Is Market Research Becoming Just a Statistic?

We asked market researchers about the roles they find themselves in today, particularly in agile projects. The response was clear: there isn't just one role. Market researchers shift their perspectives—from project to project, and often within a single project. Six roles frequently emerge, highlighting the versatility of market research today and inviting self-reflection. What role are you currently playing? And what role does the project need now? Good market research also means consciously examining your own role and changing it when it makes sense.

As a researcher, you ensure the quality of the research. You focus on clear design, appropriate methods, and reliable data. You question assumptions. You verify whether results hold up. Technology supports you in this, for instance, through AI-driven evaluations or pattern recognition. At the same time, you remain critical. You scrutinize data sources. You question algorithms. You understand that speed doesn't replace quality. This way, results remain reliable and relevant.

As an incubator, you maintain oversight. You are familiar with ongoing and completed studies. You identify patterns across projects. You actively use this knowledge. Technological tools aid you in making connections visible more swiftly. Dashboards, data clusters, or AI analyses support your work. The real value lies in the thinking. You assess which patterns are relevant and which are merely statistical anomalies.

As a facilitator, you turn insights into action. You translate research into dialogue. You moderate discussions. You help teams develop concrete solutions from insights. Technology aids in making results accessible. Real-time insights, visualizations, or digital workshops support the process. You ensure that technology enhances understanding, not creates distance.

As a trainer, you impart knowledge. You teach the fundamentals of market research. Most importantly, you enable teams to listen better and think critically on their own. You also explain new tools, such as AI in the research process. You demonstrate how to contextualize results and where caution is needed. This builds confidence in handling data and technology.

As a User Advocate, you consistently represent the perspective of users. You make blind spots visible. You point out biases. This role is especially crucial in automated analyses. You examine whether models realistically depict users. You question distortions in data. And you bring back context when technology obscures it.

As a team member, you will become part of the agile team. You will experience processes from the inside. You will feel where things get stuck and what works. Technological tools will accompany you. You will see how data is used in everyday life and where it helps or hinders. This close connection to practice sharpens your recommendations and makes research effective.