Learn 7 ways insight teams are redefining quality, connection and impact in the age of AI
2026 represents a new chapter for marketing research and customer insights. To win today, researchers aren't just using more AI or collecting more data. They are redefining quality: how insights are generated, shared and acted upon.
Market Research Trends 2026 highlights how leading insight teams are balancing innovation with intention. Now in its sixth year, this report draws from expert commentary and industry reports, as well a survey conducted via the Rival Technologies platform.
Market Research Trends 2026 features quotes and commentary from these insight leaders and industry reports :
- Greenbook’s 2025 GRIT Insights Practice Report
- The Next Era of Insights Report by All Things Insights
- AI in Focus 2025 by Market Research Institute International
- Teresa Correa-Pavlat, Insights & Analytics Lead and AI Agile Capabilities, Haleon
- Kerry Sette, Vice President and Head of Consumer Insights & Research, Voya Financial
- Graeme Ford, Founder & Innovation Consultant, PunkMRX
- Michael Viveiros, Senior Director of Research, My Code Media
- Emma Woodley, Founder of Truth Be Gold
- Matt Kleinschmit, CEO and Founder, Reach3 Insights
- Leigh Admirand, Executive Vice President, Reach3 Insights
- Jon Dore, Executive Vice President, Reach3 Insights
- Chi Paler, Head of Customer Insights, 10x Genomics
- Jane Frost CBE, Chief Executive of the Market Research Society
- Pavi Gupta, VP of Insights & Analytics, Chobani
- Mary Anne Fitzgerald, Director of Consumer Insights, Balsam Brands
- Stella Igweamaka, Senior Consultant, New Markets & Opportunities, Servus Credit Union
- Mike Stevens, Founder, Insight Platforms
- Lenny Murphy, Chief Advisor for Insights and Development, Greenbook
- Greenbook’s 2025 Business & Innovation Report
- Jennifer Reid, Co-CEO and Chief Methodologist, Rival Group
- Sofia Gomez Garcia, Executive Director, Warner Bros. Discovery
- Andrew Reid, CEO and Founder, Rival Technologies
