Cara Embree
Q: What is a recurring theme you noticed across projects in 2025?
A: The interest in connecting insights from the primary research we conduct to other, already existing knowledge. Technology and AI allow us to investigate and synthesize trends from across markets, competitors, and sectors. This takes the shape of secondary / desk research, which can aid in instrument design, analysis, and actionable recommendations. It is a great reminder that insights never exist on their own, and the wider context is always critical.
Q: What new research technology are you most excited to explore in the coming year?
A: There are a lot of advancements being made in the market research space when it comes to technology, and especially AI. One thing that has piqued my curiosity is the use of AI as a translator for research instruments, moderation, responses, and more. This allows us to learn from even more people, from all over the world. It also makes research more accessible for researchers, clients, and participants alike. I’m looking forward to trying new tools out!
Carmen Chang
Q: What is a moment that made you proud of the work you do in 2025?
A: Conducting a concept test for our client. Being part of the process where an entrepreneur’s vision starts turning into reality is gratifying. I love knowing that the insights we uncover help shape new products and services that could enhance consumers’ lives. Whether it’s exploring new household services, beverage innovations, or emerging technologies, the diversity of ideas keeps the work exciting and reminds me why I love what we do.
Q: What is one area you are confident Lux will keep excelling in 2026?
A: Helping clients action research in 2026. With the pandemic a few years behind us, it has been exciting to return to more and more in-person sessions – specifically, our activation workshops where we bring stakeholders together to explore the research findings and brainstorm future strategies. These sessions are where insights turn into meaningful and informed decisions, and I believe Lux’s ability to guide clients through that process will remain a key strength in 2026.
Edouard Perron
Q: Which industry did you enjoy working on the most?
A: The legal industry. It is undergoing many changes, and the rise of new technologies has created strong opportunities for market research that allowed me to work on several interesting projects this past year.
Q: Looking ahead, what will be a key area of focus or priority in your work next year?
A: I am passionate about high-quality data and will continue to actively collaborate with our partners and maintaining our internal standards. It is crucial more than ever for Lux to remain a leader in our industry for data quality.
Hanson Lok
Q: Can you think of a moment this year that really showed the strength of the connection between Luxians?
A: It would be a combination of our monthly in-persons and annual retreat. With us becoming a fully remote company last year, it’s amazing to see how strong our connections are when we do get together. There’s a comfort level there born from the constant communication we have daily; plus, for a lot of us the many years we’ve had collaborating and getting to know each other.
Q: Looking ahead, what is a topic or area of insight you would love to explore in 2026?
A: I’d say consumer and business confidence. The past 12-18 months have seen economies struggle to adjust to a world of tariffs, political instability and careful consumer spending. For us and our clients, we are looking for that shift or trigger in their businesses where their target audiences feel ready to invest more openly.
Jeff Jefkins
Q: If you had to sum up your work year in one word, what would it be and why?
A: Resilient. The landscape is shifting fast, and so are clients’ needs. Our team adapted, learned, and kept delivering high-quality work even as the bar continued to rise.
Q: What do you want to do more of next year?
A: I want to spend more time exploring end-to-end customer journeys. When we connect the dots across moments, mindsets, and pain points, we unlock insights that drive smarter strategies and more meaningful experiences. It’s the kind of work that brings clarity and impact to our clients, and I’m excited to do even more of it.
Michelle Peng
Q: What was your favourite research method or approach you applied this year, and why?
A: Running Digital Diaries for a durables / consumables client. Digital Diaries are such a media-rich way to learn from consumers, and pairing that with a fun category always leads to compelling insights. It’s an enjoyable methodology not only for our client and us, but our participants too!
Q: Where would you most like to travel for a work presentation or client visit next year?
A: Next year, I’d love to travel to New York City for work. Getting face-to-face time with our clients is always valuable, and being able to do it in a city with so much to see, do, and eat would be extra rewarding.
Nune Hovhannisyan
Q: What was your most memorable moment at work this year?
A: We did several multi-phased initiatives this last year with a few of them ending with in person workshops with the teams. It is always so wonderful to see the insights come to life during in-person strategy sessions, and to see the people we work with. Nothing beats that!
Q: What is a research approach or method you would like to apply next year?
A: I have spent a good chunk of my career in mystery shopping and crowdsourcing. I think these methodologies can feel limited to the in-person retail environment, but they can be used in so many more exciting and digital ways! I would love to do some more of that in-store, digitally, and internationally!