The future of market research has already arrived — and it is shaped by algorithms, continuous learning, and, above all, by people. This is what the study “The Researcher of 2025: The Adaptive Transformation of Market Research with AI”, conducted by HSR Specialist Researchers, reveals the profound changes that artificial intelligence is bringing to the sector and highlights a new professional profile: adaptive, ethical, and technological. “From the beginning, we aimed to understand the impact of AI on conducting research, assess the organizational priorities and challenges it brings, as well as analyze individual readiness and the skill development needs of professionals,” explains Renato Trindade, CEO of HSR Specialist Researchers.
To achieve this, the company — one of Latin America’s leading independent specialists — surveyed 86 professionals working in research agencies and consumer analysis departments across various industries. The survey reveals that AI is already a priority for these organizations, especially in applications such as data analysis (65%) and internal process automation (53%). It is also used for developing customized insight models (39%) and creating predictive intelligence tools (36%). The main perceived benefits are increased efficiency, improved analysis, and fostering innovation.
“More than a technical challenge, AI represents an adaptive challenge — a concept that requires leaders capable of guiding deep and continuous changes. This involves promoting collective learning, addressing resistance, ensuring psychological safety, and sustaining transformation over time,” says Karina Milaré, partner at HSR. For her, beyond implementing tools, it is necessary to redefine the role of market research within companies.
The new role of the researcher with AI
According to the study, the researcher of the future takes on roles such as strategic analyst, data curator, and facilitator of human-machine interaction. This requires more than technical mastery: it demands sensitivity to communicate clearly, ensure the ethical use of technologies, and operate in an increasingly integrated manner.
Today, researchers already show interest and receptiveness toward adopting AI, aligning with companies’ pursuit of greater efficiency and competitiveness. However, there is still an adaptation journey ahead: only 17% of respondents feel fully prepared to handle the transformations brought by the technology. Another 50% consider themselves partially ready, 27% are in the development process, and 6% acknowledge they are not prepared.
The main difficulties include a lack of in-depth technical knowledge, challenges in the practical application of AI in research processes, interpretation of generated data, and the need to adapt to new workflows. To overcome these barriers, 80% of them have turned to self-directed learning strategies such as reading, videos, and hands-on experimentation, 66% to collaboration with peers, 49% to online courses, 44% to participation in events and workshops, and 10% to mentorship. “Skills like continuous learning and resilience gain relevance in the context of rapid technological evolution,” emphasizes Karina.
Respondents perceive that the most valued competencies for the future of the profession include: data analysis (60%), continuous learning and curiosity (56%), data storytelling and communication (48%), resilience and adaptability (46%), AI literacy (35%), ethical awareness and critical thinking (21%), and empathy and active listening (17%). “Therefore, the human role remains central. AI is an ally, not a substitute, as evidenced by 49% of respondents expressing dissatisfaction with the speed of AI adoption in their organizations. This is because, although the tools are available, cultural and structural transformation still needs to mature,” highlights Renato Trindade.
Participants also pointed out that some challenges persist in adopting the technology, such as choosing the right tools (70%), the absence of clear strategies (55%), resistance to change (45%), lack of technical knowledge (45%), ethical concerns (30%), and budget constraints (18%). Other obstacles include the need to address algorithmic biases (71%), adaptation to new processes (61%), and ongoing resistance to transformation (44%).
“Most professionals show cautious optimism: there is confidence in AI’s potential, but also awareness that this revolution requires constant preparation and great adaptability. After all, new solutions and ideas emerge every day. Being open to learning and innovating is essential,” emphasizes Trindade.
An innovative methodology: E-Talks.AI
The study used a groundbreaking approach, E-Talks.AI — an empathetic tool based on artificial intelligence, combining qualitative and quantitative analyses of participants’ responses. The sample consisted of 86 professionals surveyed, of whom 64% have over 10 years of experience in the field, 22% over five years, 11% over two years, and only 6% have been working in the area for a shorter time. Among them, 53% work in research companies and 47% in Consumer Insights departments across various industries.
