Is the Growth Slowdown in Research Software a Warning Sign?

A slowdown in the growth of research software, as discussed in Research World, has raised questions about the industry’s trajectory. While this may initially seem like a red flag, it more likely reflects a natural evolution. Many organisations have already adopted AI-driven analytics, DIY platforms, and automation tools, leading to a saturation point in adoption.

Rather than signalling stagnation, this slowdown may indicate a shift toward refining existing tools and integrating them more effectively into workflows. James Krehbiel, an industry expert, notes, “The market isn’t stalling—it’s maturing. Companies now prioritise integration and interoperability over acquiring new tools.”

Platforms like Qualtrics, Momentive, and Ipsos.Digital exemplify this trend by enhancing their offerings to meet specific organisational needs, such as seamless data integration and real-time analytics. Additionally, growing data privacy regulations worldwide are influencing the development of research software, ensuring tools meet stringent compliance requirements.

ESOMAR at 70: A Global Standard-Bearer

As ESOMAR marks 70 years of fostering ethical and innovative practices in research, its role remains crucial in a rapidly evolving industry. Kristin Luck, president of ESOMAR and founder of ScaleHouse, emphasises the importance of organisations like ESOMAR in shaping the industry’s future. “Associations like ESOMAR and others—such as the Insights Association in the U.S.—are more than just standard-bearers. They are think tanks for the future of research, fostering collaboration and ensuring the industry remains adaptive and relevant.”

ESOMAR continues to lead through initiatives such as certifications, industry guidelines, and global networking events. These efforts not only ensure quality and ethical standards but also position the research industry as a vital contributor to strategic decision-making across sectors.

Key Innovations Driving the Industry

The future of research is defined by advancements in technology and methodology. Here are the key innovations reshaping the field:

1. AI and Machine Learning: Artificial intelligence has revolutionised the research process, enabling faster data analysis, predictive modelling, and automation of routine tasks. Platforms like Dynata and Remesh use AI to uncover deeper insights and improve respondent engagement.Ray Poynter, founder of NewMR, notes, “AI will not replace researchers, but it will redefine their roles. By automating repetitive tasks, researchers can focus on strategic insight generation.”
2. Behavioural Science: By combining traditional research with behavioural science, companies are moving beyond self-reported data to understand subconscious consumer motivations. Implicit testing and tools like eye-tracking technology provide a more nuanced view of decision-making.
3. DIY Research Platforms: Tools like Zappi and Attest democratise research, enabling businesses of all sizes to conduct robust studies without needing traditional agencies. These platforms offer agility and cost-effectiveness while maintaining quality.
4. Ethical and Sustainable Research: Growing consumer demand for transparency and inclusivity is pushing the industry toward more ethical practices. ESOMAR’s “28 Questions” framework helps businesses evaluate the integrity of research suppliers and methodologies.
5. Hybrid Research Approaches: Combining qualitative and quantitative methods offers richer insights. Platforms like Discuss.io integrate ethnographic studies with large-scale surveys, providing a holistic view of consumer experiences.

Regional Differences in the Research Industry

The research industry is far from homogeneous, with regional differences significantly influencing methodologies, technological adoption, and regulatory frameworks. Here’s how the landscape varies across the globe:

1. North America: Innovation Powerhouse
   North America leads the industry in adopting advanced technologies like AI, machine learning, and real-time analytics. Platforms like NielsenIQ and Qualtrics are central to the region’s dominance. Privacy laws such as the California Consumer Privacy Act (CCPA) drive innovation while ensuring consumer-centric data practices.
2. Europe: Ethics and Regulation at the Core
   Europe’s research landscape is defined by its stringent regulations, such as GDPR, which have set global standards for ethical data collection and usage. This focus has fostered the growth of platforms like Ipsos and Toluna, which prioritise compliance and transparency. Sustainability and inclusivity also play a significant role, aligning with broader societal values.
3. Asia-Pacific: Rapid Growth and Adaptation
   The Asia-Pacific region, including China, India, and Southeast Asia, is experiencing rapid growth in market research, driven by expanding consumer bases and digital transformation. Mobile-first research strategies dominate in this region, reflecting high smartphone penetration. China leads in leveraging big data and AI, while India requires highly localised research approaches due to its cultural and linguistic diversity.
4. Latin America: Emerging Potential
   Latin America is an emerging market for research, with Brazil and Mexico as key players. Internet penetration and a youthful population drive the adoption of digital tools, though economic disparities present challenges. Companies like Kantar are focusing on tailoring methodologies to address regional nuances effectively.
5. Middle East and Africa: Bridging Gaps
   In the Middle East and Africa, urbanisation and a growing middle class are driving demand for research. However, infrastructure gaps and limited access to technology create barriers. Innovative solutions like SMS-based surveys and mobile platforms are helping bridge these gaps, enabling more inclusive research practices.

Opportunities and Challenges

The research industry faces both opportunities and challenges in its quest for global relevance:

• Opportunities:
  • Continued innovation in AI and automation.
  • Expansion into emerging markets with tailored methodologies.
  • Increasing demand for ethical and sustainable research practices.
• Challenges:
  • Navigating complex global regulations like GDPR and CCPA.
  • Demonstrating ROI in economic downturns.
  • Addressing the talent gap through upskilling and training.

Where Is the Industry Heading?

The future of the research industry is one of reinvention and regional adaptation. By embracing innovation, ethical standards, and cultural sensitivity, research organisations can meet the demands of a rapidly changing world. Platforms like GreenBook and ESOMAR will remain instrumental in guiding the industry, fostering collaboration, and addressing region-specific challenges.

As Kristin Luck aptly states, “Research doesn’t just inform—it transforms. Our challenge and opportunity are to ensure it keeps pace with the world it seeks to understand.”

For further insights and to stay updated on the latest trends, explore resources at Research World and GreenBook.