Another year has flown by — not quietly, and certainly not without its fair share of growth, challenges, and moments that reminded us why we love the work we do at Catapult Insights. If 2024 was a year of exploration and connection, 2025 became a year of intensity and evolution. It pushed us to think sharper, collaborate tighter, and innovate in ways we couldn’t have fully anticipated when the year began.

As we look back, each of us brings a different perspective shaped by the segmentations we dove into, the new partnerships we forged, the shifting needs of our clients, and the ways our team showed up for one another. Beyond a recap of the past year, these reflections are a window into what fuels us as researchers, strategists, and humans.

Read on for our team’s candid take on the moments, surprises, and lessons that defined 2025, and what we’re carrying with us into an already promising 2026.

If you had to pick one word or phrase to describe your 2025, what would it be—and why?

Andre: ‘Segmentation’ or ‘Jobs To Be Done’. I’ve worked with both of these constructs in the past and are nothing new to me, but this year it was ramped up to 11. We probably worked on more segmentations in 2025 than some people will in an entire career. The JTBD framework was used in conjunction with those segmentations as an analytical lens, so we had lots of ample experience with that as well. Exhilarating work that keeps you sharp, sharp and tired, haha.

What was your proudest professional moment this year?

Jill: We set out with a goal to add 1-2 new clients per year and we added 2 amazing new brands to our client list this year. Both of those new partnerships have been fun to build as we’ve gotten to know their businesses as well as the people on their teams. It’s been a rewarding journey and I’m so excited to continue working with them for years to come. 

Justin: Agreed, and one of those new brands is a favorite in my personal life. That’s what I love so much about research and consulting – helping the companies you interact with as a customer and seeing our work lead to real-world improvements. 

What surprised you most about 2025—either personally or professionally?

Jill: That 2025 was the year of the segmentation for Catapult Insights. We set an all-time career record for me with 14 segmentations this year. No, that is not a typo, we completed 14 segmentation analyses this year. What was even more exciting that the sheer volume of segmentations is that we got to explore different types of segmentations and segment within the Jobs to Be Done (JTBD) framework. While I love segmentation and could do it every day, I’m looking forward to what methods 2026 will bring.

If you could give a shout-out to one colleague or partner for going above and beyond in 2025, who would it be and why?

Justin: Andre deserves a shout-out for always being there for me on project work. My schedule was pretty bonkers in 2025, and every time I felt there were too many plates to keep spinning Andre was there to pick up the slack. It’s liberating to know that I have dedicated teammates like him so I can focus on fieldwork. 

How did client needs or research approaches evolve this year?

Jill: “Do more with less” took on an evolved meaning this year. We had a number of our clients go through layoffs and restructuring and experienced a new level of uncertainty throughout the entire year. So not only were they faced with the typical budget cuts we usually see, they were also doing it with less of everything – fewer people, less certainty, less direction from leadership, less mental space, less stability, less patience, less ability to explore and take risks, etc. What this meant for us is that every project could feel like a ‘make it or break it’ project for our clients and their role. There was increased pressure to stand out and prove themselves. But, when you aren’t able to safely take risks it can be hard to stand out. This meant we were challenged with finding new ways to level up the research methods, insights, and actionability of the output in a risk-averse environment. It stretched us but we learned a lot and enjoyed the challenge.  

What was the most interesting trend or insight you encountered in 2025?

Justin: Heightened consumer expectations for away-from-home dining experiences. In the wake of 2020, we saw lots of focus on convenience and people focusing less on in-store experiences. Now, we’re seeing signs that the pendulum is swinging back toward differentiation through hospitality. It will be interesting to see how brands meet this reemerging need to remain competitive and stay true to their own identities.  

What’s one innovation or methodology you’re excited about heading into 2026?

Andre: All things quantitative. I like to reflect on the type of work that took the most brain power (i.e., segmentation and JTBD for this year) and channel learning and insights from those methodologies into other work. That way I can build stronger, more robust research programs for our clients using a constantly evolving set of best practices. This keeps me on my toes, while allowing for creative approaches to research questions which is basically our ethos at Catapult Insights.

What’s one goal you have for yourself or Catapult Insights in 2026?

Justin: Much of the work we did in 2025 was strategically important to our clients. These are the types of projects that shape the future of brands, not just informing tactical decisions about their products. My intention in 2026 is to stick the landing by helping those clients navigate the insights we delivered last year and reimagining how they can act upon them.

What’s one thing you hope never changes about Catapult Insights?

Jill: Our team dynamic. We all work together so well and bring different perspectives to the work we do. We aren’t afraid to challenge each other’s thinking but it is always done in a kind, respectful way and without egos. This is the first time in my career I’ve experienced this kind of supportive professional relationships where we all truly want to see each other and our company succeed.

Andre: I second what Jill said – the energy is just on a totally different level compared to other places I have been in my career. There is little to no ego, just a raw desire to see us all do the best work we can. There is open air and no dread logging in each day because I know whatever the day brings, Jill and Justin will always have my back, just as I have theirs. I like to think that this energy makes its way into our work and client interactions in a way that is easily felt by all.

LOOKING AHEAD…

As we close the book on 2025, we’re struck by how much this year has shaped the future we’re stepping into. Every challenge carried a lesson, and every project brought us closer to the kind of work we’re proud to stand behind.

If there’s one constant we hope never changes, it’s the energy we bring into our collaborations. Curiosity, camaraderie, and shared desire to do meaningful work that helps our clients move forward with clarity and confidence.

Thank you for being part of our journey this year — whether as a client, partner, friend, or reader. Here’s to a 2026 filled with new ideas, new opportunities, and the same commitment to thoughtful, human‑centered insights that guide everything we do.

THE CATAPULT INSIGHTS TEAM