How insights can shape 2026

Marketers share their focus in a word

In 2025, Canadian marketers had to navigate reluctant consumer spending, cost pressure and evolving consumer expectations. With organizations looking for returns and accountability, smart insights could provide competitive advantage in discovering where demand was shifting and where to invest with confidence. Research and analytics equipped marketers with the clarity to defend their plans, prioritize audiences and optimize their spend.

At the same time, the work of better understanding customers became more inventive, as teams experimented with new methods, tools and data sources to glean what customers valued. This mindset helped build more symbiotic long‑term relationships between brands and their customers.

Together, these showed a structural shift: marketers were to no longer view the insights function as reporting on what happened, but as a way to enlighten them on what could happen next and to empower them to act decisively. Breakthrough ideas had to be nurtured and not cut in the face of uncertainty.

Empathy also became a competitive advantage. Consumers rewarded brands that communicated clearly, grounded their processes around transparency, and designed excellent experiences that delivered mutual value over time. Insights moved closer to strategy, translating complex market signals into simple narratives that executive teams could use to make critical decisions.

As 2026 unfolds, expectations on insights will continue to rise. Marketers are looking for sharper foresight, faster learning cycles and clearer guidance. Similar to last year, members from the current CMA Insights Council chose a word that captures the way they see how insights can best contribute to marketing in 2026. Their words look ahead to what is needed now to turn insight into sustained impact.

Confidence

In 2026, I hope insights and analytics give marketers confidence. Decisions that are evidence‑backed, stakeholder‑ready, and aligned to real customer signals rather than opinions. Confidence means moving beyond guesswork to strategies grounded in clarity and trust, enabling marketers to act boldly and deliver measurable impact.

—Megan Bell, Associate Director, Brand and Strategic Programs, EY

Optimization

Organizations need to look at evolving their data and analytics practices to optimize performance and elevate the impact of data insights on the business. Some of that is about evolving the actual practices for greater current and future robustness, and part of it is about improving the connection of the dots.

—Vicky Freed, Associate Vice President, Marketing, Membership, and Business Intelligence, Canadian Automobile Association

Clarity

In a world of proliferating data sources, emerging AI tools, and rising expectations for accountability and ROI, clarity is what enables marketers to cut through noise and make confident decisions. I hope that in 2026, insights and analytics will help marketers not just collect more data, but distill clear, trustworthy, prioritized signals that guide strategy, optimize investment, and deepen understanding of changing consumer behaviours and market dynamics. Clear insights foster alignment across teams, improve activation speed, and elevate the role of insights as a decision-making compass in increasingly complex environments.

—Jack Harding, Co-founder and Partner, Disruptincy, and President, Diner Agency Inc.

It’s worth noting that “clarity” was the word that a number of Council members initially suggested before landing on alternatives along the same vein — “noises,” “confidence” and “curiosity.” That convergence says a lot about a key reality facing marketers and insights professionals in 2026. Data is abundant, but systems are complex and interpretations can be conflicting. This can lead to more confusion than confidence.

Efficiency

The corporate world will continue to ask us to do more with less. Strong insights will allow us to unlock stronger, more efficient work all through consumer touch points.

—Richard Holmes, Senior Marketing Manager, Kruger Products Inc.

Noises

The year we just left behind was full of uncertainties. Geopolitical tensions, economic ups and downs, and technological advances were just a few of those things that made us feel it was almost impossible to know for sure where we were and where the world and the markets were heading. Are consumers tired of the uncertainties? For sure. So are marketers. In 2026, insights play a more critical role than ever in bringing relief to marketers. The challenge marketers and insights professionals face is how to get true clarity. These days, on top of all the noises we are used to, AI is not only generating, but proactively presenting us with data, information and even “insights.” However, are these data factual and are these “insights” real, or do they just make the picture fuzzier? Peeling the onion to the core is how insights professionals could help. On the other side, marketers need to ask the question more often of whether it makes sense, to ensure they get the true clarity before rushing into actioning on the “insights.”

