As 2025 winds down, we’re looking back at the projects, patterns, and insights that defined our year in market research.
This year brought a remarkable mix of numbers and narratives, from standout focus group participation to the emerging trends reshaping how organizations listen, learn, and make decisions. We also saw clients leaning into research more strategically than ever: asking sharper questions, testing assumptions earlier, and using data to reduce risk and increase clarity.
In this roundup, we’re sharing fun facts from the past 12 months, the most common business questions we helped answer, the topics that sparked industry-wide debate, and the moments that made 2025 another year of helping organizations move forward with confidence.
Total Survey Completes: 38,168
And yes, our team reviewed every response for authenticity.
Survey Pace:
On average, we launched a new survey or screener every six days.
Average Focus Group Show Rate: Over 95%
Our multistep screening process continues to ensure highly qualified, deeply engaged participants.
Established organizations — and a growing number of first-time research clients — significantly increased their demand for reliable insights. We’re seeing more:
More than ever, organizations want research that reduces uncertainty and points clearly toward next steps.
This year brought some exceptionally savvy decision-making. Among the smartest moves:
These choices saved organizations time, money, and potential missteps, proof that good research pays for itself.
Across industries, leaders came to us with similar concerns:
These questions may sound simple. But answering them well requires structured research, objective insight, and a deep understanding of human behavior, which, not coincidentally, are also the qualities of experienced research teams like VRG.
A handful of themes dominated conversations this year:
Organizations are increasingly seeking research that blends advanced tools with human interpretation, not just one or the other.
Looking ahead, we anticipate continued momentum around:
2026 will demand both technological proficiency and human expertise, two strengths our team is well positioned to deliver.
If 2025 taught us anything, it’s that organizations want clarity they can trust. AI can summarize existing information, but it can’t generate new, unbiased knowledge. And it can’t replace real people listening to real people with real experiences. Reliable research remains the foundation of confident strategy, whether you’re refining your messaging, exploring new opportunities, strengthening your brand, or navigating change.
If you recognize your own questions in this year’s trends, now is a great time to get answers backed by evidence, not assumptions. The team at Vernon Research Group is ready to help you uncover insights that illuminate next steps and strengthen your organization’s future.
Let’s talk about how research can support your goals in 2026 and beyond.
Reach us at VRGcontact@VernonResearch.com or visit VernonResearch.com to learn more.