2026 Market Research Trends
Explore The 2026 Market Research Trends Report.
of researchers believe their organisation relies more on research than last year.
of researchers now view synthetic data as their most reliable data source.
2026 Market Research Trends
The research teams gaining strategic influence are using design to build research as an organisational capability. They are conducting different kinds of research, asking bigger questions, and moving earlier in the innovation cycle.
Our partner Qualtrics has released the 2026 Market Research Trends Report based on the insights of over 3,215 market researchers from 17 countries.
The 4 Trends identified by Qualtrics:
4 key trends have emerged that are reshaping expectations and behaviours in the Market Research field:
Research agents turn self-service into multiplied impact.
General-purpose AI is losing ground to purpose-built research platforms.
Resistance to change is costing researchers their seat at the strategy table.
Leaders optimise for AI adoption. Teams optimise for AI survival.
The Capventis Perspective
