Feb 10, 2025
By Dan Wasserman

AI-Powered Market Research: Transforming Insights in 2025

Last year, I attended a conference with a client-side roundtable. One of the speakers made a comment that stopped me in my tracks. She said it was starting to feel as though she didn’t even have time to review an executive summary from a research study. What she needed as a deliverable were two bullet points—the ones that would make an immediate impact on her brand. As I looked around the stage, I saw nods of agreement from others on the panel.

Whether or not this is literally the reality, it’s clear that brand teams are under intense pressure to move faster than ever. They’re juggling tight budgets, impossible timelines, internal stakeholder demands, and leadership expectations to be innovative. Oh, and let’s not forget the question lurking in everyone’s mind: will AI take their jobs? Publicly, few people admit this is the reality, but privately, I know multiple client-side researchers who are anxious about what the future holds.

This story echoed throughout conversations I had with clients and leaders in the industry. The recurring theme was undeniable: 2024 felt like a low point for many. Too much to do. Too little time to think. Too much AI hype without clarity on how to use it meaningfully.

This is where the journey to Sparq Intelligence began.

Born from Experience, Designed for the Future

To be clear, these challenges aren’t new. For instance, we’ve been hearing about the need to accelerate research for years. Founded in 2007, KJT built its reputation on delivering high-quality, strategic research for clients in the healthcare industry. Many of our projects tackle complex challenges, requiring both qualitative and quantitative approaches to uncover the full picture. While our work has always been rigorous, even our “short” projects typically take about six weeks. Larger studies can last over a year.

In industries like healthcare, where decisions impact not just brands but also patients and providers, moving fast has always felt like a trade-off with quality. Yet, as business environments grow more competitive and complex, the pressure to make timely, informed decisions is greater than ever. Clients are constantly feeling that strain. Agency-side researchers have too.

The question we asked ourselves was this: How can we move business forward without compromising depth and accuracy?

Sparq Intelligence: The Next Chapter

The advent of AI has opened the door to faster, smarter, and more scalable solutions. But technology alone isn’t enough. At Sparq, we believe the right combination of AI and human expertise can elevate insights far beyond traditional approaches.

Sparq was born out of KJT’s legacy to positively improve healthcare globally, by establishing a distinct team to expand to serve industries like finance, retail, and consumer goods. Sparq’s purpose is simple yet bold: to provide brand teams with fast, actionable insights tailored to their unique needs—without sacrificing the rigor and thoughtfulness that make those insights meaningful.

What Makes Sparq Different?

It’s fair to ask: Do we really need another AI company? After all, nearly every research agency and platform is racing to integrate AI into their offerings.

What sets Sparq apart is its focus on humanizing AI—not replacing people but amplifying the human story behind the data. Our solutions are built to empower you, blending AI efficiency with to deliver insights that are fast, honest, and actionable.

Connection: Using AI-driven interviews to uncover fast, candid insights from stakeholders.
Prediction: Leveraging digital twin modeling to extend primary data, enabling better foresight and decision-making.

Both solutions are grounded in the best practices of traditional market research while delivering results in as little as a week or two—transforming the way insights are generated and used.

A Personal Reflection: Empowering the Future

Over the past year and a half, I’ve had the privilege of meeting incredible people across our industry. Sparq represents an exciting opportunity to work more closely with many of you—whether you’re on a brand team, at a creative agency, or as an independent researcher who is looking to enhance your capabilities.

I believe the future of market research is bright. Rather than replacing researchers, I see AI as a tool that empowers us to be more strategic. By reducing the time spent on process-heavy tasks, solutions like Sparq enable marketers and brand teams to focus on what truly matters: building their brands and driving innovation.

Traditional research isn’t going away anytime soon. But as I look ahead, I’m thrilled to play a part in shaping what the future of our industry will look like. With Sparq, we’re not just keeping up with the times—we’re helping to define them.

Join Us in Transforming Insights

Sparq Intelligence is here to help brands navigate complexity, reduce uncertainty, and make smarter, faster decisions. Whether you’re in healthcare or beyond, we’re ready to partner with you to uncover the insights that matter most.

Let’s move forward together.

Dan Wasserman

Head of AI Solutions

Dan is the Head of AI Solutions for Sparq Intelligence. He is a leader in generative AI and market research, with 15+ years of experience bridging technology and business strategy. He drives AI innovation to deliver fast, precise, and impactful insights. A recognized thought leader and speaker, he helps businesses turn data into confident decisions.

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Speed and accuracy are critical: decision-makers are often tasked to do more, with less. Decisions may be made without enough insight to guide strategy.