One piece of advice for the next generation of market researchers

In a time where AI models spit out surveys in seconds and client budgets feel tighter than ever, it’s easy to feel unsettled about the future of research. But maybe the answer isn’t to chase what's new and shiny — it’s to build from a stronger foundation and be crystal clear about the value only humans can bring.

I remember first starting out an internship for a company called Vision Critical, a Canadian based company with an office not far from Waterloo. I quickly learned that communicating is everything in a fast paced client-side world. That was quickly followed by inputting the 'so what' into each report. But what should we be learning now?

I've asked the UK's top insight leaders for one piece of advice for the next generation starting out in the market research industry and here summarises their feedback:

My take: Your project management and communication skills are the foundation. Research and AI are layers you build on top.

Start with Bedrock: Clients, Context and Communication

Before you get lost in data models or prompt engineering, ask yourself: Do I really understand how this client makes decisions? Research is only as good as its impact, and that impact comes when you can translate human truths into commercial actions.

You need to speak their language, know their constraints, and earn their trust. That starts with good communication, with showing up (in person when you can), and with understanding how businesses actually work. It’s unglamorous. It’s not automated. But it’s essential.

Don’t Just Do Research

— Influence With It

Many researchers fall into the trap of identifying as a method. “I’m a qualie.” “I’m a data person.” But the most forward-thinking advice? Don’t see yourself as a market researcher at all.

Instead, you’re an insight professional. Research, analytics, market intelligence — these are tools in your kit. Your job is to make sense of the world so your organisation or client can act smarter, faster, and with more confidence. You’re a decision influencer, not just a deliverer of findings.

Layer Skills — But Keep Curiosity at the Core

The pressure to upskill in AI is real. And yes — you should learn what you can. But not at the expense of understanding human beings. AI will rewrite parts of this industry, but the hunger to understand people, their motivations, and their contradictions? That’s still ours.

If you started in quant, run a qual group. If you're deep in UX, run a large-scale survey. Get messy with behavioural data. Try ethnography. Breadth is your buffer — because AI will race ahead in narrow tasks, but still stumble when asked to pull it all together.

And don’t wait for someone to hand you a development plan. Think like a freelancer, even inside a company. Your growth is your responsibility.

Reality Check: AI Won’t Replace Everything — Just the Easy Stuff

AI can now summarise open ends, auto-code responses, and generate research scripts. That’s not the future — that’s the present. But here’s what it still can’t do:

• Understand how a client team actually operates.

• Read a room of stakeholders and reframe insight mid-presentation.

• See the emotional nuance behind why people say they love something but do the opposite.

And when budgets shrink, clients won’t stop needing insight — they’ll just need clearer impact. That’s your cue: less volume, more value.

Final Word: Generalism Is Not a Weakness — It’s a Survival Strategy

There's a myth that specialisation is the only way to stay relevant. But in research, generalism is underrated. It lets you connect dots others miss. It lets you pivot when AI automates one piece of the puzzle. It’s the glue that holds the story together.

Be deeply curious. Ask better questions. And don’t be afraid of the “unsexy” stuff — the repetitive patterns in human behaviour that haven’t changed in decades. Because that’s where the real signal lives. That’s where the next generation of great researchers will thrive.