Introduction

LIVING IN THE AGE OF INTELLIGENCE

it’s a fundamental shift here to stay.

The companies who fully embrace its capabilities will be better equipped to predict trends with greater accuracy, improve team efficiency, refine strategies for designing captivating UX, and so much more.

We’re living in the age of intelligence and the need for data-driven decisions is at an all-time high. Research teams are better equipped than ever to deliver more impactful insights at increased speeds.

But as technology continues to evolve, so too does the way people interact and engage with brands, shaping how effective research can be. Our data shows researchers have answered the call—finding new ways to conduct the kind of research that is leading to effective decision making.

They’re delivering better research in a multitude of ways, such as incorporating more digital tools in their qualitative
research, gaining cost-effective feedback at scale, and incorporating synthetic data sets into their research for enhanced accuracy and increased sample diversity.

The result?

More budget.
More freedom.
And more buy-in at the executive level.

In this report we look at how AI is allowing research teams to uplevel the work they do and identify the key priorities for 2025. We then provide guidance on what actions your organization can take in order to use research to shape strategy.
 

At a glance — Research in 2025

The data provides a glimpse into the future of market research in 2025, where brands embrace the “Age of Intelligence” capitalizing on AI-powered tools and how they are transforming the way research is conducted. Researchers have accepted their old friend AI as a mainstay on the research team and used AI tools to take research to new heights. Synthetic data takes the spotlight, reshaping research methodologies and combining the best aspects of AI and human insights. Qualitative research continues its evolution as research teams meet the demand of more research using digital tools that enable them to meet respondents wherever they are.

Welcome to the 2025 Market Research Trends report.

TREND 1

Teams that innovate have more influence and larger budgets

When the budget for every team at an organization is under the microscope, any result that can be tied to positive business outcomes matters, but that has gotten more difficult as the shelf life of research shortens and demand increases.

Traditional methods of data collection and analysis are no longer sufficient to keep pace with the shifting interests and preferences of today’s consumers.

Research teams are keeping a competitive edge in today’s dynamic business landscape by embracing a culture of innovation and experimenting with new technologies and methods like AI automation, machine learning, and advanced predictive analytics.

DATA IS STILL KING

Data informs everything your organization does - from understanding your customers and how they feel about your products, brands, and services, to knowing where you should invest your marketing budget to ultimately move your business forward.

Cutting-edge research teams are conducting more research than their counterparts who solely rely on traditional methods, with 66% indicating demand for research is up in the past 12 months.

That’s crucial because the current economic environment requires keeping a pulse on the rapidly changing perceptions of consumers, and those insights are the key to making effective strategic decisions.

MOVING FROM A PROVIDER TO A THOUGHT PARTNER

Gone are the days of researchers simply fulfilling requests from stakeholders. Researchers today have more executive visibility than ever before, with 71% of cutting-edge teams saying their organization relies significantly more on their research and insights today than the past year.

Research teams that have become thought partners frequently communicate with both internal and external stakeholders and pose questions such as:

* What are the goals of this project?

*  What decisions are you trying to make?

* What are the risks of not conducting this research?

And then they use research to support and deliver the insights needed to improve brand recognition, UX, and more.

"By incorporating innovative technologies like AI and machine learning, researchers are transforming raw data into actionable strategies that drive real impact for the business."
EMILY GEISEN
PRINCIPAL XM SCIENTIST // QUALTRICS

Action steps

EMBRACE MODERN METHODOLOGIES

Traditional research methods alone can no longer keep pace with evolving consumer demands. Adopt new technologies like AI automation, agentic workflows, machine learning, and predictive analytics to streamline
research and stay competitive.

PRIORITIZE BUSINESS IMPACT

Tie research outcomes to tangible business results. Highlight the critical role research plays in shaping strategic
decisions and driving growth to ensure ongoing investment, even in tight budget environments.

ADAPT TO CHANGING MARKET DYNAMICS

Stay agile by continuously monitoring shifting consumer perceptions, ensuring your research efforts are aligned with the latest market trends and can quickly inform strategic pivots.

