In recent years, something has felt…off in the world of market research. Clients canceling studies left and right, or opting to keep them in house. Research departments going silent. Budgets shifting to other priorities. And AI has everyone in our industry shaken, stirred, and spinning in circles. At first glance, all this uncertainty and pull back may look like just another cycle — a temporary budget squeeze, a shift in client preferences, or perhaps an overreaction to new technology. We’ve weathered turmoil before. So, does that mean we should just hunker down until this too shall pass? We’re not so sure.
Month: March 2025
A New Era of Market Research
It’s an interesting moment in our industry, and market researchers seem to agree that we’re at a crossroads. Down one path, we see a potential (and, frankly, dystopian) future where artificial intelligence (AI) does all the work — from developing screeners and discussion guides to moderating and even simulating respondents to generating the reports — making humans obsolete. That’s a bleak road indeed, one that leads our industry away from meaningful, difference-making insight.