We in the insight world have taken a battering recently from a global pandemic, a cost-of-living crisis, and now AI reshaping many parts of our work. The impact across our industry is huge. Budgets and timelines are tighter than ever, while brands expect more for less. Meanwhile, an influx of mostly AI-powered tools has created a genuine paradox of choice. So what does that mean for the future of digital research?
AI spreads its wings
Well, clearly AI has massively disrupted the way we do things. It summarises, transcribes, translates, scripts, and moderates. And it’s getting more advanced all the time – you can even get artificial participants to take part in research now. AI has pretty much touched every part of the research process and is rapidly reshaping the landscape across all methodologies. Some researchers fully embrace AI-led tools, while others actively avoid them altogether. Everyone else falls somewhere in the middle – happy to take or leave AI depending on what’s available.
The relationship between AI and digital tools will only become more sophisticated and seamless. AI will be even more deeply embedded in digital research platforms – automating processes, suggesting insights, and personalising experiences for everyone. So platforms must let researchers dial AI up or down, depending on the project and their confidence with AI.
Flex or fail
Similarly, busy researchers with tight budgets want flexibility in how they use digital research platforms – it’s never one size fits all. Some in-house teams prefer all-you-can-eat self-service for autonomy, while others favour full-service support due to limited bandwidth. This can also vary on a project-by-project basis, so again agile solutions are crucial.
Looking ahead, squeezed timelines and budgets will push researchers to demand more from their platforms – new features, fewer clicks, and faster processing. Tools need to be more powerful and flex to differing needs – while offering speedy yet strategic support.
Earn their trust
In all of this, a constant thread in digital research is the need for complete trust and security. Now more than ever, we’re being asked how data is processed and whether it’s ‘training ChatGPT’ (spoiler alert: the answer should always be no). Researchers, stakeholders and participants need reassurance that their data is secure.
While regulation was initially sluggish, policymakers are now hurrying to set tougher AI rules – meaning every platform must prove exactly how and where it processes data. With scams and hacks on the rise, participants can feel vulnerable, so digital tools must be open and honest with both participants and researchers.
What next?
We’re obviously at the edge of a (really exciting) shift in digital research. We can do so much more than we ever have before, much faster too. Staying up to date with rapid AI developments while offering agile, safe solutions has to be the priority for digital tools. No one knows exactly how the industry will evolve, but robust, innovative tools and smart people building them will mean we’re ready for whatever comes next.
Of course, at Whycatcher, we’re here to make the future of digital research easier, faster, and human-led, no matter where you stand on AI. Speak to the team to find out more.
