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The Modern Research Workflow 2027
How AI will transform the way we research
Three signals shaping research
85%
94%
of respondents ranked "improved measuring research impact and ROI" as their #1 priority for the next 12 months.
48%
27%
of respondents plan to adopt real-time
AI analysis during live interviews in the next 1–2 years.
30%
73%
of respondents regularly use
AI-moderated interviews, more than traditional depth interviews (25%).
Inside the report
Curiosity is everywhere. As more teams look to customer truths and AI transforms how research gets done, researchers have a bigger role to play — turning that curiosity into trusted, shared understanding. Here's how to make the shift real.
Download the guide to explore the modern research workflow for 2027.
You’ll discover:
🔭 Signals defining what’s next for research
🌊 Emerging research methods moving into the mainstream
🔀 The shifts reshaping the 7 stages of modern research
🧱 Steps to prepare your team for modern research today
The workflow will keep evolving, but human judgment matters more than ever. Learn how to combine AI, connected customer knowledge, and research expertise to build a workflow for everyone curious about their customers.
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