98% of market researchers use AI daily, but 4 in 10 say it makes errors — revealing a major trust problem

Market researchers are rapidly integrating AI, with nearly all professionals using it and over 70% utilizing it daily. This adoption offers time savings and enhanced capabilities, but introduces new issues with data accuracy and reliability. Many researchers report concerns about AI errors, data quality, and increased validation work. AI is employed mainly for analyzing various data sources, automating reports, and summarizing findings. While offering efficiency gains and improved insights, the technology also sparks worries about job security and data privacy. The emerging workflow involves human oversight of AI-generated outputs, treating AI as a junior analyst. Data privacy is a major obstacle, alongside concerns about training, integration, and lack of transparency. The industry shifts towards "Insight Advocates" who validate AI and provide strategic context. This adoption trend in market research provides valuable lessons that other industries adopting AI could learn from, particularly about managing trust and balancing productivity with vigilance. The future may see AI as a "co-analyst" role, but with human leadership remaining vital in research.