Appinio Research · 12.11.2025 · 5min read
The MRMW Europe 2025 in Berlin was the hotspot for the future of market research and the role of AI. From seamless real-time insights to the debate on data quality in an AI world: Find out here which concrete take-aways Louise Leitsch and Appinio brought back from Berlin, and download the slides for the "TOMORROW’S INSIGHTS TODAY!" presentation.
As one of the leading conferences, MRMW (Market Research in the Mobile World) brings together forward-thinking clients, innovative agencies, and technology disruptors to discuss the latest trends and innovations. This year's edition in Berlin was themed “Insight in Motion: Navigating the Future of Market Research and AI-Driven Consumer Understanding”.
As a Name Sponsor, we were, of course, there with a large team and our booth. The Appinio team was delighted to talk to insights experts about current research challenges – whether it's how you get quick insights without sacrificing quality or how you deliver Actionable Insights in Real-Time.
The Vision: Anticipatory Insights instead of Gut Feeling.
What happens when market research truly becomes frictionless?
This question was the starting point for our VP Research, Louise Leitsch, together with Christoph Deutschmann (Head of GenAI, cosnova), in their keynote “TOMORROW’S INSIGHTS TODAY!”.
The vision for 2030 is clear: Every business question receives a real-time answer. We anticipate insights instead of just reacting to questions. Imagine receiving pragmatic recommendations for the next steps, completely without weeks-long projects.
From Fragmentation to an End-to-End Ecosystem
Currently, we are still facing the challenge of closing the gap between fragmented tools and a seamless end-to-end research ecosystem. But the first building blocks are already in place:
- Intuitive platforms automate the creation and cleaning of surveys. AI delivers instant insights to you and makes research more accessible.
- This also includes the use of AI Personas – a topic that was intensely discussed in Berlin and where Appinio is already one step ahead with solutions like Appinio Conversation.
- We link technological efficiency with methodological depth – our motto: “Quick but not dirty.” Today, market research must be effective, not just correct.
That’s why our platform delivers Actionable Insights in real-time and isn't a PowerPoint-slinger.
Download the slides for the presentation "TOMORROW’S INSIGHTS TODAY!" here!
Panel-Check: Who bears the responsibility for data quality?
On the second day, the discussion went into the next round: Louise participated in the expert panel "MANAGING DATA QUALITY AND FRAUD IN AI-DRIVEN MARKET RESEARCH".
Mit dabei waren:
- Dr. Maryam Ramezani-Bartsch (Data and Insight Industry Leader, Host)
- Prof. Michael Thompson (Professor, IE University)
- Dr. Julio Viana (Team Lead Consumer and Process Insights, Invia Flights Germany GmbH)
- Und of course our Louise Leitsch (VP Research, Appinio)
Here, everything revolved around the central challenge of the industry: How do we secure trustworthy insights in an AI-driven world?
The most important learnings from the discussion:
- Quality is the Provider's Responsibility: Louise emphasized that data quality lies in the responsibility of agencies and providers – clients should not have to spend time on data cleaning.
- Everyone defines quality differently: The problem often starts with the questionnaire ("Garbage in, garbage out"). Clear, standardized protocols are often missing.
- AI as a Tool, not a Panacea: AI helps enormously, for example, in creating surveys from documents. This gives you as a researcher the time back for the actual conceptual work. However: You must know when to use it. Human insights are needed for completely new products. Remember the phrase: "A fool with a tool is still a fool."
- The Outlook: Even in five years, we will still be talking about data quality – only with new buzzwords. This topic is and remains crucial.
Our Conclusion: With these steps towards frictionless research in the AI age
The central discussions at MRMW 2025 clearly showed: Market research is facing the challenge of becoming faster and more accessible without sacrificing quality. The core requirements are:
- Speed: Pre-tests, concept tests & strategic studies in days, often under 24 hours.
- Substance: Technological efficiency combined with profound research expertise.
- Democratization: Easy access to insights, even without a statistics degree.
This is exactly the point where Appinio's real-time market research platform comes in. We offer you the agile solution to accelerate your time-to-insight and, at the same time, count on strong expert consulting. This frees up your time to create genuine clarity before you burn budget.
Do you want to implement the learnings from Berlin directly and base your decisions on data instead of assumptions? Talk to us!
