5 Key Takeaways from CRC: Humanizing Business Decisions with Speed and Clarity

By Marisa McMahon, SVP and Portfolio Lead, Material

Reflecting on my time at the recent Corporate Researchers Conference (CRC) in Chicago, I’m struck by the feeling that our industry is at a turning point. As AI continues to reshape ways of working, there has never been a greater opportunity for research and insights teams to shape strategy, enable speed and humanize business decisions.

Here are five themes that stood out from my time at the conference – and some thoughts on what they mean for insights, brand and marketing leaders moving forward.

1. Balance Synthetic and Real-world Data Thoughtfully

The rise of synthetic data is undeniable. It promises scale, speed and cost efficiency – but it must be handled with care. At CRC, there was clear alignment: synthetic data is best used to augment, not replace, real human insights. Its value lies in low-risk, early-stage testing, exploratory research and scaling of existing programs.

Leaders should reframe expectations from “faster, cheaper, better” to “dynamic, directional, incremental” – and never rely on AI-generated data without grounding it in the lived experiences of real-world consumers. The art lies in knowing when to lean into the advantages of synthetic data and when to prioritize the confidence and nuance of real-world feedback – ensuring the human voice stays at the center.

2. Elevate Researchers to Strategic, Empathetic Partners

One of the most inspiring shifts discussed was the evolution of the researcher role – from data gatherers to strategic advisors and partners. Powering this transition? Empathy.

Empathy is no longer just a soft skill – it’s a strategic lever. It’s what allows us to connect the dots between consumer truths and business action. That means not just reporting findings, but designing empathetic presentation models, creating space for storytelling and actively championing the human side of the data.

Insights leaders who embrace this shift will find their teams playing a bigger role at the strategy table.

3. Democratize and Accelerate Insight Delivery

Speed is essential, but speed without connection is just noise. To drive ROI, insights must be embedded in decision-making in real time. This means democratizing access, bringing stakeholders in earlier and delivering insights in accessible, compelling ways.

Platforms that house centralized reporting libraries, quick-turn tools and AI-generated insights are helping teams move faster, but they must be intuitive and inclusive. When research is framed around how it drives outcomes, not just what it costs, it’s easier to secure buy-in and showcase long-term value.

4. Use AI as an Enabler, Not a Replacement

One of the hot topics at CRC was a healthy debate about AI’s growing role in research and insights – but the prevailing wisdom was pragmatic: AI should enable researchers, not replace them.

Whether it’s synthesizing interviews, summarizing findings or detecting patterns in large datasets, AI should give human researchers more time for what really matters – asking better questions and identifying the “so what” and the “what now” that guide strategic decisions.

5. Keep Intuition and Human Storytelling at the Center

Even in an AI-augmented, data-saturated world, the most resonant insights are rooted in human intuition and delivered through impactful storytelling. With an increased focus on tools and methodologies, it can be easy to lose sight of our own intuition and its role in driving actionable insights.

Trust your gut! It’s about more than just data; human insight and rich storytelling can help break through the noise and fuel real action.

What’s next?

I left CRC feeling energized by new perspectives and innovative thinking about where our industry goes from here. Today’s insights leaders have a unique opportunity to reframe and expand our value at every level of business – combining human empathy with modern tech to fuel greater impact.

Interested in learning more about how Material is leading the way in redefining human centricity in the era of AI? Reach out today.