Read the full article by Patrick Comer – CEO of Cint – as published by Quirk’s Media
ResTech has undergone a rapid transformation over the past decade. What began as a niche layer within the broader marketing and insights landscape is now evolving into a foundational infrastructure for how businesses operate in a data-driven world. Today, brands and agencies rely on ResTech not only to understand their consumers, but to do so at the pace of real-time decision-making.
As industries across marketing, media, product development and beyond shift toward faster, more iterative workflows, the need for scalable, automated insights is rising. ResTech’s growth is directly tied to this demand. The stakes have changed: it’s no longer enough to deliver high-quality data, we must now do it continuously, flexibly and with minimal friction.
This evolution isn’t about creating the next shiny tool. It’s about building infrastructure: platforms and systems that enable decision-making to happen as insights are generated. In the same way that cloud computing revolutionized software delivery, ResTech could redefine how research is embedded across an organization. That opportunity hinges on three key shifts: automation, interoperability and the emergence of synthetic data.
In this article, Comer expands on the factors shaping the next era of ResTech:
- The rise of automation in research workflows
- Interoperability as the new competitive advantage
- The role of synthetic data in a privacy-conscious, real-time world
- Capital is moving: Investors seek scalable platforms
- ResTech as the operating system of modern insights
The promise of ResTech is not simply faster research, it’s smarter decision-making at scale. It’s about giving organizations the confidence to act in uncertain environments because they’re equipped with a deeper, more connected understanding of the world around them. Data may be the world’s most valuable resource. But without the infrastructure to turn that data into action, it remains untapped.
Check out Comer’s full article
