Introduction

The research and insights industry is evolving as organizations navigate shifting market conditions, rising expectations of value, and accelerating tech disruption. To understand the trends shaping 2026, we gathered perspectives from IDR’s senior leaders and insights veterans. Their collective view reflects an industry sharpening its expectations and reassessing what drives reliable insight.

Market context

The research industry enters 2026 with cautious optimism. David Penhearow, Head of Client Services, notes the start of 2025 “almost felt like a research recession,” with softness affecting scale and budgets. Despite this, global deal activity has improved recently, but there is still “dry powder” waiting to be unlocked. Against this backdrop, buyers remain willing to invest when the value is clear.

Trend 1: Human connection as a differentiator

In B2B research, automation cannot replace human judgment or relationship-driven recruitment. There is a growing demand for in-depth, specialized insights shaped by conversation and connection.

Even as technology advances, one-to-one conversations remain central to meaningful insights. But rising “expert fatigue” is making senior profiles harder to reach, prompting recruitment teams to return to phone calls and more creative outreach techniques.

Expert experience is gaining importance, too. The most sought-after individuals have choices, and how they are treated shapes their willingness to participate. Organizations that offer a relationship-led experience will be better positioned in 2026.

Trend 2: Quality as a strategic advantage

As we move into 2026, a clear split is emerging between providers who invest in verified respondents and transparent processes and those who rely on cost-led models that attempt to fix issues at the end of the pipe. High-volume, low-cost approaches often create poor-quality data and more work at the back end.

Even when budgets are tight, prioritizing quality data remains essential for informed decision-making. When respondents are real, unique, and engaged, data becomes more reliable, allowing smaller samples to deliver deeper insight. As Giulia Baldi, EMEA Principal, says, while synthetic data can be useful for “large-scale or slow-moving social phenomena,” timely decisions still require newly sourced, precise data.

That’s why real respondents are becoming critical markers of quality. Data quality is “a forever-changing battlefield,” with bots and AI-generated responses increasing the need for stronger verification.

Trend 3: Fewer vendors, deeper partnerships

As consulting and insight teams become leaner, clients are relying more on external research providers that can deliver consistently and work at pace. At the same time, vendor consolidation is accelerating as organizations choose fewer, more trusted providers that meet higher standards. Scott Baker, Head of Client Partnerships, sees this as an opportunity, adding that it “will be fruitful for strong partners that can fill in.”

Collaboration is becoming more strategic, with clients looking for suppliers who understand their long-term business priorities. Trusted vendors understand workflow, anticipate needs, and deliver on commitments, prompting clients to favor those who act as extensions of their teams in 2026.

Trend 4: The rise of hybrid research methodologies

AI adoption and efficiency demands are reshaping how quantitative and qualitative methods evolve. Izzy Nurdin, Commercial Director, explains that the wider industry has been “the beneficiary of tech,” particularly in how AI now processes large, unstructured datasets and synthesizes open-ended responses. But while automation accelerates scale, it cannot replace the nuance, context, and interpretation required in research.

These dynamics are driving the rise of hybrid design in 2026, with researchers combining quant scale with targeted qual moments. This “multi-methodology work” uses technology to accelerate what can be automated while preserving the conversations that shape interpretation, helping teams balance speed with contextual thinking and meaningful insight.

Trend 5: Transparency as a trust multiplier

Clients are paying much closer attention to how research is conducted. Credentials like ISO information security and MRS are now seen as baseline, not differentiators. What matters in 2026 is clarity on process: how respondents are sourced, how tools are vetted, and how data is secured. Buyers want to understand the steps behind the work, not just the final output.

This shift is reshaping vendor onboarding. Ammad Ejaz, Head of Commercial, says it now “includes legal, compliance, and sometimes even general counsel,” reflecting how seriously organizations are treating governance globally. Budget pressure is also driving deeper questioning and closer checks, making process clarity a key marker of trust. Providers who can demonstrate clear, traceable workflows will stand out.

Conclusion

Across all five trends, one theme is consistent: expectations are rising across every stage of the research process. Clients are asking more of their partners, looking beyond speed and scale to understand how insights are generated, who is involved, and whether the outputs can be trusted. Those set to succeed in 2026 will be the ones who combine rigor, transparency, and strong relationships to deliver work that stands up to scrutiny.

As Alejandro Aivar, Partner and Managing Director, puts it, “the future belongs to organizations that stay curious and committed. When we honor the human stories behind the data, we create understanding that moves industries forward.”