Organizations are connecting more consumer data, but a new Zappi study suggests that greater data integration is not automatically translating into higher satisfaction with insights teams. Zappi's third annual Connected Insights Imperative 2026, based on a survey of more than 250 marketing and insights professionals, found that 48% of organizations now have connected consumer insights and data, compared with 38% in 2025. At the same time, satisfaction with the insights function declined from 60% to 48%.

The findings point to a shift in the priorities facing marketing and insights leaders. Connecting data is becoming increasingly common, while the next challenge is making consumer learning accessible and actionable across innovation, advertising and brand decisions.

Zappi's research identifies a strong relationship between organizational maturity and satisfaction. Satisfaction rises from 9% among disconnected organizations to 32% among fragmented organizations, 62% among connected organizations and 75% among organizations classified as AI-Accelerated.

The maturity gap also affects how organizations combine different types of consumer information. Nearly half, or 47%, of connected organizations balance behavioral and performance data with consumer insight and motivational data. Among disconnected organizations, only 14% achieve that combination.

AI adoption is widespread, but deeper AI integration remains limited. Zappi found that 93% of organizations use AI in some form, while only 8% have reached the AI-Accelerated stage. Current AI applications are concentrated on operational improvements, including data analysis and interpretation at 39%, productivity and efficiency at 36%, and generating new ideas and concepts at 33%.

AI-Accelerated organizations take a different approach by using AI to surface relevant consumer insights at decision points. This moves the role of AI from process optimization toward making consumer knowledge more accessible during strategic decisions.

The research also highlights caution around synthetic respondents and synthetic data. Only 7% of organizations currently use synthetic respondents within their insights function. Meanwhile, 47% of insights professionals are unwilling to use synthetic data for major decisions, compared with 18% of marketers.

Another gap appears between marketing and insights teams around consumer centricity. Zappi reports that 42% of insights teams are viewed as strategic partners and another 29% as proactive advisors. Yet perceptions differ over when consumers enter advertising development. Forty-six percent of Brand Management respondents say consumer feedback is gathered before creative development, compared with 15% of Insights & Consumer Research professionals.

Market Landscape

The findings reflect a broader evolution in customer data and marketing intelligence. Organizations are moving from isolated research and behavioral datasets toward connected consumer insight, but integration alone does not guarantee that teams can consistently use those insights in decision-making.

The growing use of AI adds another dimension. While adoption is already widespread, relatively few organizations have progressed toward models where AI actively surfaces consumer knowledge during important decisions.

Strategic Outlook

Zappi's Connected Insights Flywheel provides a framework for linking learning across innovation, advertising and brand. Innovation insights inform what organizations bring to market, advertising insights shape consumer communication, and brand insights provide feedback that can inform future decisions.

The strategic opportunity is therefore shifting from simply connecting data to creating a continuous learning system. AI may accelerate that process, but the research suggests that organizational maturity and the ability to apply consumer understanding remain critical factors.

Top Insights

• Connected consumer insights rose to 48% from 38% in 2025.
• Satisfaction with the insights function fell from 60% to 48%.
• AI is used by 93% of organizations, but only 8% are AI-Accelerated.
• Connected organizations are more likely to combine behavioral and consumer insight data.
• Only 7% currently use synthetic respondents.
• Consumer involvement in advertising development remains a perception gap between teams.

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