Report · Market insight
Insight Census 2024/25: optimism falls as AI reshapes the profession
Findings from around 1,000 practitioners on market headwinds, career sentiment, and sector resilience.
There has been a fall in optimism towards new opportunities within the insight sector over the past year, according to our research.
Key findings
57%2023/24 Census
51%2024/25 Census
Our 2024/25 Insight Census found that 51% of respondents reported feeling optimistic about opportunities in insight compared with 57% last year.
Career development was also seen as a challenge, with only half of respondents stating that they had sufficient access to training and mentoring opportunities.
Average salary increases in 2024 kept pace with inflation at 3%, with those changing roles seeing rises of up to 26%.
Our census said that one in five respondents thought flexible working was a key factor for them, while AI was viewed as both a driver of optimism and a source of concern due to its impacts on job security and research quality.
Diversity and inclusion
Among senior executives in the survey, 18% identified as neurodivergent, compared with 7% at entry level, while 5% of respondents reported having a physical disability.
The census also said that women in the survey earned 15% less than men overall, largely due to differences in skill areas.
Why it matters
Liz Norman, chief executive at ENI, said: “Insight is evolving at an unprecedented pace, reshaping the experience for everyone involved. In a landscape where investment is increasingly directed towards technology and the conversation is dominated by AI, the experience of those that work within insight is crucial but often takes second place.
“It’s clear from our findings that those that work at the heart of insight value culture, flexibility, and a genuine commitment to DEI. Listening closely to these voices has never been more important.”
About the research: the 2024/25 Insight Census surveyed our candidate and client network and LinkedIn followers. Around 1,000 people working in insight responded, with data collected by Tapestry Research. This article first appeared on Research Live. More findings: salary and census reports.
