The Top Market Research and Consumer Trends to Watch in 2025

As we step into 2025, the market research industry continues to evolve at a breakneck pace, driven by emerging technologies, shifting consumer behaviours, and an ever-increasing demand for actionable insights. Whether you’re a researcher or part of an industry reliant on consumer intelligence, staying ahead of these trends is critical. Here are the top developments shaping the future of market research and consumer trends in 2025.

Virtual reality (VR) and augmented reality (AR) are no longer confined to gaming and entertainment.

1. AI-Powered Insights Dominate the Scene

Artificial Intelligence (AI) has transformed the market research landscape, enabling faster, more precise data analysis. Advanced AI algorithms can now process vast datasets in real-time, identifying patterns and delivering actionable insights without human intervention. Tools powered by generative AI are also crafting survey questions, analysing sentiment, and predicting future consumer behaviours, streamlining workflows across industries.

Businesses in retail, healthcare, and technology are particularly leveraging AI-driven predictive analytics to anticipate customer needs, fine-tune marketing strategies, and personalise experiences.

2. Sustainability Takes Centre Stage

Consumers in 2025 are more environmentally conscious than ever. According to recent research, over 70% of global consumers prioritise sustainability when choosing brands. This shift compels businesses to integrate green practices and promote them transparently.

Market researchers are increasingly focusing on understanding consumer attitudes towards sustainable products and services. From eco-friendly packaging to carbon-neutral commitments, brands that fail to adapt risk alienating a significant segment of their audience.

3. Immersive Technologies Revolutionise Research

Virtual reality (VR) and augmented reality (AR) are no longer confined to gaming and entertainment. These immersive technologies are becoming indispensable tools in market research. VR-enabled focus groups and AR product testing offer brands an unparalleled ability to observe consumer interactions in lifelike environments.

Retail and automotive industries, for example, are using VR to simulate shopping experiences and test drive scenarios, gathering rich, qualitative data to inform product development.

4. The Rise of Gen Z Influence

As Gen Z grows into a dominant consumer demographic, understanding their unique preferences and values has become a priority. Known for their digital savviness and demand for authenticity, this generation influences purchasing decisions across households.

In 2025, market researchers are employing social listening tools to decode Gen Z’s online conversations. By analysing TikTok trends, Instagram interactions, and other digital footprints, brands can connect with this group on a deeper level.

5. Data Privacy Remains a Top Concern

With stricter regulations like the UK’s Data Protection Act updates and similar global policies, companies must prioritise data privacy. Transparency in data collection processes and offering consumers control over their information have become non-negotiable.

Market researchers are adopting privacy-first methodologies, such as anonymised data collection and zero-party data—information willingly shared by consumers—to ensure compliance and build trust.

6. Hybrid Research Methodologies Gain Traction

The blending of quantitative and qualitative research approaches is on the rise. Known as hybrid research, this methodology provides a holistic view of consumer behaviour, combining the depth of qualitative insights with the scalability of quantitative data.

For instance, online surveys followed by in-depth interviews allow businesses to validate trends while uncovering the underlying motivations behind consumer decisions.

7. Health and Wellness Redefined

Post-pandemic, health and wellness remain pivotal consumer priorities. However, the focus has expanded beyond physical health to include mental well-being, financial security, and work-life balance.

Market researchers are tracking these trends to help industries—from food and beverage to tech—align with evolving consumer expectations. Wearable technology, mindfulness apps, and functional foods are among the fastest-growing sectors responding to these shifts.

8. Social and Ethical Purchasing Decisions

Ethical consumption continues to gain traction as consumers demand accountability from brands. Issues such as fair trade, diversity, and labour practices influence buying decisions more than ever.

Market research is playing a critical role in identifying how these ethical considerations impact brand loyalty. Businesses investing in transparent supply chains and socially responsible practices are reaping the benefits in customer trust and retention.

Conclusion

The market research industry in 2025 is more dynamic and impactful than ever, serving as a critical bridge between businesses and their audiences. By harnessing emerging technologies, prioritising sustainability, and understanding nuanced consumer behaviours, brands can remain competitive and relevant in an ever-changing marketplace.

Whether you’re in FMCG, healthcare, technology, or beyond, staying attuned to these trends is vital. As the year unfolds, expect market research to not only adapt to these shifts but to also lead the way in uncovering new opportunities and driving innovation.