Planning season is when companies set direction for the year ahead – which products to launch, where to invest, how to reach customers. It’s a time for big decisions, and those decisions need to be rooted in one thing: reliable, actionable insights. Without a strong understanding of what customers want, how markets are evolving, and what competitors are doing, even the best strategies risk missing the mark.

That’s why having the right market research and consumer insights skills on hand is especially important during the planning process. It’s not just about crunching numbers or running surveys – it’s about connecting data with decisions. Teams need professionals who can translate research into real business guidance.

Here’s why insights capabilities are under the spotlight during this time of year:

• High stakes mean high expectations. Business leaders rely on insights to validate assumptions, reduce uncertainty, and guide investments. Getting it right can shape an entire year of performance.
• Time sensitivity is key. Planning decisions often come with tight timelines. Having experienced insights professionals who can move fast – without sacrificing quality – can make or break a deadline.
• Cross-functional collaboration is essential. Insights teams need to communicate clearly with marketing, product development, and executive teams. Skills in storytelling and data translation are often more critical than just data collection.

In this context, businesses are rethinking how they approach insights hiring and talent acquisition. Full-time hiring can be slow and rigid, while the landscape is changing quickly. That’s why flexible solutions like On Demand Talent – offering experienced researchers and strategists for temporary or fractional roles – are gaining traction among forward-thinking brands.

Whether you need support with qualitative research, quantitative analysis, or thought partnership during strategic planning workshops, the right talent can bring clarity and confidence to your process. And during planning season, that’s not a luxury – it’s a competitive edge.

As we look toward 2025, certain insights and market research skills are emerging as top priorities for organizations planning their strategies. From advanced data analytics to empathetic consumer storytelling, the skills most in demand reflect the changing expectations placed on insights professionals. It’s not just about reporting results – it’s about driving action.

So what are the most in-demand insights skills for planning season? Based on what we’re seeing across industries, here are some of the competencies companies are actively seeking:

1. Advanced Data Analytics and Interpretation

With more data available than ever before, companies need experts who can not only analyze it – but also interpret what it means for the business. Strong data analytics skills, particularly in tools like SPSS, R, Tableau, or Power BI, are in high demand. But just as important is the ability to connect those numbers to business priorities. This blend of technical and strategic thinking is invaluable for organizations looking to build more predictive planning capabilities.

2. Qualitative Research and Emotional Insight

Quantitative data shows what is happening, but qualitative research explains the why. Businesses are increasingly recognizing the value of empathy, context, and consumer voice, especially in high-stakes decisions around branding, innovation, and communication. Skills in ethnography, depth interviewing, and thematic analysis help bring the human side of research to life – and ensure customer-centric strategies.

3. Mixed-Method Research Design

Today’s insights professionals often need to design and execute studies that incorporate both quantitative and qualitative methods. That means knowing how the methods work individually, but also how to integrate them in a way that’s seamless and efficient. Mixed-method thinkers are particularly valuable during planning season, because they can produce well-rounded insights under tight timelines.

4. Strategic Thinking and Business Acumen

Companies want insights experts who understand the bigger picture. That includes aligning research questions to business objectives, communicating findings in decision-ready formats, and even participating in strategy sessions. Business fluency – not just research fluency – is a key asset during annual planning.

5. Insights Storytelling and Communication

Even the best data doesn’t make an impact if it’s not understood. Skills in clear communication, using visuals, summaries, and persuasive storytelling are increasingly vital to ensure insights drive action. Teams are looking for researchers who can translate findings into compelling narratives that resonate with executive audiences.

These trends are shaping how companies approach insights hiring in 2025. More businesses are turning to solutions like SIVO’s On Demand Talent to gain access to these niche skills without waiting months for full-time hires. Whether you're building your consumer insights team from the ground up or simply supplementing for the season, understanding what to look for in your talent makes all the difference.

As one fictional example, imagine a food & beverage brand preparing for a new product launch in a saturated category. They need quick-turn competitive scanning, a pulse on consumer sentiment, and activation recommendations. By bringing in a qualitative researcher alongside a data analyst through On Demand Talent, the brand rapidly synthesized multiple data sources and delivered strategic insights to guide go-to-market plans – all in just a few weeks.

That’s the power of having the right insights capabilities at the right time. And during planning season, timing is everything.

The landscape of talent acquisition for insights roles is evolving rapidly. Businesses are re-evaluating not just the types of market research skills they need, but also how and when those skills are brought into their organizations. Insights hiring is becoming more agile, with companies seeking flexible, high-impact contributors who can step in quickly to support fast-paced decision-making during the planning season.

