2025年市场研究趋势报告

6 Forces Shaping the Future of Insights Introduction: Forget crystal balls and Tarot cards—predicting the future of marketresearch doesn’t require mysticism (or outdated methods). Instead, we didwhat we know best: we did our research. Now in its fifth year, this edition ofMarket Research Trendsfeaturescommentary from experts and insights from industry reports. But this year,we’ve added something special: findings from our own December 2024study. Using our own conversational research platform, we engaged closeto 120 researchers in a short chat survey and captured robust and richquant, qual and video feedback. Their insights help tackle some of the biggestquestions in the industry: What’s trending? Whichtools are making waves? And, of course, how is AIchanging the game? While our industry is complex (just look atbenchmarks like GreenBook’s GRIT report orESOMAR’s Global Market Research report),our research shows glimmers of optimism andinnovation. Less than 9% of participants areworried about the future, and over 70% arealready using AI at least a few times a week intheir work. Not surprisingly, AI is leading the charge. As Bill Trovinger from AlbertsonsCompanies put it: “AI is going to level the playing field in terms of speedand efficiency. Whoever can dig deeper—whether using AI or not—will bethe winner in 2025.” But it’s not all about AI. Our research uncovered other key trends shapingthe future of insights: •Tech meets human expertise:Striking the right balance is becomingcrucial.•Qualitative research goes digital:It’s scaling like never before.•DIY research tools:Empowering teams to take the reins.•Participant experience:Finally getting the attention it deserves.•Data quality:Still the MVP, holding strong in the spotlight. These aren’t just random guesses—they’re backed by hard data and expertinsights pointing to exciting growth ahead. With the industry projected totop $150B globally by year’s end (ESOMAR, 2024 GMR), there’s never beena better time to be part of this transformation. Whether you’re an insights veteran or a curious newcomer, this report isyour glimpse into what’s next for a rapidly evolving field. 2025 will be a transformational year inmarket research as brands will continuetheir drive to get closer to consumers andagencies will increasingly leverage newtechnologies to enable more organic, naturaland authentic human understanding.” Matt Kleinschmit,CEO and Founder, Reach3 Insights Trend #1: The AI Takeover5 Exciting Uses of AI8 Trend #2: Human in the Loop11 Trend #3: Qual at Scale, Driven by AI14 Trend #4: DIY Unleashed18 Trend #5: The Participant Experience, Fixed?21 Trend #6: Data Quality: The Comeback Tour24 Trend #1:The AITakeover I am most excited to see AI become moreconversational.” Bill Trovinger,Director of Customer Insights - Health& Wellness, Albertsons Companies Let’s talk about the elephant in the room: AI. It came up constantly in ourfindings, no matter the question. Researchers are using AI in all kinds ofways—writing surveys, analyzing responses, creating visual reports, andspeeding up timelines. In fact, 67% of our respondents said AI capabilitiesare critical or a key consideration when choosing a research vendor. ESOMAR’s Global Market Research Report backs this up: “The introductionof large language models like ChatGPT at the end of 2022 has broughtrapid change. Firms must adapt, whether through acquisitions or bydeveloping their own tools.” In 2025, it’s not just about using AI—it’s about using it wisely. AI isbecoming a co-pilot, handling repetitive tasks like cleaning data or codingresponses. This frees researchers to focus on what they do best: askingsmarter questions, digging deeper into insights, and telling impactfulstories. Of course, there are challenges. Michael Wehrman, Senior Manager,Growth Insights at Comcast, stresses that “the industry also will need toreckon with the economic and environmental impact of the machineryrequired for AI to function – the resources needed to build and maintainthe machinery as well as the energy needed to supply it as well. AI may yetshift paradigms, but open discussion about tradeoffs as well as upsides iswhere we need to focus.” For buyers navigating AI-powered services, resources likeESOMAR’s 20Questions to Help Buyers of AI-Based Services and the Market ResearchSociety’s MRS Standards Guidance on AI can help. AI is speeding things up and raising expectations. Researchers are usingit to personalize experiences, identify data themes, and even simulate testaudiences. The challenge for 2025? Balancing automation with the humancreativity and critical thinking that make research meaningful. AI Adoption in Insights Most researchers today are incorporating AI in theirrole, using it to improve their efficiency and speed. How researchers are usingAItoday How frequently do you use AI? Every day:36.2% Using the Rival AI Summarizer tool,we identified these top use casesfor AI in research. Once or a few