Introduction 

A new phase in market research is emerging, driven by swift technological progress, shifting consumer habits, and an increased need for immediate insights. As companies progress into 2026, relying solely on conventional research techniques isn't sufficient to grasp intricate markets and rapidly evolving customer demographics. The key to future market research will be smarter methods of data gathering, sophisticated analytics, and approaches that prioritize human connection while integrating automation. For brands aiming to make informed choices, remain competitive, and foster genuine relationships with their clients, recognizing the trends shaping market research in 2026 is crucial.

Emerging Trends Reshaping Market Research in 2026 

Despite the advancements achieved over the past year, numerous research teams are still grappling with the challenges of transformation, they are experimenting but lack a coherent strategy and often struggle to convert pilot initiatives into sustainable workflows. 

Meanwhile, expectations have reached unprecedented levels. Stakeholders are looking for quicker responses, executives demand measurable results, and researchers are under pressure to provide more while ensuring the quality and reliability of data. This marks a crucial moment for the market research sector. 

In this context, four key trends are emerging that will shape the next chapter of research in 2026. 

1. Research agents enhance self-service capabilities for greater impact 

Many research teams have become proficient in AI-driven workflows, automating repetitive tasks and creating more space for strategic efforts. Now, AI agents and conversational AI are revealing new opportunities: they make research-level insights available to everyone. 

Product managers can evaluate concepts directly without the need for submissions. Marketing teams can delve into qualitative research findings independently. Executives can investigate customer data without relying on mediators. Crucially, this boosts the overall effectiveness of researchers across the organization without increasing their workload. By bridging the gap between stakeholder needs and research team capabilities, AI addresses two persistent challenges in market research: the capacity of researchers and internal cohesion. 

Researchers have started to recognize this transformation, with 13% identifying insight democratization as the top advantage of using AI. Among those who appreciate this benefit, 84% believe that research agents will manage over half of research projects from start to finish within the next three years. The demand for insights is at an all-time high, and the ability to satisfy it is now within reach. 

2. Specialized research platforms are overtaking general-purpose AI 

The pace of change in the research field is rapid; what seemed groundbreaking only a few months ago has become commonplace. AI-enhanced research, which was once a sign of cutting-edge practice, is now the standard expectation. 

In the past year, the percentage of researchers utilizing general-purpose AI tools or chatbots has fallen from 75% to 67%. Meanwhile, the adoption of AI features integrated into research platforms has increased from 62% to 66%. This trend clearly indicates a migration from general-purpose AI tools to more focused, integrated solutions. These specialized tools offer deeper insights, work in harmony with existing processes, and comprehensively address the specific needs of researchers whether it’s detecting intricate patterns in quantitative data, analyzing qualitative information, or forecasting consumer trends. 

We are witnessing a pivotal change. The discussion has shifted from whether to incorporate AI into research to which form of AI will provide a competitive advantage. For researchers, their position on the AI adoption spectrum significantly shapes their perspective on innovation. 

To stay competitive, one must ascend further along this spectrum—moving beyond simple automated reporting and AI-aided content creation to engage in conversational insights, enabling autonomous workflows, and utilizing AI systems that contribute beyond mere assistance in research.  67% are employing general-purpose AI tools or chatbots, down from 75% in 2025.  66% are using AI capabilities integrated into research tools, an increase from 62% in 2025. 

3. Resistance to change is costing researchers their role in strategic discussions 

The research arena has split into two distinct factions, with the divide growing increasingly pronounced. On one side, teams that fully embrace AI throughout the research continuum from data gathering to consumer insights are gaining further influence. Conversely, those who cling to conventional market research practices out of reluctance are beginning to feel the repercussions. 

Currently, 37% of traditional researchers report that their organizations depend on their insights as much as they did a year ago, while 15% say this reliance has decreased. Beyond influence, 32% of these traditional teams have noted that their budgets remain stagnant. While innovative teams are enhancing their influence and strategic importance, traditional researchers are witnessing a decline in their credibility. 

Researchers aim to be acknowledged as experts guiding organizational strategies and fostering innovation. However, slow integration of AI undermines these aspirations. 

4. Leaders prioritize AI adoption; teams focus on adapting to AI 

A widening disconnect is surfacing within research organizations. Leaders, influenced by ambitious productivity goals, are actively pushing for the inclusion of AI and new technologies throughout their organizations. In contrast, researchers who use these tools daily feel more like they are being compelled than empowered. 

While 72% of executive leaders assert that their organizations rely more on research now than a year ago, only 44% of individual contributors share this sentiment. Moreover, while 83% of leaders believe that AI tools have improved the efficiency of their teams, just 65% of contributors agree with that perspective. 

The disconnect observed is not merely a problem of communication; rather, it represents a significant disparity in how various levels within an organization are experiencing the transformation brought about by AI. Different challenges, expectations, and definitions of success are faced by leaders and researchers alike. 

This results in friction that could jeopardize AI adoption, hinder progress, and ultimately cost organizations the competitive edge they seek. Addressing this gap is crucial. Individual contributors (ICs) emphasize constraints in budget (42% compared to 35% for the C-suite), the urgency of gaining insights (40% against 37%), and the need to stay updated with new methodologies (40% versus 35%). 

On the other hand, leaders focus on articulating return on investment (ROI) (40% compared to 36% for ICs), fostering data-driven decision-making (41% against 35%), and managing various data sources (42% compared to 33%). 

We have explored key trends anticipated for 2026.

The comprehensive Market Research Trends Report delves much deeper. The 2026 report provides an enhanced analysis of the prevailing market research trends, practical insights that can guide you and your team in turning these trends into tangible actions, and expert opinions from thought leaders at Qualtrics. 

Whether your goal is to refine your AI strategy, redefine the role of your team within your organization, or innovate your approach to market research for the future, the 2026 Market Research Trends Report equips you with the necessary context and clarity to progress confidently.

Jan 28, 2026