Four Themes Shaping the Future of Research
Selamat pagi – “good morning” in Malay – was how I opened the IRIS Network’s Fall 2026 Meeting last week in Kuala Lumpur.
What a great conference, packed with learning, creativity, culture, and a lot of incredible food.
Special thanks to our hosts, Johnson Tan, Vivian Ng, Zhen Hui Lim, and Sabrina Rafiz of Pinnacle Analytics, for their warm hospitality and excellent organization. There were too many takeaways to list here, but four themes stood out:
Our network continues to thrive.
With the addition of Impetus Research from India and B & Company from Vietnam, IRIS now spans 37 countries. We also met a representative from our new South African member, Latitude Connect, in person for the first time. If you represent an independent, full-service research agency in a country not currently represented in the network, we would be pleased to hear from you.
Industry discussions about AI are maturing.
Not long ago, conversations focused largely on threats and risks. Today, members are discussing practical use cases and quality control, drawing on extensive experience using AI to improve processes and accelerate workflows. Beyond the nuts and bolts, we also explored the role of research and insights professionals in an AI-enabled world. Creativity, expertise, and the ability to ask the right questions remain essential, enabling the use of AI to improve the solutions and advice we provide to clients.
Finding the right question is critical.
“Looking for the right question” was a central theme of the agenda. Presenters examined it from several perspectives: refining project briefs by asking smarter questions, reframing client questions to produce actionable answers, and identifying the right audiences so respondents can provide the needed information.
Member firms are evolving.
Several presenters discussed internal reviews and refinements of products, services, and brands, all aimed at meeting client needs more effectively while improving profitability. There is no shortage of ingenuity within the IRIS Network, and the exchange of insights and lessons learned is a key benefit of membership. But evolution does not always mean adding more. Sometimes more focused deliverables create better outcomes for clients and agencies.
Throughout the meeting, the importance of trust and relationships was repeatedly emphasized as a path to stronger client partnerships, better research, and more useful insights.
Outside the conference room, we enjoyed local food and cultural experiences, including a batik painting workshop and a visit to Batu Caves. The 272-step climb makes you appreciate the temple even more, and the view is pretty good too.
I also took the opportunity to cross a few items off my bucket list with a side trip to Thailand: big Buddhas, beautiful beaches, and great food, oh my!
The next IRIS meeting will take place in Istanbul in May 2027. More learning, connections, and adventures await.
