Estlund explains her experience and role in the industry as well as Pernod-Ricard's operations.

In the industry, the best insight work comes from combining analytics and insights. Estlund emphasises that when it comes to combining analytics and insights, she only sees advantages. Market research and insights are valued more in the post-pandemic period. Recently corporate-level strategies are created a new style of working in the industry. According to Estlund, although AI is beneficial in various areas and tasks, the market research business generally is still in the early stages.

Being aware of what you currently have in your systems is a more effective and time-saving technique to analyse data more deeply.

With the outbreak of the pandemic, many things took a turn. Estlund addresses the shifts in working styles, recruiting, prioritisation, and, most importantly, demand.

Another hot topic is how the pandemic will impact talent management. Estlund stressed the importance of developing opportunities in new directions and improving recognition practices. For Estlund, there are two aspects to diversity and inclusion: one is about the personnel, and the other is about knowing the client base.

The future of market research will be a combination of insights and strategy roles. Instead of concentrating solely on the data source, market researchers should broaden their horizons to be able to develop strategies based on the data they have.

One of Estlund's important professional advice is to focus not only on being a market research expert but also on deeply understanding the business drivers by connecting different functions in the company.