The “Cheap” Research Problem Isn’t Going Away

Here’s what that means

Over the last few years, the insights industry has experienced a number of shifts. Providers that pretend otherwise, holding on to business as usual, are losing credibility with the insights buyers who know it best. Surveys are cheaper than ever. Panels are commoditized. AI is compressing timelines that used to require weeks of analyst (or moderator) time into hours. The basic infrastructure of research is now accessible at a fraction of what it cost even a few years ago.

Far from being doom & gloom, this is genuinely good news for organizations that need fast, directional answers to well-defined questions. It’s difficult news for organizations whose value proposition is built primarily around access to that infrastructure.

And the honest version of this conversation starts by acknowledging both things at once.