POSITION YOUR RESEARCH TEAM AS PIONEERS

Highlight your team’s use of synthetic data to stakeholders and executives to demonstrate a commitment to innovation. Being early adopters of synthetic data positions your team as leaders in leveraging cutting-edge methodologies for strategic decision-making.

‘‘This report serves as a compelling reminder that staying ahead in research methods is not solely about efficiency
but is fundamentally about driving meaningful business outcomes. As we continue to prioritize innovative research, we are poised to leverage these insights to shape our go-to-market strategies, enhance the guest
experience, and drive product innovation.”

LAUREN KATZ
SENIOR MANAGER, CONSUMER INSIGHTS, SHAKE SHACK

 

TREND 2

Synthetic data is turning privacy by design into competitive advantage

In 2025, there will be a shift in research approaches.

Synthetic responses, artificially generated to mimic real- world information, offer a solution to privacy concerns, data scarcity, and survey fatigue.

While some researchers remain hesitant to use synthetic responses due to lack of knowledge or awareness,
research teams who have utilized them in their work have overwhelmingly expressed satisfaction (87%) with
the results.

Researchers who have implemented synthetic responses into their research have found them beneficial for
package, naming, and message testing.

TOP 5 REASONS FOR USING SYNTHETIC DATA

1. Get insights more quickly

2. Improve the accuracy of insights

3. Get richer, more detailed data

4. Increase sample diversity

5. To try it and learn more about it

NAVIGATE PRIVACY CHALLENGES EASILY AND WITHIN BUDGET

Companies go to great lengths to protect intellectual property, but when testing new products, services, or features, it can be challenging to get the impactful data you need without taking on substantial risk. Synthetic data can bridge information gaps by acting as substitutes for real data. This prevents sensitive information like personal details and intellectual property from being revealed and does so in a way that is quicker and cost-effective.

Market agency researchers are adopting synthetic data into their workstream at a quicker pace than in-house teams.

NO RESPONDENT FATIGUE

Synthetic respondents don’t get tired, don’t have to juggle answering surveys with picking their kids up from school, or any of the other aspects of everyday life that can distract real-life respondents.

They provide a limitless capacity to answer your questions.

This opens up the opportunity to ask a wide variety of questions on an array of topics without needing to worry about respondent fatigue, resulting in more insights than traditional market research could provide. Our research shows 71% of respondents agree that within 3 years synthetic data will make up more than half of data collection.

INCREASED DATA DIVERSITY WITHOUT BREAKING THE BUDGET

Research teams faced with limited budgets, but also expected to deliver high-quality insights, are in a constant
struggle to balance quantity and quality. With so much of today’s market research conducted online via samples,
the risk of poor quality data is higher. Multimillion dollar decisions cannot be made with bad research. Synthetic
respondents give researchers a way to reach more diverse populations by simulating a wide range of demographic profiles.

Generating synthetic data is also often faster and more cost-effective than collecting real-world data, allowing
organizations to make decisions with confidence and accelerate their time-to-market.
 

Action steps

DOUBLE YOUR OUTPUT IN MINUTES, NOT WEEKS

Incorporate synthetic data into your research workflow to speed up data collection and conduct extensive analysis and testing without the constraints of limited or biased data. This will help you respond more quickly to changing market dynamics without sacrificing accuracy or quality.

COMPLEMENT SYNTHETIC DATA WITH HUMAN DATA

AI models are only as smart as the quality of the input they receive. Since many algorithms will use the same data
sets, high-quality human data is the one true differentiator. You should take advantage of blended models - human
supplemented by synthetic sample - to ensure your research delivers meaningful data.

ADDRESS PRIVACY CONCERNS PROACTIVELY

Use synthetic data as a privacy-friendly alternative when testing new products, services, or features. It allows you to gather insights without risking exposure of sensitive information or intellectual property, ensuring compliance with privacy regulations.

