7 predictions for how market research will evolve in 2025

At Orchard, we see change as an opportunity to innovate and lead. After a year of conversations with industry leaders, customers, investors, and partners, we’ve identified the key trends shaping the future of market research in 2025. 

Here are our top 7 predictions for how market research will evolve in the coming year. 

1. The Traditional Survey Will Decline as Social Testing Takes Over
   • Survey response rates have plummeted below 20%, while social media engagement is at an all-time high. Traditional surveys are becoming less effective as consumers prefer to share opinions organically on social platforms.
   • Strategic Implication: Focus on real-time behavioral tracking and social testing for insights that mirror real-world success. 
     
2. Influencers Will Become Key Research Collaborators

• Consumers trust influencers over brands, with 71% of people relying on influencer recommendations. This presents a huge opportunity for market researchers to partner with influencers to gather valuable consumer insights.
• Strategic Implication: Partner with influencers to access authentic, engaged audiences for real-world feedback.  

3. AI Moderators Will Revolutionize Qualitative Research

• AI is becoming an integral part of market research, with 75% of consumers preferring chatbot interactions for simple tasks. AI moderators can facilitate discussions, gather insights, and scale qualitative research efforts efficiently. 
• Strategic Implication: Companies should invest in AI tools to collect and analyze qualitative data at scale while training their teams to interpret AI-driven insights accurately. 
  

4. Clients Will Demand Proactive, Always-On Insights

• In an era where 84% of CMOs prioritize predictive insights, businesses can no longer rely on periodic reports. Continuous insights and trend forecasting will become essential.
• Strategic Implication: Market research firms must adopt predictive analytics and real-time data streams to deliver insights before clients even ask.  

5. Social Media Will Replace Focus Groups

• With 4.5 billion social media users worldwide, social listening provides a broader and more immediate source of consumer insights compared to traditional focus groups.
• Strategic Implication: Brands should utilize platforms like TikTok and Instagram to capture unfiltered consumer sentiment and trends. 

6. Short-Form Video Will Dominate Research Communication

• By 2025, 82% of internet traffic will come from video content. Short, engaging videos will be the preferred format for communicating research findings. 
• Strategic Implication: Researchers should embrace video storytelling to make their insights more digestible and compelling for stakeholders. 

7. AI Will Enhance - Not Replace - Market Researchers

• While automation is on the rise, with 50-70% of repetitive white-collar tasks expected to be automated by 2030, human expertise remains irreplaceable. 
• Strategic Implication: Companies should focus on upskilling their teams in strategic thinking, storytelling, and interpretation to complement AI-driven efficiencies. 

Why These Trends Matter 

Market research is evolving rapidly, and businesses that embrace these changes will be better positioned to stay ahead of the competition. At Orchard, we help brands navigate these shifts with our behavioral test-and-learn research solution tailored for the digital age. 

Ready to future-proof your insights strategy? Let’s talk!