—Edward Li, Director, RESL Pricing Optimization, CIBC

Practical

At times, research can seem like an academic exercise, especially amongst those who have limited familiarity with it. And with budgets always facing pressure, research is at risk of being deprioritized. However, there are many practical benefits that directly impact the bottom-line and resource investment across functions. I hope marketers are able to lean into those tangible business benefits for the benefit of their teams and organizations.

—John Myhal, Director, Brand Marketing, Sleep Country Canada

Curiosity

In a world that often feels complex and overwhelming, curiosity is essential. It means distinguishing fact from opinion, reality from perception, and embracing diverse perspectives rather than narrowing to a single view. My hope for 2026 is that insights bring more curiosity—empowering marketers to make confident, informed decisions and fostering a culture of openness, understanding and innovation.

—Riona Naidu, Head of Business Development – Marketing Solutions, TransUnion

Relevance

There is new data everywhere, and we add more every day. There are a plethora of new channels and ways to connect to our customers. The “demand” on marketers to say more is higher than ever and I think as a result, we get trapped in what Gartner calls the “Armour of Activity.” We are doing more things in more channels based on new data than ever before, and the challenge with that is determining how much of all the noise is actually relevant. I am looking to my insights team to help me filter through the volume and do less, but with more relevance.

—Derek Ng, Director, Marketing, LifeLabs

Bold

I feel bold captures the spirit of how insights can elevate marketing in 2026. Being bold means using insights not just to observe trends but to challenge them. Insights should inspire marketers to have the courage to experiment, and to move beyond incremental improvements and create breakthrough strategies. In a world of rapidly shifting customer expectations and emerging technologies, insights guide marketers in anticipating needs, spotting cultural shifts early, and acting on them before their competitors do. Bold insights drive bold actions.

—Margaret Ngai, Chief Technology Officer, RI

Human

In 2026, insights and analytics are best described as "human," because in a world saturated with AI, marketers are actively seeking the human element. AI can process vast amounts of data and surface patterns at incredible speed—but it’s human judgment, empathy and context that turn those outputs into good decisions.

The most valuable insights no longer just optimize performance; they help marketers understand real people—their motivations, emotions and needs. As AI becomes more prevalent, insights that feel intuitive, explainable and grounded in human behaviour will stand out. They support creativity and strategic thinking rather than replace them.

—Terry Tyler, Integrated Marketing Manager, TD Bank Group

Simplify

In 2026, data won’t be the competitive advantage. Restraint will be. Marketers are drowning in dashboards, AI-generated insights, and endless signals that create the illusion of certainty while slowing real decisions. The role of insights must shift from accumulation to prioritization. Cutting through the noise. Saying no to vanity metrics. Designing insight systems that force focus, not confusion. Simplification is what turns data into judgment, speed and accountability. In a world obsessed with more, the brands that win will be the ones brave enough to make insights simpler, clearer and harder to ignore.

—Hakim Garuba, VP Growth, Knix

Local

Too often, decisions are made based on the use of American data and insights, as a result of ease of use, and a lack of access to Canadian data, or a lack of understanding of what is available in Canada. Using Canadian data is essential for marketers as it captures unique cultural nuances, privacy regulations, and distinct consumer behaviours that differ significantly from the U.S. This ensures that marketing plans and campaigns resonate locally, build trust and deliver results, while avoiding costly mistakes in a smaller but very complex market.

—Catherine Malo, SVP, Client Strategy and Solutions, Marketing and Communications, Numeris

Conviction

In 2026, insights are about conviction. They must do more than explain what is happening. They must enable marketers to commit to data-driven strategies that drive sustainable revenue growth and withstand scrutiny from customers, leadership and teams. In an environment defined by abundant choice, shrinking attention and accelerating AI adoption, robust insights are grounded in the combination of qualitative and quantitative signals, anchoring decision-making in human judgment, empathy and accountability – ensuring growth is achieved without eroding trust or long-term brand value.

—Vineeta Menon, Director, Digital Analytics, OLG

Your word

As you look ahead to the rest of 2026, take a moment to choose your own word. What single idea should guide how you use insights to shape your brand, your customer experience and your investment decisions this year? Write down that word, translate it into how you can apply that to your day-to-day work, and share with your team. Let that inspire you on how you can incorporate insights into your marketing to drive better results.