ENHANCE SAMPLE DIVERSITY FOR MORE INCLUSIVE RESEARCH

Simulate a wide range of demographic profiles using synthetic data to improve sample diversity. Doing so will help you produce richer, more inclusive insights that better reflect the full spectrum of your target market.

‘‘In 2025, adoption of synthetic data will be one of the most transformative innovations to market research as we shift our decision making away from human only audiences to synthetic + human feedback. Besides speed and efficiency, synthetic will let researchers test concepts in minutes and predict behavioral outcomes - all while maintaining privacy.”

ALI HENRIQUES
GLOBAL HEAD OF RESEARCH SERVICES, qualitrics

TREND 3

AI will be a permanent member of the modern research team

Getting to the a-ha! moments and pithy insights take time. When considering the process, the old adage ‘good things take time, great things take a little longer’ about sums it up. Committing to high-quality research often means teams are left with a laundry list of tasks and little free time for meaningful work.

But things are beginning to change.

Today, research teams have a new assistant to help with everyday tasks like data cleansing, summarization and
reporting - their new favorite teammate, AI. Researchers are using AI-powered tools to bridge the gap between
traditional and modern research, with no sign of slowing down, as 83% percent of researchers indicated their
organizations plan to substantially increase investment in AI.

AI HAS TRANSFORMED HOW RESEARCH IS DONE

Integrating new AI tools into research practices is rapidly increasing. Our data shows an overwhelming amount of
researchers (89%) are already using AI tools regularly or in experimental phases.

Researchers have historically been on the forefront of working with AI, leveraging general-purpose AI tools and
embedded software applications.

As AI-driven innovations like conversational analytics and automatic reporting promise to streamline operations,
researchers increasingly recognize AI as a transformative force essential for improving efficiency and driving deeper insights.

MARKET RESEARCHERS ARE ADDRESSING AI HESITATION

As AI systems become more sophisticated, they can produce outputs that seem fluent, coherent, and almost indiscernible when compared to answers from real respondents. This has raised concerns about the reliability of information provided through online panels.

These AI-generated responses can sometimes fool appropriate quality measures such as incoherent verbatim responses or speed throughs.

Although skepticism remains—with 49% of researchers saying the #1 challenge of 3rd party panel quality is identifying and/ or preventing AI-generated responses, 83% expect their team’s investment in AI tools to increase to support their research efforts in 2025.

 

Action steps

BALANCE HUMAN EXPERTISE WITH AI-POWERED EFFICIENCY

Maintain a balance between human expertise and AI capabilities. While AI can significantly reduce the need for manual data analysis, human analysts will still play a critical role in interpreting complex findings and providing
contextual understanding.

INTEGRATE AI TOOLS TO MAKE YOUR RESEARCH WORK HARDER

Adopt AI-powered tools for tasks like data analysis and reporting to free up your team’s time for more strategic work. These tools can handle repetitive tasks and help you generate insights faster, without compromising on quality.

ADDRESS AI SKEPTICISM THROUGH TRANSPARENT USAGE

Proactively educate your team and stakeholders about how AI tools are integrated into your research process. Clearly communicate how AI complements human analysis and is subject to rigorous quality controls to build trust and confidence in its use.

‘‘With AI as a new teammate, we can shift our focus from repetitive tasks to strategic insights, enhancing the quality of research. However, despite technology advances, we must not forget the nuance and critical thinking humans provide remains irreplaceable.”

EMILY GEISEN
PRINCIPAL XM SCIENTIST, qualitrics

TREND 4

Digital qual tools make it simple to keep the human element

Last year we talked about how the COVID-19 pandemic moved people online and researchers needed to follow suit. This year the pandemic is less of a factor and people are STILL moving toward digital. Researchers who aren’t adapting to this trend risk being behind the 8-ball when conducting research.

With the demand for more research the highest it's ever been, it's important for research teams to tackle this issue head-on in a way that lets them do more research, without added budget or resources. Yet, face-to-face research is far from dead. There will always be a place for certain traditional research methods, but researchers are increasingly turning to methods that provide the best of both worlds.

