The UK research industry is changing fast. But one thing hasn’t changed at all: good research still starts with real humans. I’ve just been reading the Research Live Industry Report 2026 and it’s one of the clearest snapshots of where market research is heading. Yes, budgets are tighter. Yes, AI is everywhere. And yes, everyone’s feeling a bit… cautious. But underneath all that noise, there’s a big opportunity for firms who know how to uncover real human knowledge. 

• £9bn industry, cautious but steady
  Growth is slowing as the world is spinning. But the UK still drives over 50% of Europe’s research output. And agencies are cautious and optimistic at the same time. 
• Sample quality and engagement is officially THE problem
  When respondents’ identity is not a mystery, their fatigue is a real thing. Both are impacting data quality and, with it, our industry’s reputation. The business world needs responsible and rigorous research ethic, such as custom and verified expert recruitment, to stay relevant and keep thriving.  
• AI is moving from efficiency to “synthetic insight” 
  AI has its place in research, from design to analysis. But will synthetic data and AI personas dominate the market like they dominate the conversations? It doesn’t seem so. If the data collected or the model created are not grounded in reality, their value is null. Information needs to be reliable and timely for innovation to happen. 
• Human judgement is the premium
  As data collection becomes more automated, expert insight becomes more valuable. Agencies are shifting from anonymous data providers to trusted advisers – powered by AI, anchored by experts.  

At IDR, we spend our days collaborating with research firms that need to access hard-to-reach, niche experts: policy makers, business leaders, clinicians, technical specialists who don’t sit on panels and don’t have time for bad research design. That “human truth” is exactly what AI models, synthetic data and advanced analytics need to stay credible. 

Research firms that blend technology with high-quality expert access will win. Those that rely on automation alone will struggle with trust, depth and differentiation. 

And partnering with expert network services isn’t about replacing methods – it’s about strengthening them, eliminating recruitment fraud and making sure insights stay connected to the real world. 

Because in 2026 and beyond, the smartest research won’t be AI or humans. 
It’ll be AI powered by humans who know their stuff.