Australian Market and Social Research Society, Case Study

Bringing the Research Sector’s Future into Focus

The Australian Market and Social Research Society engaged Morris to deliver a keynote for their national conference during a moment of rapid change and growing uncertainty. The brief was clear this wasn’t just a talk about tools or trends. It was about where the profession was heading and whether it would still matter.

Morris delivered a keynote titled Futurevation: The Tomorrow and Beyond of the Research Business, designed to provoke and realign. He challenged members to rethink their role in a world of data saturation, real-time insights, automation, and shifting client expectations. The session asked uncomfortable but essential questions: What does research still uniquely offer? Where is trust being lost or won? And how can the profession stay relevant when everyone thinks they can self-quantify?

Shift: From data providers to strategic sense-makers in a world drowning in inputs.

The result? A national conversation that reframed the role of research elevating its purpose beyond statistics and toward societal and business impact that only skilled human interpreters can deliver.