To extract deeper human insights, research teams are using digital tools to augment qualitative research rather
than just replacing the traditional in-person methods.

AI is the driving force behind a lot of the innovation, shaping every area of qualitative research, including:

* Forums and focus groups

* Participant recruitment

* Eye tracking

* Mobile ethnography

* Analysis, reporting and management

* Video capture and analysis

* Usability and user testing

Taking advantage of technology in qualitative research is providing teams with a wider reach, enhancing data collection, delivering real-time insights, increasing efficiency, and improving overall cost-effectiveness compared to
traditional in-person methods.

And there’s a correlation between researchers who implement AI and those who don’t. 74% of researchers who use AI regularly have seen an increase in qualitative research demand.

The top 3 reasons cited for this increase include the flexibility to explore new topics and questions during research
(49%), advances in AI technology making qualitative methods more appealing (45%), and increased levels of bots/fraud in quantitative research (45%).

It’s all about striking the right balance. AI may be permeating every aspect of your organization, but it is important to not lose sight of the human aspect of qualitative research.

When done correctly, moving online will move market research forward.

 

Action steps

ADAPT TO THE DIGITAL TREND WITHOUT SACRIFICING TRADITIONAL BENEFITS

Recognize that face-to-face research isn’t obsolete. Continue to leverage traditional methods when appropriate, but use digital tools to extend your reach, explore new topics, and access real-time insights, helping you balance
the best of both worlds.

LEVERAGE AI FOR SCALABILITY AND DEEPER INSIGHTS

Deploy AI-driven tools to scale your qualitative research without sacrificing depth. Get fast, precise insights by
letting AI take the wheel to surface key themes and actionable intelligence. Researchers using AI have found
improvements in time to insights (51%) and accuracy (42%). This ensures your team can deliver impactful research findings quickly and effectively.

STAY AHEAD OF THE DEMAND FOR QUALITATIVE RESEARCH

As qualitative research demand rises, leverage AI to streamline data collection and analysis. With 74% of AI-using
researchers experiencing an increase in demand, embracing AI now can position your team to better manage increased research needs and stay competitive.

A COMPETITIVE ADVANTAGE

Gen Z represents 40% of global consumers and is on pace to become the largest cohort of consumers by 2026. They will also have grown up with digital technology their entire lives, presenting researchers with an opportunity to reconsider how their user research is conducted on a group that has high expectations for digital experiences.

‘‘The rise of digital qualitative research, especially when enhanced by AI, offers us a valuable opportunity to
improve our research capabilities. AI’s ability to make qualitative methods faster and more efficient allows us to gather insights in real-time, providing timely data that can inform our strategies and decisions. This aligns perfectly with our goal of becoming more agile in our research approach.”

LAUREN KATZ
SENIOR MANAGER, CONSUMER INSIGHTS, SHAKE SHACK

 

Regional reports

NORTH AMERICA

The Americas region specializes in research related to customer experience, NPS, and Voice of Customer.

Organizations in this region increasingly rely on their research and insights with a significant increase in dependency over the past year. That lines up with what researchers globally have reported in our data.

INFLUENCE IS ON THE RISE IN THE AMERICAS

58% of researchers declared that their organization depends on their research and insights significantly more today than 12 months ago

AI usage is prevalent in this region with many researchers regularly incorporating AI in their work (45%). An overwhelming amount believe AI will be able to explain research findings as effectively as humans (71%).

Researchers in this region also have extensive familiarity with synthetic responses. They are viewed as significantly beneficial for package testing, naming testing, and message testing, with high costs presenting a barrier to usage for others.

AT A GLANCE
The Rise of Synthetic Data

46% see the use of synthetic responses as a full replacement for human responses

42%- The Americas region is one the most familiar with synthetic responses and the most satisfied (42%) with the results 

LATIN AMERICA & THE CARIBBEAN

The LAC region is notable for its younger research workforce with many researchers aged 25-34. Similar to the
APJ region, they are still in a discovery stage in terms of innovation, sticking mostly to traditional methods.

