Intro
A year ago, we published our 2025 Market Research Trends Report and called out what had by then become a universal truth: Artificial Intelligence in market research wasn’t a passing fad.
Twelve months later, adopting AI is no longer innovative – it’s foundational.
With 95% of researchers now using AI tools regularly or experimenting with them, the gap is no longer between those who use AI and those who don’t. It’s between those with clear AI strategy, investment, and application – and those still finding their way.
Today, what separates leaders from the rest is orchestration. And the rewards for getting it right are significant – greater budgets, stronger influence, and a bigger role in business-critical decisions.
The methodologies are proven. The tools are here. The competitive gap between organizations that act now and those that hesitate is only growing – and fast. This is the moment to move.
With the market research landscape evolving at unprecedented speed, staying ahead means understanding what’s next.
Drawing on insights from over 3,000 researchers across 17 countries globally, the 2026 Qualtrics Market Research Trends report explores the latest market research trends reshaping the industry – and what they mean for teams ready to move from AI adoption to integration.
Emerging trends redefining market research in 2026
Despite all the progress made in the past year, many research teams are still navigating the growing pains of transformation – experimenting without a clear strategy, and struggling to scale pilot projects into sustainable workflows.
At the same time, expectations have never been higher. Stakeholders want faster answers, executives expect measurable impact, and researchers are balancing pressure to deliver more with the need to maintain data quality and reliable insights. It’s a pivotal moment for the market research industry.
Against that backdrop, four market trends are emerging that will define the next phase of research in 2026.
Download the full 2026 Market Research Trends report today
1. Research agents turn self-service into multiplied impact
Many research teams have by now mastered AI-assisted workflows – automating repetitive tasks and freeing time for strategic work.
Now, AI agents and conversational AI are unlocking the next frontier: making research-grade insights accessible to everyone.
Product managers can test concepts without submitting tickets. Marketing teams can analyze qualitative research findings without waiting for reports. Executives can explore customer data without going through intermediaries. And crucially, all by multiplying researchers’ impact across the organization – not their workload.
By closing the gap between what stakeholders want and what research teams can deliver, AI is solving two long-standing challenges in market research: researcher capacity and internal alignment.
Researchers are already seeing the shift: 13% now name democratizing insights as the single biggest benefit of using AI. And among those who value AI for that reason, 84% believe research agents will oversee more than half of research projects end-to-end within the next three years.
The demand for insights has never been higher. Now, the capacity to meet it is finally within reach.
2. General-purpose AI is losing ground to specialized research platforms
The research world is moving fast – so fast that what felt revolutionary just months ago is already routine. AI-assisted research, once the hallmark of innovation, is now the baseline.
Last year, 75% of researchers used general-purpose AI tools or chatbots. Today, that figure has dropped to 67%. In the same period, use of AI capabilities embedded in research platforms has risen from 62% to 66%.
We’re seeing a clear shift away from general-purpose AI tools toward specialized, embedded solutions. Solutions that go deeper, integrate seamlessly, and understand the nuances of what researchers need – be it identifying complex patterns in quantitative research, interpreting qualitative insights, or predicting consumer behavior.
This marks a turning point. The question is no longer whether to use AI in research, but which kind of AI will determine your competitive edge. As researchers, where you sit on the AI adoption curve defines what innovation looks like to you.
Staying ahead means moving further up that curve – away from automatic reporting and AI-assisted content generation, and toward conversational insights, autonomous agentic workflows, and AI systems that do more than just support research.
- 67% use general purpose AI tools or chatbots (down from 75% in 2024)
- 66% use AI tools/capabilities embedded in research software (up from 62% in 2024)
3. Resistance to change is costing researchers their seat at the strategy table
The research landscape is divided into two camps – and the gap is widening fast.
On one side are the teams confidently embracing AI throughout the research process – from data collection to consumer insights – and earning greater influence. On the other are those holding on to traditional market research methods, hesitant to change, and starting to feel the impact.
37% of traditional researchers say their organization depends on their insights the same as it did a year ago, while 15% say their organization relies on their insights less. And it’s not just about influence – 32% of traditional teams report their budgets have stayed flat.
While cutting-edge teams gain influence and strategic impact, traditional researchers are watching their credibility erode.
Researchers aspire to be recognized experts shaping organizational strategy and driving innovation. But slow AI adoption is undermining that ambition.
4. Leaders optimize for AI adoption. Teams optimize for AI survival.
A growing disconnect is emerging inside research organizations.
Leaders, driven by high expectations around productivity, are pushing hard to implement AI and new technologies across their organizations. But the researchers working day-in, day-out with these tools feel dragged along, rather than empowered.
While 72% of C-suite leaders believe their organization relies more on research than it did a year ago, only 44% of individual contributors feel the same. And though 83% of leaders say AI tools have made their teams more efficient, just 65% of contributors share that view.
This misalignment isn't just a communication problem – it’s a fundamental gap in how different organizational levels are experiencing AI transformation. Leaders and researchers face distinct challenges, expectations, and definitions of success.
The result is friction that threatens to derail AI adoption, stall progress, and cost organizations the competitive advantage they’re chasing. The gap needs to be closed.
- ICs prioritize: budget constraints (42% vs 35% C-suite), speed to insights (40% vs 37%), keeping up with new methods (40% vs 35%)
- Leaders prioritize: communicating ROI (40% vs 36% ICs), driving data-driven decisions (41% vs 35%), managing disparate data sources (42% vs 33%)
A deeper understanding of 2026’s key trends
We’ve taken a glimpse at what’s ahead. The full latest Qualtrics Market Research Trends Report goes much further.
Our 2026 edition delivers deeper analysis into our top market research trends, actionable insights to help you and your team translate each into real-world action, and expert commentary from our Qualtrics thought leaders.
Whether you’re refining your AI strategy, redefining your team’s role in the organization, or reimagining your market research efforts for the future, the 2026 Qualtrics Market Research Trends Report offers the context and clarity you need to move forward with confidence.
Download the full report today to explore the insights driving the next era of market research.