As the market research sector looks towards 2025, industry leaders express a growing optimism for the role of AI and technology, highlighting a renewed focus on human creativity alongside digital advancements.
As the market research industry shifts its gaze towards 2025, a growing number of leaders and experts are expressing optimism regarding the role of artificial intelligence (AI) and technology in driving innovation and growth. This optimism stems from a willingness to embrace new technologies, which is increasingly evident across various sectors.
Paul Hudson, founder and chief executive of FlexMR, noted a palpable eagerness among professionals in the industry to experiment with AI and technology. Speaking to Research Live, he remarked, “From conferences, I have sensed a willingness to experiment and use early technologies in a way that hasn’t always been evident in our sector before.” He added that while there remains a degree of scepticism, the need to innovate is essential to keep pace with competing data industries.
Emma Cooper, chief people officer at System1 Group, highlighted that the advancement of technology opens up increasing opportunities for human-centric research and creativity. Referencing Coca-Cola’s AI-driven “Holidays are Coming” campaign, she emphasized that while AI plays a significant role, it is the human creativity behind such innovations that truly drives success. “Humans remain at the heart of technological advancements, and that gives me great optimism for the future of our industry,” Cooper stated.
The perspective of Danielle Todd, director at The Forge, indicates a potential turning point as new opportunities arise following challenging times. “Many clients are looking to come out of the gates strong in 2025, and I’m excited to see that happen,” she elaborated.
Tatenda Musesengwa, vice-president of audiences at Savanta and co-founder of Colour of Research, expressed cautious optimism that 2025 might witness macroeconomic stability in the UK, positing that this could positively influence businesses across the board.
Kelly Beaver, chief executive officer for Ipsos in the UK and Ireland, reiterated a forward-looking view, stating, “We can be masters of our own destiny,” and underlined the potential of data analytics and integration to yield value for clients, particularly following the recent acquisition of Ipsos Jarmany.
The influx of new talent into market research presents another reason for enthusiasm, as Amy Cashman, executive managing director of Kantar’s UK insights division, highlighted. She shared insights about apprenticeships fostering diverse opportunities, citing the integration of six new apprentices over the past year: “It’s brilliant to see the variety of roles that are now on offer.”
Despite the excitement surrounding innovation, concerns about balancing technology and human connections remain. Mark James, chief executive of Differentology, emphasized the importance of maintaining emotional insight alongside the advantages offered by AI, suggesting that the success of the industry will depend on this balance.
With AI also revolutionising qualitative research, as noted by William Ullstein, UK chief executive of YouGov, businesses are beginning to unlock previously underutilised data. He pointed out that generative AI is transforming how organisations think about efficiencies, automation, and product roadmaps. This trend is echoed by Ray Poynter of Potentiate, who reported seeing businesses leveraging AI for deeper analysis and improved results.
Research leaders are equally hopeful about consumer trends, with Neil Bellamy of GfK and Nick Baker of Savanta both noting expectations for increased consumer confidence and a focus on understanding the ‘why’ and ‘what to do about it’ rather than simply reporting data.
Overall, as the industry prepares to enter 2025, the collective sentiment suggests a landscape ripe for transformation, driven by AI and a renewed commitment to harnessing human creativity within the ever-evolving world of market research.
Source: Noah Wire Services
- https://www.qualtrics.com/news/ai-to-drive-massive-changes-to-market-research-in-2025-qualtrics-report-says/ – Corroborates the trend of AI driving massive changes in market research, including the use of synthetic personas and the growing influence of AI in research teams.
- https://researchworld.com/articles/the-future-of-market-research-how-ai-and-machine-learning-are-shaping-the-industry – Supports the role of AI and machine learning in transforming market research, including enhanced predictive analytics, automated data collection, and analysis.
- https://www.sganalytics.com/blog/market-research-industry-trends/ – Highlights the impact of AI and automation on market research, including NLP, sentiment analysis, and forecasting purchase behavior.
- https://www.voxpopme.com/learn/blog/ai-market-research-industry-future/ – Details the integration of machine learning algorithms, automated natural language processing, and predictive analytics in AI-driven market research.
- https://www.qualtrics.com/news/ai-to-drive-massive-changes-to-market-research-in-2025-qualtrics-report-says/ – Mentions the importance of balancing technology with human connections and the role of AI in enhancing data processing and analysis capabilities.
- https://researchworld.com/articles/the-future-of-market-research-how-ai-and-machine-learning-are-shaping-the-industry – Discusses the challenges and considerations, such as data privacy, in the adoption of AI in market research.
- https://www.sganalytics.com/blog/market-research-industry-trends/ – Explains how AI tools like NLP and sentiment analysis are changing the way companies conduct market research and analyze customer feedback.
- https://www.voxpopme.com/learn/blog/ai-market-research-industry-future/ – Highlights the use of AI in generating survey ideas and questions, and the role of tools like Smart SurvAI in enhancing survey design.
- https://researchworld.com/articles/the-future-of-market-research-how-ai-and-machine-learning-are-shaping-the-industry – Supports the idea that AI can quickly analyze large datasets and produce insights in real-time, allowing businesses to respond to market changes faster.
- https://www.qualtrics.com/news/ai-to-drive-massive-changes-to-market-research-in-2025-qualtrics-report-says/ – Corroborates the trend of market research teams using advanced AI and synthetic personas reporting growing budgets and influence.
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