27th April, 2026:
Mumbai, India: As part of the International Market Research Day webinar series, MRSI hosted a second session titled “Young Trailblazers: Powering Next-Gen Thinking in MR.” The panel featured Garvita Chauhan from Borderless Access; Aditya Kumar, Ira Thamman, and Priyanshi Sankhla from Kantar; and Saachi Asthana, Senior Research Manager & Partner at Dragonfly Market Research. The session was moderated by Pallavi Mathur Lal, India Lead – Marketing and Knowledge at Ipsos India. The session focused on how young talent, especially Gen Z, is reshaping the future of work in the research and insights industry.
Garvita expressed her deep appreciation for the diversity and dynamism of the market research industry, noting that its ever-evolving nature; ranging from FMCG to technology; ensures it never becomes monotonous. She highlighted that at its core, the profession is about listening to people and uncovering human truths through their words, expressions, and emotions. Drawing from a personal anecdote during a seafood study, she illustrated how consumer stories and emotional connections can translate into impactful brand decisions, reinforcing the true value of research beyond just data collection.
She also shared her perspective as a millennial, emphasizing how her generation’s exposure to both pre-digital and digital worlds provides a unique lens. While acknowledging differences between millennials and Gen Z, she expressed admiration for Gen Z’s clarity, purpose-driven mindset, and willingness to question norms, while also noting the resilience and adaptability ingrained in millennials through navigating ambiguity and demanding work cultures. She also emphasized that impactful research is not just about robust methodologies, but about intellectual honesty and the courage to present uncomfortable truths that can shape strategic direction.
Addressing the role of AI, she candidly admitted her initial apprehension, but acknowledged its effectiveness in improving efficiency across tasks such as tranion and structuring research outputs. However, she cautioned against over-reliance, introducing the concept of “confident wrongness,” where AI may produce polished yet contextually flawed insights. She stressed that while AI is a powerful tool, it cannot replace human interaction and nuance; particularly in qualitative research.
She concluded by emphasizing the need for researchers to remain curious, rigorous, and human-centric; leveraging AI as an enabler rather than a substitute, and prioritizing genuine human understanding over technological convenience.
Aditya shared that his entry into market research was unplanned, sparked by a campus interaction that introduced him to the kind of problems the industry solves and the decisions it influences. He recalled that his early years were focused on understanding the fundamentals; working through briefs, questionnaires, and data—while being supported by mentors who encouraged learning without hesitation. He highlighted the importance of moving beyond data to real-world exposure, citing his experience of working in international markets, which helped him better understand cultural nuances and consumer behaviour. He noted that such experiences not only build professional capability but also make the work more meaningful and engaging.
Speaking about Gen Z in the workplace, Aditya acknowledged common perceptions but clarified that the core expectation is simple; understanding the purpose behind the work. He emphasized that clarity on how their work contributes to real decisions and outcomes is a key driver of motivation and retention. He added that continuous learning and exposure to new markets and challenges keep the role dynamic, making the industry rewarding for those who seek variety and growth.
On AI, Aditya noted that while it is a powerful and useful tool, there is a risk in relying on polished outputs without validating the underlying data. He cautioned that unchecked use can lead to confidently presented but flawed insights, stressing the importance of critical thinking and data validation alongside the use of AI.
Saachi shared that her journey in market research began nearly nine years ago, and what continues to stand out is the constant learning the industry offers. She noted that every project, category, and interaction; whether with clients, consumers, or team members; brings new perspectives and insights. She highlighted her experience working on cultural research as a defining moment, where she had the opportunity to travel across multiple states in India and understand regional diversity through consumer interactions, market visits, expert interviews, and everyday observations. She explained that decoding the cultural nuances of different regions has helped her move beyond a one-size-fits-all approach and view categories with greater context and depth.
Saachi also addressed the growing role of AI in research, observing that while it enhances speed and aids pattern recognition, it cannot replace the human layer; especially in a field rooted in human understanding. She emphasized the importance of balancing technology with strong human interpretation, noting that over-reliance on AI can lead to similar-looking outputs and oversimplified narratives.
She further reflected on working with Gen Z professionals, highlighting their curiosity, clarity, and willingness to take ownership of their learning journeys. She noted that they are vocal about their interests, eager to expand their skill sets, and unafraid to set boundaries; qualities she finds both refreshing and valuable.
In her concluding remarks, Saachi appreciated initiatives that bring the research community together, emphasizing the importance of collaboration, continuous learning, and active participation. She encouraged organizations and leadership teams to support such platforms, as they help professionals grow, connect, and find greater meaning in their work.
Ira shared that working on studies that create long-term business impact has been a defining part of her journey, and being invited to speak at this stage reflects the trust her team has placed in her to handle complex projects. She highlighted a key study in the sexual health category, where her team explored changing definitions of masculinity in a high business-priority market in India to inform brand communication strategy. Given the sensitivity of the topic, she emphasized the importance of setting aside personal biases and approaching the subject with objectivity. To deepen understanding, the team used semiotic analysis to build hypotheses before fieldwork and supplemented this with unconventional methods, including analysing how men present themselves on dating platforms. This approach helped uncover patterns that were later validated through primary research, leading to insights that would not have emerged through traditional data sources. She noted that this work was later recognized through an industry nomination, marking it as a significant milestone.
She also discussed the rapid evolution of tools and methodologies in research, particularly with the growing influence of AI. While AI is increasingly being used for tasks such as data processing and report writing, she emphasized the importance of continuously experimenting with new ways of analysing and visualising data. She highlighted her personal efforts to stay updated by engaging with behavioural science literature, global research reports, and tools that help capture cross-industry signals and organise ideas.
Ira acknowledged that being relatively early in her career means she is still building intuition as a researcher. She stressed the importance of learning from experienced professionals, asking questions, and translating their knowledge into her own understanding of consumers. She noted that this exchange of knowledge between peers and seniors is critical for collective growth. She described research as a creative and intuitive process that requires time and depth to interpret data meaningfully. She emphasized that meaningful insights often lie in contradictions and complexity, and cautioned against oversimplifying narratives. She concluded by stressing the importance of embracing complexity in research while communicating it effectively, rather than reducing it to overly simplistic interpretations.
Priyanshi highlighted her opportunity to work on high-impact projects and build strong client partnerships, while also contributing beyond core work through initiatives aimed at fostering culture and representing youth. She emphasized that while technology is rapidly transforming the industry, the more significant shift lies in the evolving role of the researcher; from execution to interpretation. She noted that insights professionals today are expected not just to report findings, but to provide context, guide thinking, and support decision-making. She stressed the importance of strong fundamentals, clarity of thought, and respect for the craft, stating that these will continue to distinguish impactful research.
Priyanshi also highlighted the role of mentorship in her growth, acknowledging that guidance from managers and seniors helped shape her skills and confidence early in her career. She expressed the importance of nurturing curiosity and supporting others in the same way, contributing to a culture of learning and development. Reflecting on Gen Z in the workplace, she noted that what is often perceived as misalignment is actually a shift in mindset; questioning traditional beliefs such as long hours equating to commitment. She emphasized that her generation values clarity, purpose, accountability, and respect for time, believing that meaningful work requires focus, collaboration, and balance rather than burnout.
She concluded by stating that the future of market research is not just about better tools, but about better thinking. While technology will continue to evolve how research is conducted, she stressed that people ultimately determine its purpose and impact, and staying focused on meaningful outcomes will ensure the industry evolves in the right direction.