Research moments to look out for in 2026
There will be lots of key research coming out in 2026, in light of this, The Media Leader asked research experts what they are most looking forward to.
Responses varied from research’s place in shaping long-term strategy, to outcomes from reCLASSified on socio-economic grouping within marketing and studies around trust in media.
Read on to see what the experts are most excited about.
Michael Tull, head of strategy and insight, DCM
“Following Laura Rowe’s presentation and the panel at Adwanted’s Future of Media London conference in November, I’m looking forward to seeing the outcomes from reCLASSified.
“The cross-industry initiatives are challenging how socio-economic grouping (SEG) continues to be used across media and marketing.
“It’s been clear for some time that the classic ABC1/C2DE groupings are outdated, and it’s been great to see interesting research in this area develop into a bigger initiative designed to deliver industry-wide change.
“The best media research should help evolve our understanding, lead to more effective planning, and ultimately drive better results for brands.
“More accurately representing audiences, and particularly the complexities of wealth, will enable us all to be better at the job at hand.”
Anna Cremin, head of research and consumer insight, Pearl & Dean
“I loved the presentation I saw at the MRG conference from PHD titled ‘Is optimism dead?’ Spoiler…It’s not!
“And I am excited about the work that is bound to follow throughout the industry, that will feel positive, constructive and hopeful!
“I feel there is a need to move away from pure focus on short-term tracking, measurement and KPI’s to using research to genuinely advise on long-term comms and business strategy – elements that will make those within the industry feel like we are making a positive difference to this crazy world.
“This is particularly pertinent to my role, as Cinema as a medium is a driver of positive emotions primarily due to enhancing connections through shared experience and helping viewers disconnect from the online world and engage with the content they have chosen to consume.
“2026 feels like there will be lots of opportunities to discuss the spreading of optimism and positivity.”
Neil Mortensen, director, ITV Insights Group
“From an ITV (and football fan) perspective, I’m looking forward to the men’s FIFA World Cup.
“Could it be the year that our men’s team takes that final step?
“It would undoubtedly be great for our ratings and the economy in general.
“From an Insight perspective, I’m really looking forward to our team at ITV delivering some fantastic new work next year.
“We have embarked on quite a few exciting POCs using GenAI. Can it truly help us create the next big hit?
“On the other hand, we are going to be taking deeper looks into real human behaviour and how our audiences are evolving their relationship with telly and, of course, ITVX.
“We need to do something to balance out all the synthetics.”
Heather Dansie, insight director, Newsworks
“2026 will be another year full of challenges for researchers, which we relish of course.
“In the same way a decade ago we grappled with how to manage ‘Big Data’, where large data sets offered huge value for insight, but only if the right data was collected, and the right connections were being made, I believe the challenge with AI will be the same.
“How do we use AI to connect the learnings from all the insight that researchers have at their fingertips, and bring that data to life in a way that is useful for decision-making and understanding, while at the same time account for bias and proper use?
“There are already some fantastic examples of researchers making headway in this space and next year undoubtedly will see more.”
Sumran Kaul, independent insight & commercial strategy consultant
“What I expect is the ‘usual’ themes, just new chapters.
“Measurement and effectiveness will keep maturing, for instance, cross-media tracking and linking inputs to outcomes.
“AI will move from hyperbole to more structured testing for operational use.
“More competition, collaborations, integrations, restructures. We will hear more on attention, trust, context, transparency, brand building (etc); all while we will watch the platforms get more powerful and sophisticated at marking their own homework.
“What I hope to see, though, is more critical thinking, initiatives that help the industry in the long term and work that adds to our collective intelligence. Lastly, what I’d like to see is more honesty from both people and companies.
“I believe it’ll help us all be better. In that spirit, what I look forward to most is pretty basic – anything and everything that helps me.”
Emily Alcorn, chief effectiveness officer, Talon UK
“In 2026, I’m looking forward to seeing brands lean into more ‘in real life’ ways of connecting with people.
“With consumer pessimism still shaped by the cost-of-living crisis and wider macro pressures, audiences are craving authenticity, relevance, and a sense of genuine connection.
“That means thinking beyond purely digital touchpoints and exploring channels that meet people where they already are out in their daily routines.
“Approaches like thoughtful, well-placed real-world media can feel more natural and less intrusive, creating moments that resonate and allow brands to show up with purpose in everyday life.”
John Carroll, director of research and audiences, Rajar
“Trust in media, whether it’s news or data, has never been more vital.
“As Orwell is often quoted, “In a time of deceit, telling the truth is a revolutionary act.” Judging the AMRAs this year, I’ve seen encouraging progress: more projects blending diverse data sources, prioritising transparency, and setting higher standards for robust, responsible research.
“In 2026, I’m hopeful the wider media and digital industry will fully embrace this push for openness, an ethos at the heart of all our JICs.
“The Audience Measurement Council’s vision says it best: Independent measurement should be delivered by impartial third parties, using transparent processes supported by shared checks and balances.”