AI-driven personas to lead market research data by 2025

Market researchers are increasingly likely to rely on AI-generated synthetic personas for data collection, according to a new report by Qualtrics.

The 2025 Market Research Trends Report indicates that within three years, synthetic responses could account for more than half of the data collected in market research, presenting a shift in how companies gather insights from potential customers.

Research indicates that budget constraints, privacy concerns, and a demand for real-time information are pushing researchers to adopt AI-driven automations, digital tools, and predictive analytics. "As budgets come under scrutiny, proving the value of research is essential, and keeping a pulse on the rapidly changing perceptions of consumers is the key to providing strategic recommendations," stated Ali Henriques, Global Head of Research Services at Qualtrics.

According to the report, which surveyed over 3,000 researchers from 14 countries, 71% of respondents anticipate that synthetic responses will soon dominate data collection. These synthetic responses, which emulate real-world information and personas, help address challenges such as limited budgets, privacy issues, and survey fatigue. While some hesitations remain due to unfamiliarity, 87% who utilise synthetic responses report high satisfaction particularly in areas like testing packages, naming, and messaging.

"With the increasing reliance on online samples in market research, researchers face growing data quality issues," said Henriques. "Synthetic respondents offer researchers a way to access diverse demographics, and generating synthetic data is faster and more cost-effective than traditional methods, empowering organisations to make confident decisions and speed up their time-to-market."

Research teams that lead with innovation are seeing increased influence and funding. Teams identified as "on the cutting edge of innovation" reported growth in their influence, budgets, and demand for their services. These teams often cover a wider range of research areas like user experience and brand analysis. According to Henriques, "By embracing new innovative approaches and methodologies, cutting edge research teams are enhancing their relevance and establishing themselves as vital contributors to organisational success, in contrast to those that continue to rely on traditional methods."

AI is becoming a standard tool for modern research teams, helping with various tasks such as data cleansing, summarisation, and reporting. Currently, 89% of researchers are either using AI tools regularly or in experimental phases, with 83% planning significant AI investments in 2025. Despite challenges in integrating AI, such as managing the quality of third-party panels and preventing AI-generated responses, 72% expect AI to outperform human analysts in predicting market trends within three years, and 71% agree it will also equal human ability in explaining research findings.

Digital qualitative tools are gaining traction, allowing researchers to achieve results similar to in-person interviews through AI capabilities like eye tracking and automated participant recruitment. This shift addresses the costs and limitations of sample sizes inherent in traditional methods. About 74% of researchers using AI regularly have noticed increased demand for qualitative research, compared to those still hesitant or experimenting with AI.

While traditional qualitative research offers deep insights into participant emotions, new digital tools allow wider reach and quicker insights. Additionally, these tools help counter the rising challenges of bots and fraud in quantitative research, a factor driving more researchers towards digital qualitative methods.