Researcher of the future is an analytical professional and adaptable to the transformations of the Digital Age

The future of market research has arrived and it is shaped by algorithms, continuous learning and, above all, by people “O Researcher 2025: The Adaptive Transformation of Market Research with AI”, conducted by HSR Specialist Researchers, which reveals the profound changes that artificial intelligence is promoting in the sector and highlights a new professional profile: adaptive, ethical and technological. “From the beginning, we aimed to understand the impact of AI in conducting research, evaluate the organizational priorities and challenges brought, as well as analyze the individual readiness and skills development needs of the” professionals, explains Renato Trindade, CEO of HSR Specialist Researchers.

For this, the company ia one of the leading independent experts in Latin America 86 heard professionals working in research agencies and areas of consumer analysis of companies from various sectors. The survey reveals that AI is already a priority in these organizations, especially in applications such as data analysis (65%) and automation of internal processes (53%). It is also used for the development of customized models of insights (39%) and creation of predictive intelligence tools (36%). And the main benefits are perceived are increased efficiency, improvement in the analysis and fostering of innovation.

“More than a technical challenge, AI represents an adaptive challenge & CONCEPT that requires leaders capable of guiding deep and continuous change. This implies promoting collective learning, dealing with resistance, ensuring psychological safety and sustaining transformation over time”, says Karina Milare, partner at HSR. For her, more than implementing tools, it is necessary to re-signify the role of market research within companies.

The new role of the researcher with AI

According to the study, the researcher of the future assumes functions as a strategic analyst, data curator and facilitator of human-machine interaction. This requires more than technical mastery: it requires sensitivity to communicate clearly, ensure the ethical use of technologies and act in an increasingly integrated way.

Today, researchers already show interest and good receptivity towards the adoption of AI aligning with the companies' search for greater efficiency and competitiveness. However, there is still an adaptation path to go: only 17% of respondents feel fully prepared to deal with the transformations brought by technology. Other 50% consider themselves partially ready, 27% are in the process of development and 6% recognize not being prepared.

The main difficulties include the 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 resorted to self-directed learning strategies such as reading, videos and practical experimentation, 66% collaboration between colleagues, 49% to online courses, 44% participation in events and workshops and 10% mentoring.“Habilities such as continuous learning and gain relevance in the context of rapid technological evolution”, reinforces Karina.

The perception of respondents is that among the most valued skills for the future of the profession are: data analysis (60%), continuous learning and curiosity (56%), storytelling with data 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. The IAT is an adoption of the organizations that is not so much dissatisfied, it is a transformation that it is a trinity 1, it is not so much that it is a substitute that it is a trinity, it is a.

Participants also highlighted that some challenges persist in the adoption of technology such as the choice of the right tools (70%), absence of clear strategies (55%), resistance to change (45%), lack of technical knowledge (45%), ethical concerns (30%) and budget constraints (18%). Other obstacles are the need to deal with algorithmic biases (71%), adaptation to new processes (61%) and continuous resistance to transformation (41T).

“Most professionals show cautious optimism: there is confidence in the potential of AI, but also awareness that this revolution requires constant preparation and great adaptability.After all, New solutions and ideas arise every day.Being open to learning and innovating is essential”, highlights Trindade.

An innovative methodology: E-Talks.AI

The study used an unprecedented approach, the E-Talks.AI 'empathic tool based on artificial intelligence, which combines qualitative and quantitative analysis of the participants' responses.The sample was composed of 86 professionals heard, of which 64% have more than 10 years of experience in the market, 22% more than five years, 11% more than two years, and only 6% have been working in the area for less time. Among them, 53% work in research companies and 47% from Consumer Insights areas of various sectors.