by From Research to Insight: Making Market Research a Strategic Driver of Business
MRMW: What motivates you to join the MRMW EU conference, and what is the core message of your talk?
Nevra: Over the past years, we’ve made significant progress transforming VoC from a reactive customer support function into a proactive intelligence engine. Through changing approach to data, leveraging AI-powered tools and internal frameworks, we’ve embedded consumer understanding into the heart of decision-making, fuelling product design, messaging, innovation, and more. After many conversations with industry peers, I’ve realized that while we’re ahead in some areas, we’re still just scratching the surface of what’s possible. With AI becoming more robust and accessible, we have an incredible opportunity to generate insight faster, cheaper, and more impactful. But this requires redefining its role, evolving from research to insights, which moves from answering briefs to actively steering the business. I believe insight should no longer sit on the sidelines; it should be part of the company’s DNA, reducing reliance on external agencies and empowering teams with continuous, actionable information. It’s time we speak less about research and more about insight, because value lies not in collecting data, but in transforming it into direction. My motivation to join MRMW EU is twofold: to share our journey and offer inspiration to others who are navigating similar shifts, and equally to learn from the incredible minds in the room in what ways they are approaching it. This exchange of ideas is what drives real progress, and I’m excited to be part of a community that’s shaping the future of insight together.
MRMW: How has this impacted your own work and your organisation?
Nevra: We’ve redefined how insights are generated and how it’s used. This shift has helped us broaden the scope, speed of insight delivery and span of impact across the organization. By building internal capabilities and applying structured thinking to the data we already have, we’ve become more creative in use cases, less dependent on purchased feedback and unlocked faster, more cost-effective decision-making.
Foundational studies, deep dives, and expert-designed methodologies continue to be essential, especially for guiding strategic direction and addressing complex questions. What’s changed is our ability to act with greater agility in between, leveraging always-on intelligence that’s now accessible across teams more frequently and seamlessly than ever before.
For the organization, it has led to more confident, timely decisions and stronger cross-functional collaboration, because consumer feedback is at the centre of everything we do. For the function itself, it has evolved from delivering research within limited budgets more on to enabling strategic foresight and making insight a continuous, value-driving force across the business.
MRMW: How has market research and insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Nevra: Market research has evolved from static, project-based studies into more continuous, integrated intelligence. Advances in AI, automation, and unstructured data have enabled us to deliver insights that are faster, more scalable, more comprehensive and embedded closer to the point of decision. Globally, we’re seeing a shift toward more agile, decentralized insight capabilities.
Still, in many organizations, research is brought in to validate, rather than to guide. That mindset needs to change. The future lies in positioning insights as a core driver of business strategy; predictive, proactive, and essential at the executive table.
This means moving beyond the “briefing agency” role and empowering research teams to help shape what’s next, not just explain what happened. Insights should inform design, marketing, innovation, operations, and more, at pace with the business.
To get there, we need more than new tools. We need to break down silos, increase data literacy, and build frameworks and cultures where insights are shared, acted on, and respected across functions. The next evolution is about making insights not only accessible, but indispensable.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Nevra: Researchers today need to go far beyond data interpretation. Two expected skills are:
- Analytical thinking: The ability to extract meaning beyond complex, often messy data.
- Storytelling: To turn insights into narratives that inspire action across the business.
But in this evolving landscape, two less obvious skills are becoming critical:
- Organizational influence: Researchers must navigate stakeholders effectively and communicate insights in a way that speaks the language of the business. It’s not enough to support decisions, they must guide them. That influence should be institutionalized, not incidental. This means building internal structures that embed insights into decision-making processes, so their use becomes expected, not optional or dependent on the requestor’s preference.
Crucially, insights must earn a share of voice in the boardroom. Their value is fully realized only when they are assumed, trusted, and actively used by senior executives, not siloed with analysts or insights teams. To achieve this, we must elevate insight from data output to strategic input, framing it in terms of business impact, risk mitigation, and future opportunity. That’s how we move from relevance to influence.
