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2024 Research Trends Report

The year AI-fueled innovation takes research to new heights


In recent years, businesses have had to adapt quickly to a changing landscape. Now that things have settled, forward-thinking companies are shifting their focus from crisis management to growth, as they use powerful insights provided by market research to drive the bottom line and build enduring brands.

Advances in artificial intelligence (AI) have dramatically expanded the speed, efficiency, and scale of research capabilities, giving businesses the data they need to make smarter, effective business decisions.

We spoke to more than 3,000 researchers in 14 countries around the world to discover what trends are shaping the year ahead.

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In this report you’ll learn:

  • Key priorities for research leaders in 2024
  • How AI has become a positive tool for researchers
  • What businesses can do to combat the widening skills gap in market research
  • How this year’s trends differ across global regions

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