Research teams are at a turning point. Some are broadening their scope, influencing decisions earlier, and securing greater investment. Others are being pulled into faster cycles with less clarity and more pressure.

Qualtrics’ 2026 Market Research trends report outlines four shifts redefining what high-performing research teams look like today. From AI agents that broaden access to insight while repositioning experts as strategists, to the move away from scattered AI tools toward integrated research platforms, the findings highlight a widening divide between teams building modern research systems and those operating within legacy structures.

This session is designed to help you determine where your team sits on that spectrum. You’ll examine what’s driving the gap, what leaders are doing differently, and what it takes to secure a stronger role in innovation and strategy as expectations continue to rise.

What You’ll Learn:

• The four structural shifts separating high-performing research teams from the rest.
• The implications of AI agents and integrated platforms for capacity and expertise.
• What it takes to strengthen research’s influence as AI changes who generates insight.