- Empathy for leadership: Understanding executive pressures, priorities, and trade-offs helps position insight in ways that resonate for the organization and its leaders. It’s about framing the value your function brings so it earns a consistent place at the leadership table.
As insights become more embedded in strategy, researchers must learn to speak the language of impact, translating data into business direction. The role is no longer just technical, it’s political, human, and deeply strategic.
MRMW: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Nevra: Beyond insights, I’m deeply invested in conversations around leadership, organizational resilience, and behavioural influence. I enjoy exchanging ideas on how to build internal credibility and create functions that don’t just deliver, but shape direction and drive transformation.
With a cross-functional background, I often support professionals working to increase their impact, navigate complexity, and gain executive presence for a lasting voice at the table. If you’re on that journey, I’m always happy to exchange experiences and ideas.
Not an expert but I’m a thinker at heart, drawn to philosophy, human behaviour and technology. I have a personal affinity for science, from behavioural psychology to quantum physics, and I value intellectually curious conversations, especially those rooted in humility and open-mindedness.
MRMW: Last but not least, we are publishing “reading/listening guides” on our blog, can you share your favourite recommendations for inspiration, learning and leadership:
Nevra:
- In your ears – Podcast:
The Diary of a CEO by Steven Bartlett: Honest, thought-provoking conversations spanning leadership, personal growth, business strategy, mental health, and the real stories behind success.
Coaching for Leaders by Dave Stachowiak: Practical, experience-based guidance for navigating everyday leadership challenges and building influence.
Impact Theory by Tom Bilyeu: Deep dives into mindset, entrepreneurship, science, and human behaviour, ideal for developing empathy with executive thinking and visionary leadership.
Also highly recommended:
- Simon Sinek: For his perspective on infinite leadership and purpose-driven organizations.
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- Jefferson Fisher: For mastering communication and emotional clarity in high-stakes situations.
- Mel Robbins: For actionable mindset shifts around control, confidence, and resilience.
- Chase Hughes: Deep insights into understanding human psychology, and elevating communication strategies at the executive level.
- Big Think (YouTube channel): A rich stream of bite-sized insights from global thought leaders in science, psychology, philosophy, leadership, and innovation, designed to sharpen thinking and challenge perspectives.
- Unsolicited Advice (YouTube channel): A refreshingly modern take on philosophy, blending ancient wisdom with everyday relevance, ideal for anyone curious about thinking deeper, yet staying grounded.
- Must read – Book/Blog:
Good to Great by Jim Collins: A timeless exploration of what sets enduring companies apart, offering practical insights into disciplined leadership, strategic focus, and building long-term success.
Genesis by Eric Schmidt: A compelling dive into the vast potential of AI and how it will reshape industries, leadership, and human potential in the coming decades.
The Lifecycle of a CEO by Claudius A. Hildebrand and Robert J. Stark: A powerful framework for understanding how different business contexts shape executive thinking. It’s a must-read for anyone seeking to align insight with leadership priorities and earn influence at the top table.
How Would You Move Mount Fuji? by William Poundstone: A thought-provoking guide to creative problem-solving, this underrated gem shaped how I approach ambiguity, challenge assumptions, and build analytical thinking in real-world situations.
MRMW: Thank you so much, Nevra. We look forward to hearing more from you at MRMW EU 2025!
📍MRMW Europe Returns This Autumn!
Excited to hear Nevra share how her team transforms research into actionable insights and drives strategic value across the business?🎤 You’re not alone. At MRMW EU 2025 (Nov 6–7, Berlin), you’ll hear from her and insights leaders at Scandinavian Tobacco Group, Salomon, Samsung, eBay, EDP and more—sharing real-world case studies, fresh research trends, and the strategies shaping tomorrow’s CX and market insights.
Join us for live discussions, cutting-edge case studies, round tables and interactive networking sessions. The unique MRMW concept provides the perfect balance between personal development, networking and doing business.
Reserve your seat now to connect with industry leaders and shape the future of insights!
