Market research is undergoing a profound transformation. In today’s always-on economy, fast, trusted insights have become a critical competitive advantage.
Driven by rapid shifts in consumer behavior and business needs, traditional research methods are struggling to keep pace – burdened by long timelines, high costs and fragmented data. The pressure to do more with less is intensifying. Two-thirds (66%) of research teams say demand for insights has increased over the past year, according to the Qualtrics 2025 Market Research Trends report.
At the heart of this change is AI, which is supercharging research at a scale never seen before. AI enhances prediction accuracy, boosts team efficiency and refines user experience strategies in ways that are faster, smarter and agile. And we see research teams investing in AI capabilities: 83% of researchers plan substantial investment in AI and 71% believe synthetic data will comprise over half of data collection within three years.
This evolution creates new opportunities for market research teams that embrace innovation to gain influence and deliver impact. Qualtrics is leading this shift with its AI-native, all-in-one insights platform built from 25+ years of expertise. Qualtrics XM for Strategy & Research Suite™ empowers organizations to consolidate quantitative, qualitative and even external market research on a single platform.
Edge Audiences, Qualtrics’ proprietary synthetic panel solution continuously trained on real human responses, produces AI-generated quantitative data to help teams cut research time from months to minutes, expand access to harder-to-reach segments and optimize research cost and quality – enabling brands to slash fielding costs by up to 50%.
Qualtrics’ flexible research panel offering – which includes both traditional and synthetic panels – is trusted by hundreds of organizations.
With Qualtrics, businesses unlock rapid, reliable and actionable insights that fuel confident decisions and measurable growth in today’s fast-evolving market. Qualtrics AI-driven innovations help researchers not only understand customer behavior but also predict future needs and address areas of friction in real time.
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