AI won’t kill market research. But it will change what clients pay for.
Most research companies are preparing for the wrong future. Using AI to make the existing factory line run faster, while keeping the business organized around it. This paper argues the bigger change is where value lives: fresh facts become scarce, execution becomes cheap, proof becomes worth paying for, and expertise has to move out of people’s heads and into systems.
What you'll get from this report
- Why half of the industry’s 2026 revenue is for work clients won’t pay for by 2028
- The four shifts that will define the research business by 2030
- Where the margin goes when execution collapses in cost — and who is sitting at each end of the value chain
- Why provenance, not analysis, becomes the product clients pay a premium for
- Six questions every research company CEO should be able to answer today
More about this whitepaper
Written for insights leaders, this paper looks how the middle of the research value chain - designing, processing, analyzing, reporting - stops carrying the margin.
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