Innovation leaders, brand strategists, and insights professionals face a constant trade-off: Balancing the need for confidentiality with the benefits of real-world, identity-forward testing. When launching a new product, service, or positioning, how can a brand shield its ideas from competitors while testing them in-market?

Coachella isn’t just a music festival — it’s a mirror. Every year, it reflects where culture is headed next, giving brands a real-world preview of what’s gaining traction with the next generation of consumers. And this year, the message couldn’t have been more clear:

Private label brands are on fire right now. Even as inflation cools, U.S. consumers continue to gravitate toward store brands, not just because of price, but because of shifting perceptions of quality, taste, and innovation. Meanwhile, ongoing tariff discussions threaten to raise costs on key consumer packaged goods (CPG) categories, pushing both retailers and national…

Last month, the Orchard team attended Quirk’s LA, where industry leaders shared insights on the evolving market research landscape. From audience segmentation to AI’s growing role in research, here are some of the key themes that stood out.

More people are rethinking their drinking habits, and it’s changing the beverage industry in big ways. Whether they’re cutting back or giving up alcohol completely, consumers are looking for new options that fit their lifestyle. This shift, often called the “sober-curious” movement, is picking up speed, and brands need to pay attention.

Unexpected brand collaborations are everywhere. From Crocs teaming up with Pringles to Taco Bell and Cheez-It crafting crave-worthy snacks, these partnerships are bold, creative, and buzzworthy. But not all collaborations succeed—some leave consumers scratching their heads rather than rushing to buy. So how can brands predict whether their pairing will spark excitement or fall flat?

For years, surveys have been the go-to tool for market research. But are they really giving you the clear, reliable answers you need?

The high failure rate of new product launches is a glaring issue across industries. Less than 3% of new CPG products succeed, and outside of CPG, the numbers are even worse—95% of new products fail every year, and 93% of startups fold within their first three years. Why? A major culprit is the lack of…

At Orchard, we see change as an opportunity to innovate and lead. After a year of conversations with industry leaders, customers, investors, and partners, we’ve identified the key trends shaping the future of market research in 2025.