Perspectives from Matt Nelson of Mintel
Matt Nelson
CEO, Mintel | mnelson@mintel.com | LinkedIn bit.ly/4h5Mcjz
What makes this moment in the marketing research industry so pivotal?
For decades, marketing research followed a familiar path: surveys, reports and retrospective analysis. That still matters, but the speed and complexity of today’s consumer world demand something more. We’re now dealing with behavioral signals, cultural shifts and AI-driven tools that let us anticipate change in ways we couldn’t before. It’s no longer just about understanding what happened, but about preparing our clients for what comes next.
Many marketers feel overwhelmed by the sheer volume of data available. How should they approach it?
Too much data can be just as paralyzing as too little. The challenge isn’t collecting more; it’s cutting through the noise. Marketers don’t want another dashboard; they want clarity. They want to know what’s shifting, why it matters and what they should do about it. Our role is to simplify complexity into clear, confident guidance.
What does that mean for the role of a research partner today?
It means moving beyond delivering reports to becoming true decision partners. We connect dots across surveys, cultural signals and behavioral data, and stay with clients to interpret and apply those insights. The future is about integrated foresight, helping CMOs and brand leaders move faster and reduce risk by having confidence in their next decision.
Where does AI fit in this future?
AI is transformational, but it’s not a magic solution. It’s only as powerful as the data and expertise behind it. At Mintel, we combine machine learning with trusted, transparent data and human interpretation.
That balance ensures insights are explainable and actionable, not just clever models.
Looking ahead, what excites you most about the road to predictive?
The biggest opportunity lies in foresight; integrating data from every angle and creating environments where brands can test “what-if” scenarios before they happen. The companies that master this won’t just react to the future; they’ll shape it. And that’s the path we’re committed to at Mintel.
