2025 Predictions and the Future of Market Research
As 2024 comes to a close, it’s natural for us to reflect on the past year and to look towards the future of the next. The same is true of market researchers, who have had a turbulent year along with the rest of the world. Now, as the new year approaches, what will market research look like in 2025?
Artificial Intelligence
The biggest change in market research came in the form of 2024’s technological hot topic: Artificial Intelligence. The AI frenzy hit the market research world just the same as it did everywhere else, in a variety of different forms. The most exciting form was that of synthetic respondents. Synthetic respondents, or digital respondents, are a controversial technology that uses AI to replicate human respondents, thereby replacing human survey-takers with AI. While much research has been done to investigate the effectiveness, efficiency, and morality of using synthetics, it is still a new technology, and one that many are eager to explore. It is very likely that continued use and research of synthetic respondents will follow us into 2025.
We will also likely see AI used in other, less notable ways. Already, AI is used by some market researchers to quickly generate questions and build surveys. At other firms, AI helps quality assurance teams identify cheaters and scammers quickly and effectively. Market research companies may also use AI in similar ways to other companies, in writing emails, creating marketing content, and other day-to-day tasks. Moving into 2025, it is likely that we find new ways to use AI in market research and improve the ways we use AI already.
Qualitative over Quantitative
Almost contrary to the rise of AI, there may be a push for greater qualitative research in 2025. In the market research industry, there is always debate about whether qualitative research or quantitative research is better. Qualitative, or descriptive, non-numerical information, is currently not quite as popular as quantitative research, or numerical, measurable information. However, because of AI, that may change.
While digital respondents may seek to replicate real respondents, it is not always accurate. Concerns of accuracy and precision of responses have led some researchers away from AI and back to the real human respondents, who can offer genuine and truthful answers to qualitative questions. Additionally, the rise of AI software that can scan and summarize vast quantities of information has made turning qualitative responses into actionable insights easier and quicker than ever. It is likely that market researchers will capitalize on these AI developments and introduce more qualitative research in the coming year.
Quality, not Quantity
We may also expect a push for high quality sample in 2025. While the pursuit of high quality respondents is always at the forefront of market research and paneling, it will likely be more sought after than ever. Sample is not cheap: hundreds of panelists must be paid out their earned rewards, and quality assurance teams must check on every panelist. Thus, some market research firms sacrifice quality of sample for quantity, hoping to provide clients with many more responses at the cost of including cheaters, speedsters, and poor responses.
Again, this may change thanks to AI. As mentioned previously, AI is already being used by quality assurers to screen for cheaters and scammers in surveys. Continued improvements will make the AI more accurate and effective, producing higher quality sample for much lower effort and cost. However, AI is not only used by researchers. 2024 saw a rise in survey-taking bots and AI-written responses, a rise that will likely continue into 2025. A surge of AI-driven fraud will naturally lead to greater importance placed on rooting out this fraud, thus producing higher-quality data in the process.
Looking Ahead
2025 will herald plenty of changes to the market research, dramatic or otherwise. However, most things will probably stay the same. The use of synthetic respondents may grow, but real panelists will still make up the majority of respondents. There may be a greater push for qualitative research in the new year, but there will still be plenty of quantitative studies done. Most importantly, ACOP will remain steadfast in our commitment to provide our panelists with the best.
Cheers to 2025, and have a Happy New Year!