Partner Content

GRIT

June 6, 2025

Market Research in the Age of AI: Trends, Challenges, and Opportunities

AI is revolutionizing market research—powering personalization, segmentation, and strategy while reshaping how insights are created and applied.

Artificial Intelligence (AI) is transforming how market research is conducted. It assists companies in understanding consumer behavior, anticipating trends, and devising strategies with an unprecedented level of sophistication. Unlike traditional analytics, AI uncovers hidden patterns, facilitates better segmentation, and improves targeting using advanced predictive models. AI excels at detecting nonlinear behaviors and subtle signals that conventional methods might overlook.

AI transforms insights from introspective (classification, clustering) to prescriptive (recommendations, routing respondents) and generative (the newest addition to the scene). Generative AI now synthesizes campaign concepts and drives mass-scale personalization. “Traditional” AI enhances the quality of surveys, prevents fraud, and accelerates campaign creation, often without the need for extensive data integration. Whether traditional or not, AI innovations are not just operational upgrades—they’re reshaping how strategic decisions are conceived and executed. 

Adoption patterns vary among stakeholder groups, as they should. Buyer-side analytics teams readily embrace new technologies due to demands for performance and efficiency. In contrast, traditional buyer-side researchers—constrained by regulatory and brand compliance—approach AI with caution, emphasizing methodological continuity and auditability. 

Technology providers are in a prime position to lead. For them, adopting AI serves as both a unique selling point and a strategy for platform development. Their motivation extends beyond enhancing internal efficiency; they also seek external recognition and opportunities for feature growth. Full-service research companies integrate AI to improve delivery efficiency or lower costs, yet they stay focused on their consultative functions. They leverage AI to enhance human insight rather than replace it. Qualitative researchers experience the greatest challenges: while some utilize GenAI for automation and synthesis, others perceive it as oversimplifying, particularly in contexts where empathy, nuance, or cultural interpretation are vital.

Throughout these roles, one constant remains: AI’s utility is directly tied to the quality of the underlying data. No model—regardless of its architecture—can outlast poor inputs. Some argue that data or AI quality is in the “eye of the beholder,” which explains the recent emphasis on synthetic data. The true measure of quality must align with the research purpose, the context of interpretation, and the significance of downstream interventions. Clean data pipelines, context-aware preprocessing, validation routines, and rigorous governance are essential; they form the foundation upon which AI-driven insights rest. Model choice and evaluation must begin with a clear understanding of the decision-making objectives, rather than merely considering the latest AI technology.

grit reportDynatagenerative AIartificial intelligencequalitative researchsurvey quality

Comments

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

2025 GRIT Insights Practice Report

EXPERT COMMENTARY

2025 GRIT Insights Practice Report

The GRIT Insights Practice Report is your unique and comprehensive resource to navigate the often choppy waters of ever-changing research, analytics, and insights industry trends.

Data collected Q1 2025

June 2025

About partner

Dynata is uniquely equipped to deliver the high-quality data you need to power informed decision-making. With the industry’s largest first-party panel of more than 70 million people, Dynata combines unmatched respondent access, an unrivaled approach to delivering the highest quality data available in our industry, and end-to-end solutions to support your projects at every stage. Trusted by over 80% of the Fortune 500, including top companies like Google, Meta, McKinsey, P&G, Starbucks, and WSJ, Dynata is the most reliable partner for first-party data, media measurement, and activation solutions.

Sign Up for
Updates

Get content that matters, written by top insights industry experts, delivered right to your inbox.

67k+ subscribers