10 predictions for market research

Far from the paralysis that this vertigo might cause, market research professionals are in action. In our latest Insight Trends barometer, you were 81% of respondents stating they use AI daily for professional use.

While AI has already partly transformed our way of working, many transformations are still to come... for better or for worse? AI has the potential to elevate market research by opening new methodologies, enhancing our analytical capabilities, and multiplying the impact of insights within organizations.

Between these two trajectories, we have a collective responsibility: to find ways to get the best out of AI and protect ourselves from the dangers that accompany it.

To this end, it’s useful to anticipate the upcoming changes to prepare for them. This is the exercise we have undertaken in this white paper: to share 10 predictions on the upcoming transformations in market research, organized into 3 axes.

These predictions only engage us, and it is, in fact, very unlikely that they will all be correct. Our goal is to open these reflections and invite you to extend the debate.

Happy reading!