Business of Evidence
How research is reshaping decision-making
Report
Take a closer look at the impact of research on strategy, growth, and accountability.
The Business of Evidence Report looks directly at the role research plays in the UK economy, measuring its impact, tracking how the profession is evolving, and examining what it will take to build confidence at the highest levels of leadership. Produced in partnership between the Market Research Society (MRS) and PA, we were pleased to work together on this report, bringing economic modelling together with insight from across the research ecosystem.
of market leaders surveyed agree research is a catalyst for change – up 18% since 2016.
research buyers believe more confident decision-making is the top business benefit of research and evidence activity.
From insight to influence
Research has always informed strategy. What is changing is its weight – shaping investment decisions, informing long-term planning, and influencing how organisations define growth and accountability.
Our research examines what this shift means in practice, exploring how:
- The economic impact of the research sector can be articulated more clearly to boards and budget holders
- Standards, trust, and governance must evolve in an AI-enabled environment
- Collaboration across the research ecosystem will strengthen long term value
- Investment in future skills will determine the profession’s competitiveness.
How we can help
Research only creates value when it shapes decisions. We help organisations connect evidence, strategy, and technology – turning insight into action and unlocking meaningful growth.
1. Design strategic research
We lead bespoke, mixed method programmes that uncover what truly drives behaviour, bringing clarity to complex decisions.
2. Decode human insight
We translate research into practical, human centred strategies that shape propositions, experiences, and operating models.
3. Turn evidence into impact
We embed insight across organisations, moving from understanding to execution and from evidence to measurable outcomes.
Featured insight
