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.