Why market research still matters 

With over 402 million terabytes of data created every day, you might think businesses have everything they need to make smart decisions, but raw data on its own isn’t enough. The key to making confident, forward-looking decisions is turning that data into insight — and that’s where market research comes in. 

Market research has evolved from clipboards and cold calls to agile, tech-enabled methodologies that move at the same rapid pace as 21st-century businesses. At Big Village, we’ve seen firsthand how this evolution is transforming what research can do, and who can benefit from it. Keep reading to learn:  

• What market research really is (and isn’t) 

• How traditional methods still serve as a strong foundation 

• How artificial intelligence is reshaping the field 

• When and why synthetic data, agentic twins, and automation matter 

• What the future of insights looks like in a connected, data-rich world 

What is market research? A definition for the 2020s 

Fundamentally, market research is about using data to inform business decisions. Whether you’re launching a new product, entering a new market, or optimizing messaging, the goal is to reduce uncertainty and improve outcomes through evidence. 

Good research answers essential questions: 

• Who are our customers, really? 

• What matters most to them? 

• How are they making decisions? 

• Where can we grow or compete more effectively? 

Great research goes further. It tells a story. It brings clarity. And it drives action. 

The value of traditional methods 

Despite the buzz around new technologies, traditional research methods still play a critical role in today’s insights ecosystem. Quantitative surveys and qualitative interviews remain the bedrock of a strong strategy. 

• Quantitative research provides measurable data that helps businesses validate hypotheses, track performance, or size opportunities. It’s structured, scalable, and often repeatable. 

• Qualitative research brings nuance and emotional depth. It reveals ‘the why behind the what,’ and it’s especially useful when exploring new ideas, testing creative, or digging into unmet needs.

We combine qual and quant methods to help clients see both the big picture and the fine detail. Our approach is flexible: Using our own research platforms, we support quick-turn projects, as well as long-term tracking studies.   

The Rise of AI in Market Research 

Artificial intelligence isn’t just a trend; it’s fundamentally reshaping how research is conducted. We see AI as a powerful extension of the researcher’s toolkit. 

Here’s how AI is changing the game: 

• Smarter traditional surveys: AI tools can adapt questions based on previous responses, dig deeper into themes, and clean data in real time. 

• New data sources: Agentic and synthetic technologies provide approaches to answering research questions instantly and with more specificity 

• Faster analysis: AI can identify themes, flag anomalies, and surface insights at scale, freeing up time for interpretation and strategy. 

• Better activation: AI can create connectivity between research, communications planning, and campaigns that improve ROI 

 AI doesn’t replace market research. It sharpens a market researcher’s ability to see patterns, generate hypotheses, and act faster. 

Smarter Traditional Surveys – AI-Driven Moderation 

AI-moderated surveys use artificial intelligence to guide and manage the survey experience in real time, often replacing or supplementing a human moderator. Instead of following a rigid, pre-scripted questionnaire, the AI can dynamically adjust questions, probe for clarification, or branch into new topics based on respondents’ answers, tone, or sentiment. This makes the interaction more conversational and adaptive, which can improve engagement, yield richer qualitative insights, and reduce drop-off rates. Additionally, AI moderation can identify patterns across respondents as data is collected, allowing for more efficient follow-ups and early discovery of trends, while maintaining consistency in how questions are asked and recorded. 

New Data Sources – Synthetic Data and Agentic Twins 

Sometimes, traditional sampling methods aren’t enough, especially when targeting niche audiences, low-incidence segments, or local markets. That’s where synthetic data can help. 

 Synthetic data refers to AI-generated responses that mimic the patterns of real respondents. When used responsibly, it allows researchers to: 

• Fill feasibility gaps when real data is limited 

• Improve sample stability in hard-to-reach groups 

• Expand audience insights without compromising integrity 

 We validate our synthetic augmentation methods through rigorous testing. It’s not a shortcut—it’s a tool that, when properly applied, strengthens the quality of insights. 

 At the same time, imagine being able to ask a digital version of your customer what they think of a product idea — and getting a meaningful, behavior-based response. Agentic twins make that possible. 

 Built using survey or first-party data, agentic twins are interactive, AI-powered representations of real consumer segments. With these “digital twins,” you can: 

• Simulate reactions to messaging, creative, or product concepts 

• Explore how preferences shift in different scenarios 

• Test new strategies in a low-risk environment 

 Unlike static personas, agentic twins “learn” and evolve over time, mirroring the complexity of real people. They’re a powerful way to bring your audience to life and flight-test your marketing — before you risk a media budget.  

Faster Analysis – Automated Data Analysis and Report Production 

AI can automate the analysis of survey data by rapidly processing large volumes of both quantitative and qualitative responses, identifying patterns, correlations, and anomalies that might be missed through manual review. Using natural language processing (NLP), AI can categorize and interpret open-ended responses, detect sentiment, and group similar themes without the need for extensive human coding. Machine learning models can segment respondents based on shared characteristics, uncover hidden relationships between variables, and even predict future behaviors or preferences. This automation not only accelerates the time from data collection to insight but also enables deeper, more consistent analysis, freeing researchers to focus on interpretation, strategic decision-making, and activation of findings. 

Better Activation: Connected Data 

One of the most exciting developments in modern research is the ability to connect insights directly to marketing execution. 

Big Village’s Audience Intelligence platform links over 2,500 research-backed segments with major media platforms. That means the insights we gather can be immediately activated for: 

• Audience targeting 

• Message personalization 

• Campaign optimization 

This integration closes the loop between learning and doing. It also improves ROI by ensuring that what you learn in research directly informs what you do in market. 

Better Data, Better Strategies, Better ROI: The Future of Market Research 

Digital ad budgets are under pressure as brands are being asked to do more with less: reach the right people, deliver the right message, and prove return on investment. CMOs are forced to be more strategic and more creative than ever — but even the most creative campaigns can fall flat if they’re built on shaky audience data. 

Unfortunately, this happens more often than many teams realize. A 2019 study by Forrester noted that 37% of digital ad spend is wasted, thanks to poor targeting and data quality. A more recent report revealed that last year, 42% of audiences were actually annoyed by irrelevant ads, indicating that poorly targeted campaigns actually do more harm than good. With misfired impressions, wasted clicks, and unqualified leads among the results, marketing budgets are squandered as a casualty of low-quality audience data. 

And in a privacy-first, signal-loss era, many platforms optimize for engagement rather than accuracy. This means that even with advanced programmatic tools, it’s easy for a campaign to veer off course, especially if it’s built on assumptions rather than research. 

This is where high-quality insights prove their value. 

Effective market research helps brands start stronger by grounding their marketing in evidence. When research-backed audience segments aren’t just built from behavioral signals, but enriched with attitudinal data, motivations, and real-world context, brands have a powerful foundation to their strategies. At Big Village, we work with brands to understand why customers choose what they do, not just what they click on. 

The future of market research is fast, flexible, and focused on real human experience. As technology continues to evolve, we believe the most impactful insights will come from approaches that balance innovation with empathy. Artificial intelligence will play an enormous role in the future of market research (and marketing overall), but not at the expense of human intelligence and sensitivity. The most effective marketing resonates on a uniquely human level. We see it evolving like this:  

• AI will power speed and scale. 

• Researchers will continue to ask better questions. 

• Businesses will make smarter, more customer-centered decisions. 

 We’re excited to help shape that future, balancing the best of technology with the curiosity, creativity, and brilliance of humanity.  

The digital age has created a new standard for how organizations understand and connect with customers. The tools are available. The data is flowing. The only question is: How will you act on it? 

Ready to evolve your market research approach? Let’s talk.