Beyond the Booth: What We Learned at Quirk’s New York

If Quirk’s New York made one thing clear, it’s this: the conversation around AI has moved on.

The industry is no longer debating whether AI belongs in market research. Researchers are figuring out how to use it in ways that make them faster, smarter, and more impactful—without compromising the quality of the work.

That shift was everywhere last week. At the Prodege booth, during our session with Hootology on real humans being essential to great insights, and in countless conversations with clients and industry peers, one message came through loud and clear: the future of research isn’t AI versus humans. It’s AI helping researchers do what they do best.

Here are three themes that stood out.

1. The Best Research Teams Won’t Choose Between DIY and Full Service

The old question was, “Which research model is better?”

The new question is, “Which model is right for this project?”

Teams are expected to move quickly one day and tackle complex strategic studies the next. That requires flexibility—not forcing every project into the same approach.

That was the focus of our session where we explored how AI is changing the relationship between DIY and full-service research. Instead of replacing one with the other, AI is helping clients like Hootology move seamlessly between both, choosing the level of support that fits the moment.

The takeaway? The future isn’t DIY or full service. It’s having both at your fingertips.

2. AI Is Becoming an Everyday Research Tool

The most interesting conversations weren’t about futuristic possibilities.

They were about practical applications happening today.

Researchers talked about using AI to build surveys faster, uncover insights more quickly, summarize findings, and make data easier to explore. Instead of spending hours searching through dashboards, they’re asking questions in plain language and getting answers instantly.

Those conversations mirrored what we were demonstrating at our booth with Chat with Your Data, our AI-powered capability that lets researchers interact with survey results conversationally. Attendees weren’t asking whether AI worked—they were asking how quickly they could start using it.

That’s a very different conversation than we were having just a year ago.

3. Quality Is Still the Foundation

For all the excitement around AI, one topic never disappeared.

Data quality.

Because no matter how advanced your analytics become, bad data still leads to bad decisions.

Researchers continue to prioritize trusted sample providers, transparent methodologies, and partners who consistently deliver reliable respondents. AI can accelerate analysis, but it can’t fix poor-quality data.

The organizations seeing the greatest success aren’t choosing between speed and quality. They’re demanding both.

The Best Conversations Happened Between Sessions

Of course, Quirk’s isn’t just about what’s happening on stage.

Some of our favorite moments came from the conversations at our booth—meeting with clients, sharing ideas with new connections, and hearing firsthand about the challenges research teams are solving every day.

We wrapped up the conference by hosting our rooftop party, where discussions about AI, innovation, and the future of insights continued long after the sessions ended. It was a great reminder that while technology is transforming research, this industry still runs on relationships.

Looking Ahead

If Quirk’s New York showed us anything, it’s that market research has entered a new phase.

The focus has shifted from experimenting with AI to putting it to work. Researchers are building more flexible workflows, expecting higher-quality data, and looking for technology that helps them move faster without sacrificing confidence.

We’re excited to be part of that evolution—and grateful to everyone who stopped by our booth, joined our session, or spent time with us throughout the week.

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See you next at CRC in Chicago!