather than reckless.
Drawing the lines
Adopting AI in research requires clear boundaries. The real task is to weigh when risks are acceptable and when they are not. Where the stakes are low and the data sound, AI can accelerate insight generation. From collection to analysis and presentation. But when bias, misinterpretation, or distortion could have serious consequences, human judgement must take precedence. Garbage in, garbage out still holds true.
It’s no surprise that many brands are investing in proprietary data lakes and drawing on years of high-quality research archives. By grounding AI in trusted historical data, they are finding new ways to re-examine knowledge and unlock fresh value, without losing sight of rigour.
Promise with caution
Two themes that recurred in Prague underline the balance between opportunity and caution. Synthetic data can be valuable when grounded in real consumer data and robust datasets. However, when it becomes detached from reality, the risks grow. Especially when it’s used to simulate behaviour or generate insights without human oversight, empathy, and critical thinking.
The same is true for AI moderation. It will play a role in qualitative research, but it cannot replace the depth of empathy and connection that comes from human dialogue. For now, it is best seen as “depth quant” rather than “qual at scale”. A complementary tool, not a substitute for human nuance.
Why people still matter most
In the end, it is the human factor that turns data into insight. The difference between mediocre and meaningful still depends on interpretation, empathy and the courage to question.
The research and insights industry is uniquely placed to shape how AI is used responsibly: not just to streamline processes, but to strengthen consumer centricity in every decision businesses make. If we keep our critical mindset alive, we can ensure that AI serves as an amplifier, not a replacement.
Esomar reminded us again that research is ultimately about people: about connection, exchange and shared curiosity.
For One Inch Whale, “Re-imagine” captures our philosophy of swimming against the tide: progress is not about chasing tools, but about embedding them with care and humanity. Our presence in Prague underlined this conviction: AI should amplify - not replace - the human centre of insight.
The future we stand for is simple: people and technology working in harmony, guided by curiosity, empathy and critical thinking.
About the author
Wim Hamaekers
is co-founder of One Inch Whale. With over 30 years of experience in marketing, communication and behavioural research, Wim focuses on uncovering unconscious decision-making processes. He has won multiple Esomar awards, represents Belgium at Esomar, and is a keynote speaker and guest lecturer promoting ethics and innovation in the global insights community.