2025 has been a year defined by acceleration and adjustment.
AI became more embedded in day-to-day workflows, budgets tightened across sectors, and consumers became both more demanding and more discerning. Researchers and marketers have had to balance doing more with less – all while maintaining the pace of innovation.
Undoubtedly, the trends that surfaced in 2025 are maturing fast and those who adapt early will gain a decisive edge.
So, with that in mind, here are the four key trends every researcher and marketer should be ready for in 2026.
1. AI moves from experimentation to every day
Artificial intelligence is no longer an experimental add-on. It’s becoming integral to how research is designed, analyzed, and delivered. From automating qualitative analysis to generating faster, more nuanced insights, AI is reshaping how teams work.
But with so many platforms, plug-ins, and promises flooding the market, the real challenge for 2026 is knowing what – and who – to trust.
Not every AI tool delivers equal value, and the cheapest or quickest option isn’t always the right one. The focus now needs to shift from simple adoption to strategic application: identifying where AI can genuinely enhance insight generation, streamline analysis, or unlock creativity. And finally, understand where human judgement still adds irreplaceable depth and context.
Those who strike the right balance between machine intelligence and human expertise will be the ones who turn AI from a buzzword into a true competitive advantage.
2. The budget efficiency mindset
With ongoing economic uncertainty, 2026 will put even greater emphasis on doing more with less.
Most of you will be looking for research partners who can deliver robust, actionable insights efficiently – balancing cost, speed, and depth. Flexibility, modularity, and smart use of existing data will be key.
The brands that have the right partners with the tools and expertise to optimize budgets will be the ones who outperform competitors and who have the advantage of freeing up funds for innovation and other high-impact initiatives.
3. The consumer expectation reset
Consumers are rethinking what value means – from brand ethics and experience to personalization and purpose. This “expectation reset” means researchers and marketers must dig deeper into emotional and contextual drivers, not just demographics.
The brands that listen more closely, and act more authentically, will win.
4. The need for faster, more agile insight
Decision cycles are shrinking, but the demand for robust evidence hasn’t. Agile, on-demand research solutions – from continuous tracking to fast-turn studies – will become the norm. The focus will be on insight that’s not only fast, but fit for purpose: accurate, contextual, and ready to act on.
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Thinking ahead to your 2026 strategy and know that research will be a key investment? Speak to Savanta and learn how we can help you prepare for 2026. Get in touch today.
