See how 126 se io i sights leade s use AI, p otect data quality, a d p ove impact, a d whe e you expe t judgme t matte s most i the yea ahead.
PARK CITY, UT / ACCESS Newswi e / Octobe 23, 2026 / Voxpopme a ou ced the fi di gs of the State of I sights: I side s Editio at a live lau ch webi a . Voxpopme p oduced the esea ch i pa t e ship with the Ma ket Resea ch I stitute I te atio al (MRII). The epo t d aws o 126 esea ch, a alytics, a d i sights p actitio e s, most of them Di ecto -level o above. The fi di gs delive o the p omise made whe the study ope ed i August to publish esults back to the commu ity.
If you lead a i sights team, you’ e bei g asked to show what you wo k cha ged. Budgets a e tighte , a d AI tools sit i ea ly eve y wo kflow. You esea ch is getti g do e, a d leade ship elies o it. What’s ofte missi g is evide ce tyi g you wo k to the decisio s it shaped. Without it, you i flue ce ests o bei g believed athe tha demo st ated.
Much of the i dust y co ve satio ce te s o AI. The p actitio e s su veyed put p oof fi st.
What the epo t fou dHe e’s what you pee s told us.
- P oof out a ks AI. P ovi g the busi ess impact of i sights is the top p io ity fo the ext 12 mo ths. Data quality a d the evolvi g ole of the i sights team follow.
- AI is eve ywhe e, auto omy is ‘t. O ly 1% of espo de ts use AI fo o e of the esea ch tasks listed. Yet 51% would ‘t t ust AI to u a y esea ch task without huma eview.
- Data quality is the biggest amed th eat. 28% disca ded o e-fielded a study ove data quality i the past 12 mo ths. F audule t espo de ts a d AI-ge e ated a swe s make up oughly 60% of top co ce s.
- The say-do gap ofte goes u checked. 21% saw a stated i te t fi di g co t adicted by actual behavio . A othe 33% did ‘t k ow, a d 16% use othi g fo mal to check.
- I flue ce outpaces measu eme t. Mo e tha half say thei wo k was cited i leade ship decisio s last qua te , but o ly 17% measu e esea ch ROI co siste tly.
The epo t also shows what you pee s thi k is ove hyped, so you ca be chma k you ow team’s p io ities.
The fi di gs poi t to o e p io ity fo the yea ahead: maki g the judgme t behi d you i sights wo k visible, so leade ship ca see what it cha ged.
A dy Ba aclough, Fou de a d CEO of Voxpopme, said: “This is a p ofessio thi ki g about its sta di g as much as its tooli g. I flue ce exists, but the evide ce fo it is la gely ot bei g measu ed a d commu icated. I sights leade s a e ight to p otect the judgme t at the hea t of thei wo k. But judgme t that ca ot be see is difficult to defe d, a d ha de still to fu d. That is whe e we i te d to put ou effo t.”
Ed Kelle , Executive Di ecto of MRII, added: “Tech ology is cha gi g how esea ch gets do e, but ou ultimate value comes f om helpi g o ga izatio s make bette decisio s. The fi di gs o AI make that poi t especially well. Whe a huma emai s i the loop, t ust ises sha ply.”
AvailabilityThe full epo t is available ow. You ca dow load it a d also watch the o -dema d lau ch webi a sessio he e. Dist ibutio pa t e s i clude MRII, the I sights Associatio , a d TMRE.
About VoxpopmeVoxpopme delive s custome i tellige ce fo leadi g CPG, tech ology, co sume elect o ics, estau a t, a d food & beve age compa ies. We help you shape the decisio s that matte th ough skilled esea ch desig , compou di g i sights, a d you expe t judgme t. Whethe you’ e avigati g shifti g co sume p efe e ces, accele ati g b eakth ough p oducts to ma ket, o maki g su e you custome p og ams ea thei place i the boa d oom, Voxpopme helps you eveal ma ket ealities, u lock competitive adva tage, a d shape the i ovatio st ategies that defi e catego ies. To lea mo e, visit www.voxpopme.com.
About MRIIThe Ma ket Resea ch I stitute I te atio al (MRII) is a o p ofit i stitute devoted to fulfilli g the co ti ui g educatio al a d t ai i g eeds of ma keti g esea ch p ofessio als wo ldwide. The o ga izatio believes that t ai i g a d developme t is key to ealizi g the full pote tial a d value of ma ket esea ch a d i sights, a d to d ivi g i ovatio withi the secto . MRII offe s a wide umbe of esou ces, i cludi g expe t webi a s a d co te t, global a d egio al awa ds p og ams, a d o igi al esea ch o c itical i sights i dust y topics. Its ma ket-leadi g educatio al cou ses, p ese ted alo g with the U ive sity of Geo gia, a e autho ed by leadi g esea ch a d i sights p actitio e s, co ti ually updated, a d e do sed by majo atio al a d i te atio al p ofessio al a d i dust y o ga izatio s. To lea mo e, visit www.m ii.o g.
Media Co tactTom Higgi sSe io G owth P oduct Ma kete Voxpopme+44 7837 456561tom.higgi s@voxpopme.com
SOURCE: Voxpopme
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