NEXTGEN MARKET RESEARCH
Discover how you can leverage AI to multiply impact
Join this webinar to discover how your research team can orchestrate AI and human intelligence to conduct different kinds of research, ask bigger questions, and move earlier in the innovation cycle.
Research agents turn self-service into multiplied impact
Forward-thinking research teams are deploying AI agents that put insights directly into stakeholders' hands. What was once specialist-only is now accessible organisation-wide. For [Company Name], this means one researcher can serve 10x the stakeholder demand; not by working faster, but by democratising access to research-grade insights. The result: 84% of agentic AI users report significantly more efficient research efforts, and 72% say their organisation depends on research more than ever.
General-purpose AI is losing ground to purpose-built research platforms
The gap is widening between teams using scattered AI tools and those orchestrating integrated research systems. Usage of general-purpose AI tools has dropped from 75% to 67%, while purpose-built research platforms have grown to 66% adoption. You can gain advantage by consolidating around platforms that unify AI capabilities across the entire research lifecycle, turning adoption into orchestration and unlocking fundamentally different research possibilities.
How market research leaders are approaching 2026
How market research leaders are approaching 2026
The rise of artificial intelligence is already impacting many aspects of our consumer learning journey. It is enabling increased speed to insight, allowing our Insights teams to spend less time fielding research and synthesizing findings and more time applying the learning to inform business decisions. We are only scratching the surface regarding the application of AI in the way we work.
Director, Insights and Analytics
83%
of research leaders say AI tools have made their teams more efficient
Qualtrics AI is transforming how we think about research processes, especially when survey length limitations restrict data depth or when stakeholders want to ask follow up questions to respondents or when we want feedback from niche or decision makers that don't sit on traditional panels.
Director of Research
45%
of researchers who have adopted synthetic data now view it as their most reliable data source
Synthetic data became our “cultural radar,” cutting research timelines from a week to hours while giving us confidence to test messaging against emerging trends. The blended approach lets us move faster on early-stage testing, then validate high-stakes decisions with human panels.
Marketing Research Director
98%
faster time-to-insight
Resistance to change is costing researchers their seat at the strategy table
Traditional researchers face measurable decline: 15% report reduced organisational reliance on insights (4x the overall rate), with 37% seeing flat demand and 32% experiencing stagnant budgets. Meanwhile, researchers embracing modern capabilities conduct 11% more early-stage innovation and 7% more go-to-market research. For you, adopting these methodologies is essential to maintaining strategic influence.
Leaders optimise for AI adoption.
Teams optimise for AI survival.
A critical gap exists: 72% of research leaders see increased reliance on insights, but only 52% of team members agree. This misalignment slows decision-making when speed matters most. You can accelerate transformation by addressing team concerns and demonstrating how AI elevates rather than replaces research roles.