The days of building large, permanent research teams are shifting. Instead, many organizations are opting for leaner teams supplemented with flexible specialists. This allows them to scale their capabilities based on business priorities, particularly when strategic planning cycles ramp up in Q3 and Q4.

Several trends are influencing this shift:

 
• Increased demand for hybrid researchers: Professionals who can integrate qualitative and quantitative research methodologies are highly valued for offering both depth and data-driven clarity.
 
• Focused data analytics skills: Instead of broad analytics departments, companies are looking for researchers who can translate insights from data sources directly into user stories and business actions.
 
• Shorter project timelines: Business needs are dynamic, so planning season calls for talent that can get up to speed quickly and drive results with minimal onboarding.
 
• Budget sensitivity: Rather than committing to full-time hires, teams are leveraging short-term experts to maximize output during key strategic planning months.
 

These changes reflect a larger trend across industries – moving toward more adaptive, high-performing insight functions. Business leaders are no longer just asking who do we need? but also when and for how long? This flexibility not only reduces risk but also ensures companies are tapping into the best skills for market research jobs, exactly when they’re most needed.

Whether building internal teams or collaborating with insights partners like SIVO, companies that prioritize agility and specialized talent will be better equipped to respond to changing consumer needs and evolving markets.

When businesses face skill gaps during planning season, traditional hiring methods may not offer the speed or precision required. That’s where solutions like On Demand Talent come in. By accessing pre-vetted, highly experienced insights professionals on a project or temporary basis, companies can quickly bring the exact expertise they need into their teams – without lengthy recruitment processes or permanent commitments.

With SIVO’s On Demand Talent solution, businesses gain access to a national network of seasoned consumer insights professionals across all industries. Whether it’s quantitative research leadership, qualitative moderators, data analytics skills, or strategic thought partners, On Demand Talent can meet your evolving needs.

Why companies use On Demand Talent for research:

• Speed-to-value: Talent is matched and onboarded within days or weeks, not months.
• Flexible staffing: Fill temporary roles or supplement your team for high-volume or niche projects.
• Senior-level support: Our experts come ready to contribute – no hand-holding or upskilling required.
• Cost-efficiency: Avoid overhead costs and only pay for the expertise you need, when you need it.

For example, a fictional CPG company facing a compressed 2025 planning calendar recently used On Demand Talent to bring in a skilled qualitative researcher to conduct a rapid consumer journey study. Within two weeks, the project was in field – and the resulting insights directly influenced their brand strategy for the upcoming year. These kinds of fast, high-quality outcomes simply aren’t always possible with traditional insights hiring models.

Ultimately, flexible hiring for consumer insights teams helps future-proof your organization. By integrating On Demand Talent into your workforce strategy, you can adapt to emerging priorities, fill gaps with precision, and drive impact even through tight timelines and shifting business demands.

As teams gear up for planning season, aligning your insights capabilities with strategic goals ensures you’re not just gathering data – you’re generating actionable intelligence. Achieving this means having the right talent in the right roles, at the right time.

Here are key steps to make sure your insights team is strategically aligned:

Start with your planning priorities

Clarify the questions leadership needs answered to inform 2025 strategies. Are you exploring new market opportunities? Reassessing your target consumer? Testing messaging or product concepts? Once objectives are clear, it becomes easier to identify the insights skills required to support them.

Map required skills to each initiative

Break down each planning stream and consider what expertise is needed:

• Audience definition? You may need specialists in qualitative research or ethnography.
• Growth forecasting? Bring in analysts with strong data analytics skills.
• Concept testing? Lean on experts in quantitative research to validate ideas with rigor.

Assess your internal team’s bandwidth

Do you have the right skills in-house – and enough bandwidth to meet timelines? If not, it may be time to supplement with outside help. Identifying gaps now allows time to vet and onboard new talent efficiently.

Explore non-traditional hiring models

If you're facing too many projects and too few hands, consider tapping into talent solutions like SIVO’s On Demand Talent. Fractional experts can provide immediate support during planning season, offering both the experience and agility to get work done without long-term overhead costs. It’s a smart way to execute effectively and gain momentum without burning out internal teams.

Being intentional in how you build or extend your team ensures that each role adds value. Whether refreshing brand positioning, analyzing category dynamics, or identifying whitespace, the right people bring your plans to life.

By being proactive, flexible, and strategic in aligning your team’s capabilities with your goals, you’ll put your organization in the best position to make 2025 a year of insight-driven growth.