What worked last year already feels outdated.
Market Research Trends 2026 outlines what's changing and why.
AI without a playbook
Your team is adopting AI tools fast, but there's no shared standard for what good looks like yet.
Synthetic uncertainty
The debate on synthetic data is loud, and separating real promise from hype takes work.
Data quality threats
Bots are only half the problem. Disengaged participants quietly erode the integrity of responses.
Proving impact
Budgets are under scrutiny, and insights hasn't always had the board-level influence to push back.
