Event Recap: Quirk’s Event New York
This year’s sold-out Quirk’s Event once again proved why it’s a gathering must for the marketing research community. Packed into two energetic days, client-side researchers and supplier partners came together to share ideas, swap insights, and spark new connections. From quick-hit 30-minute sessions to a buzzing expo hall, Quirk’s delivered an inclusive, collaborative space that kept the conversations—and inspiration—flowing.
Here’s a quick recap of some standout sessions and themes:
Value: What it means and the future for brands
“The Value Crisis” featured a powerhouse panel of industry leaders—Tina Tonelli (Haleon), Cherie Leonard (Colgate Palmolive), and Natalie (Pernod Ricard)—sharing how they’re navigating today’s shifting value landscape and what it means for brand relevance. One key takeaway: the connection between quality and fair price is drifting apart, creating what they called a “value crisis.” Consumers no longer see high price as the only marker of quality—and they’re proudly redefining what “smart spending” looks like.
What was once seen as shameful—like thrifting or hunting for deals—is now a badge of honor, with people eager to swap money-saving tips and hacks with friends. The discussion also uncovered six pillars of value brands can tap to stay connected with these shoppers. In an era where the definition of “good value” is more nuanced than ever, brands that understand these shifting perceptions—and the cultural forces behind them—will be best positioned to earn loyalty and trust.
The countdown is on to the World Cup. Is your brand ready?
Another standout “How The New York Times is engaging new audiences through strategic insights and data” featured an inside look at how the media icon is expanding far beyond the newsroom to connect with readers in fresh, relevant ways. With the 2026 World Cup on the horizon, its advertising team—alongside The Athletic—tapped into soccer’s global stage to uncover how brands can show up authentically and make a lasting impact.
The Athletic’s survey of soccer fans reiterated authenticity is key with 3 in 4 fans saying brands sponsoring soccer should:
· Respect the diverse cultural traditions of the World Cup
· Respect the traditions and values of fan communities
· Align with values of cultural diversity and inclusion
Their advice for marketers was clear: Don’t be an afterthought. Simply slapping your logo on a major event won’t cut it—fans can spot insincerity a mile away, and it can backfire.
Beyond the Basics: Leveraging consumer insights into game-changing brand creation
The first session of the first day is always a challenging spot, but Eboni Washington of Suntory rose to the occasion with an insightful, and at times, humorous presentation that answered an important question: In categories where breakthrough innovation is rare, how can you create brands that don’t just stand out but scale?
This session dove deep into the innovation journey behind Nectar, a new-to-world ready-to-drink alcoholic beverage that defied industry conventions by staying relentlessly consumer-centric. Attendees learned how to move beyond surface-level insight work and embed consumer voices throughout the brand-building process, from ideation to launch and beyond. Drawing on real-world practices and lessons, this session provided a roadmap for turning consumer desires into commercially successful, emotionally resonant, premium brand experiences.
Key learnings and takeaways:
Check your biases at the door: Don’t let personal preferences or internal agendas drive innovation research; true insight work starts with listening, not assuming
Build brands that are both unique and scalable: Create distinct propositions with real whitespace appeal then structure them for commercial success
Create emotional connection through consumer behavior and trends: Breakthrough came by responding to a market opportunity for natural, unprocessed, better-for-you offerings with emotional resonance
Cross-functional collaboration is non-negotiable: Assembling a diverse, aligned team can eliminate silos, increase internal buy-in, and accelerate iteration and execution
Engage consumers throughout the journey: From concept testing to a faux launch event simulating real-world conditions, consumers were part of every key decision in Nectar’s development
Research doesn't end at validation: Researchers must remain active partners through go-to-market planning supporting retail strategy, forecasting, and post-launch pivots
Nectar is just the beginning: With a successful limited release already completed, Nectar is preparing for a full national launch demonstrating how insight-driven innovation builds commercial momentum.
Beyond the Sessions
In addition to the conference, the annual Marketing Research Education Foundation (MREF) Awards are an event highlight. Grateful to see this year’s recipients—Tanya Pinto and Baal Dan Charities, and Elys Roberts and BEESY Strategy—recognized for their incredible service and impact. Their dedication reminds us that research can do so much more than drive business decisions; it can be a force for good around the world.
From supporting vulnerable children through Baal Dan to empowering people through BEESY’s purpose-driven initiatives, their work is an inspiring example of how our industry can give back in meaningful, tangible ways.
Interested in seeing what the buzz was at the Chicago event earlier this year? Check out our recap here: Event Recap: Quirk’s Event Chicago
Did you attend the event? If so, tell us about your favorite sessions and key takeaways in the comments below.