The future of market research has already arrived — and it is shaped by algorithms, continuous learning, and above all, by people. It is what the study shows"The Researcher of 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 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.
For this, the company — one of the leading independent specialists in Latin America — interviewed 86 professionals working in research agencies and consumer analysis departments 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 internal process automation (53%). It is also used for the development of customized insight models (39%) and the creation of predictive intelligence tools (36%). And 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 profound and continuous changes. This involves promoting collective learning, managing resistance, ensuring psychological safety, and sustaining transformation over time," says Karina Milaré, partner at HSR. For her, more than 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 will assume roles such as strategic analyst, data curator, and human-machine interaction facilitator. This requires more than technical mastery: it demands sensitivity to communicate clearly, ensure the ethical use of technologies, and act in an increasingly integrated manner.
Today, researchers already show interest and a positive reception towards the adoption of AI, aligning with companies' pursuit of greater efficiency and competitiveness. However, there is still a path of adaptation to be taken: only 17% of respondents feel fully prepared to deal with the transformations brought about by technology. Another 50% consider themselves partially ready, 27% are in development, 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 resorted to self-directed learning strategies such as reading, videos, and hands-on experimentation, 66% to peer collaboration, 49% to online courses, 44% to participation in events and workshops, and 10% to mentoring. "Skills such as continuous learning and resilience are gaining relevance in the context of rapid technological evolution," reinforces Karina.
The respondents' perception 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. AI is an ally, not a substitute, as 49% of respondents express 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, emphasizes Renato Trindade.
Participants also highlighted that some challenges persist in adopting the technology, such as choosing the right tools (70%), lack of clear strategies (55%), resistance to change (45%), lack of technical knowledge (45%), ethical concerns (30%), and budget constraints (18%). Other barriers include the need to deal with algorithmic biases (71%), adaptation to new processes (61%), and ongoing resistance to transformation (44%).
"Most professionals demonstrate 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 emerge every day. Being open to learning and innovating is essential," emphasizes Trindade.
An innovative methodology: E-Talks.AI
The study used a novel approach, E-Talks.AI — an empathetic artificial intelligence-based tool that combines qualitative and quantitative analyses of participants' responses. The sample consisted of 86 professionals interviewed, of whom 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 field for less time. Among them, 53% work in research companies and 47% in Consumer Insights departments of companies from various sectors.