Although their average company size lags in comparison to other regions (most companies sit below 500 employees and 26% of researchers are currently working at a company with less than 100 employees), their
team members excel at delivering rapid results (18%) compared to other regions.

Despite the smaller research workforce, AI adoption is on the rise with AI-driven conversational analytics transforming research in the region, and it’s leading to better data and giving valuable time back to researchers . According to our data, 39% of researchers say AI tools have made their team’s research efforts a great deal more efficient.

That efficiency is slowly leading to AI proliferation as 32% of researchers say AI has revolutionized their research processes.

AT A GLANCE
THE EFFECT AI IS HAVING ON THE REGION

43% say their team’s investment in AI in 2025 will substantially increase

74% say the demand for the type of research their team does increased

41% think synthetic responses would be beneficial for pricing research


EUROPE, THE MIDDLE EAST & AFRICA

EMEA boasts the most tenured researchers, with many having over a decade of experience. That experience is associated with deeper connections with strategic decision makers, with organizations increasingly relying on their insights.

With tenure comes a willingness to try new types of research. This region has the highest percentage of cutting-edge teams, compared to other regions with 62%, and is one of the regions the the highest usage of synthetic respondents. 43% of researchers have used them in the last 30 days, and 98% have used synthetic respondents within the last year.

Our findings show researchers are overwhelmingly happy with the results (90%) and believe synthetic responses
will have the advantage in the next year or two in actionability of insights (41%) and identifying emerging trends (42%).

EMEA leads all regions with its AI usage, regularly using it in research to summarize or tag visual content from respondent videos and to summarize data findings into comprehensive reports.

AT A GLANCE
THE EFFECT AI IS HAVING ON THE REGION

53% OF RESEARCHERS ARE USING AI REGULARLY IN THEIR WORK

51% OF RESEARCHERS ARE USING AI FOR AUTOMATIC REPORT GENERATION

83% SAY VIRTUAL AI RESEARCHERS WILL CONDUCT INTERVIEWS AND FOCUS GROUPS AS EFFECTIVELY AS HUMANS

39% ARE CURRENTLY USING VIRTUAL REALITY FEEDBACK TO CREATE IMMERSIVE EXPERIENCES WHERE RESPONDENTS CAN GIVE FEEDBACK MORE CONTEXTUALLY

ASIA-PACIFIC & JAPAN

Researchers in this region have a strong preference for working exclusively with internal stakeholders (26%) compared to the other regions. While AI usage is prevalent, there are a number of differences unique to this region when it comes to trust around AI-powered tools, budget, and the breadth of research conducted.

RESEARCH OVERALL REMAINS FLAT IN APJ

40% SAY THAT DEMAND FOR THE TYPE OF RESEARCH THEIR TEAM DOES STAYED ABOUT THE SAME THE PAST YEAR

41% ARE NOT FAMILIAR WITH SYNTHETIC RESPONSES

45% SAY THAT THEIR TEAM’S BUDGET STAYED ABOUT THE SAME THE PAST YEAR

Despite APJ remaining in the discovery stage of innovation, they are increasingly experimenting with AI and are firm believers in synthetic responses. Of those who have tried synthetic responses, 57% say they are somewhat
satisfied with the results and 25% of researchers overall say they would consider using them in the next 12 months.

In terms of AI, 55% say AI driven research methods would have the advantage of time to deliver insights in 1 or 2 years, which was an interesting finding considering researchers (29%) indicated their main barrier to AI is a concern it yields incomplete or inaccurate results.

AT A GLANCE
THE EFFECT AI IS HAVING ON THE REGION

25% of researchers would consider using synthetic responses in the next 12 months

54% say AI-driven conversational analytics is allowing them to ask questions of their data and receive real-time insights

48% are experimenting with AI methods