Artificial intelligence is rapidly reshaping the field of market research, transforming how insights professionals collect, analyze and deliver information, according to a new report
from QuestDIY and The Harris Poll.
The study, titled “The Role of the Researcher in 2026 and Beyond,” finds that 98% of researchers have already used AI in their work, with nearly three-quarters employing it daily or multiple times a day.
The report portrays AI as both a transformative tool and a testing ground for researchers seeking to balance speed and scale with accuracy and human judgment.
“AI is not replacing researchers -- it’s elevating them,” said Erica Parker, managing director at The Harris Poll. “The future is human-led, with AI as a trusted co-analyst.”