Industry Trends • Mar 13, 2025 9:30:00 AM • Written by: Bryson Cwick
Last month, the Orchard team attended Quirk’s LA, where industry leaders shared insights on the evolving market research landscape. From audience segmentation to AI’s growing role in research, here are some of the key themes that stood out.
1. Age matters
Jessica Lopez’s session on targeting older audiences and Adolescent Content’s deep dive into Gen Z highlighted the increasing stratification of buying power.
Broad age groups are no longer enough. Instead of a blanket 65+, marketers should consider segmenting into 65-70 and 70+. On the other end of the spectrum, young Gen Z consumers—now in their late 20s—are carving out their own purchasing behaviors distinct from their younger counterparts. Understanding these nuances will be critical for brands aiming to stay relevant.
2. GLP-1 and the food & beverage industry
With one in eight U.S. consumers now on a GLP-1 medication, the implications for the food and beverage industry are profound.
Danone’s presentation explored how long-term consumption restraint will impact not just individual eating habits but broader cultural attitudes toward food. As these shifts continue, brands will need to rethink product positioning, portion sizes, and messaging to align with evolving consumer needs.
3. The demand for authentic consumer behavior data
Across multiple sessions—from Sekisui House to L'Oréal to Keurig Dr Pepper—the message was clear: authentic consumer behavior data is more important than ever.
Brands are leaning into real-world insights, using a mix of qualitative research, sensory interviews, and digital communities to understand how consumers make decisions. As data collection methods evolve, ensuring authenticity in insights will be a key differentiator.
4. AI: efficiency is here, But the consumer response question remains
AI’s role in market research is expanding, with many companies already leveraging it for operational efficiencies.
Faster surveys? Done. Easier IDI drafts? No problem. However, the real question is whether AI can truly capture consumer sentiment and behavior in a meaningful way. While automation is making processes more seamless, the industry is still navigating how to apply AI insights without losing the depth and nuance of real consumer responses.
Quirk’s LA 2025 made it clear: understanding consumer segmentation, behavioral authenticity, and AI’s evolving role will shape the future of market research.
As brands continue to adapt, staying ahead of these trends will be crucial for meaningful consumer connections.
