Key Points

More than 70% of organizations now use AI in at least one business function, accelerating expectations around research speed, scale, and consistency.

Market research in 2026 is shifting from isolated studies to integrated platforms that support continuous learning and faster decision-making.

Companies are increasingly relying on platforms that combine data collection, analysis and insight delivery within a single research environment.

What Market Research Means in 2026

Market research refers to the structured collection and analysis of data to understand consumer behavior, preferences, attitudes and market dynamics. It supports decisions across product development, marketing strategy, pricing, customer experience and long-term planning.

In 2026, the scope of market research has expanded. Alongside planned studies, organizations increasingly work with ongoing streams of feedback, requiring research to function as a continuous process rather than a series of isolated projects.

Market research in 2026 is under pressure not because companies lack consumer input, but because the volume, velocity, and variety of data have outpaced traditional research cycles. Feedback now arrives continuously, while decisions are expected to be made faster than ever.

This has driven a clear shift away from fragmented research tools toward market research platforms systems that help organizations manage complexity, reduce operational friction, and transform large amounts of input into decision-ready understanding.

Key Shifts in Market Research Practices

Several structural shifts are reshaping how research is conducted:

• Higher data volumes from surveys, panels, digital feedback, and open-ended responses
• Shorter decision timelines, reducing tolerance for long turnaround cycles
• Greater demand for synthesis, not just data delivery
• Broader internal consumption, with insights used across teams and functions

These changes have increased reliance on platforms that can unify execution, analysis, and insight sharing within repeatable workflows.

How AI Is Enhancing Market Research

AI is increasingly used to support research teams by reducing manual effort and improving consistency at scale. In practice, this includes:

• Automated survey programming
• Logic handling, multi-language workflows, and QA
• Panel and sample supplier integrations
• Real-time data quality checks and fraud detection
• Automated data cleaning and harmonization
• On-the-fly cross-tabs with statistical testing

Rather than replacing research fundamentals, AI is changing how much work can be done within the same time frame.

Top 5 Platforms for Market Research

1. Suzy

Suzy supports agile research by providing continuous access to consumer audiences and enabling rapid feedback collection. It is often used when teams need quick answers to evolving business questions without long study timelines.

Capabilities

• Always-On Consumer Access: Continuous access to consumer panels for rapid, on-demand research needs
• Rapid Study Deployment: Quantitative and qualitative surveys launched quickly to support fast decision cycles
• Insight Dashboards: Results organized in dashboards designed for easy interpretation and internal sharing

2. Appinio

Appinio enables fast, mobile-first market research, allowing companies to collect consumer responses at speed across multiple markets. It is commonly used for rapid validation and tracking exercises.

Capabilities

• Fast Survey Execution: Mobile-first surveys deployed and completed within short time frames
• Scalable Market Coverage: Multi-country audience access supporting research across regions and demographics
• AI-Supported Analysis: Automated analysis tools used to accelerate insight generation from survey data

3. Zappi

Zappi focuses on standardized research programs that help teams run repeatable studies over time. It is frequently used for advertising, innovation, and brand measurement where consistency and comparability are important.

Capabilities

• Automated Testing Programs: Structured testing for advertising, concepts, and innovation initiatives
• Standardized Research Frameworks: Pre-built methodologies enabling consistency across repeated studies
• Benchmarking Integration: Performance results contextualized using historical and category benchmarks

4. Entropik

Entropik adds behavioral and emotional measurement to market research, helping teams understand reactions beyond stated responses. It is used when deeper experience and attention signals are required.

Capabilities

• Emotion and Behavior Analytics: Measurement of emotional responses using AI-driven analytics
• Multimodal Data Capture: Collection of facial, voice, and behavioral signals alongside survey responses
• Experience-Focused Research Tools: Integrated tools designed to analyze consumer experience and attention

5. BioBrain Insights

BioBrain  Insights is a global data insights, research, and intelligence company helping forward-thinking organizations decode markets, consumers, and cultural shifts with clarity. Powered by a proprietary AI-driven research engine, BioBrain blends traditional research methodologies with digital-era intelligence. Spanning survey data, web intelligence, sentiment analysis and behavioral signals, we help deliver actionable, decision-grade insights.

Capabilities

• Questionnaire Automation: Survey design and programming streamlined through automated workflows
• Survey Programming Made 80% Faster: Significant reduction in setup time for complex research projects
• AI-Powered Open Text Analysis: Automated interpretation of qualitative responses at scale
• Structured Project Decks: Research outputs generated automatically in standardized, presentation-ready formats

The Direction Market Research Is Taking

As market environments become more dynamic, companies increasingly rely on platforms that help research operate as an ongoing capability rather than a periodic exercise. These systems support faster learning, greater consistency, and clearer interpretation across growing data complexity.

The platforms outlined above reflect different ways organizations are adapting market research practices in 2026 depending on their needs around speed, depth, scale, and continuity. Together, they illustrate how market research is evolving toward more integrated, system-led approaches to understanding consumers and markets.