Interview reproduced with the permission of Market Research News. © Market Research News – 2025.

In 2024, Strategic Research collaborated with a group of MSc Marketing students from HEC Paris on a mission to envision the future of the market research industry. This work was enriched by documentary research and around fifteen interviews with leading professionals from various fields, including market research, consulting, and artificial intelligence (AI).
In this interview, Michael Bendavid, Managing director of Strategic Research, discusses the three possible updated scenarios. Julien Muresianu, an AI expert, provides insights into the transformations ahead.

MRNews: Predicting the future is often a risky exercise. Why did you find this one particularly necessary?

Michael Bendavid: Yes, that’s true. I often quote Pierre Dac: “Making predictions is difficult, especially when it comes to the future.” However, the rapid rise of AI is transforming our industry, forcing stakeholders to anticipate the nature of upcoming changes—so they are not simply subjected to them but can actively implement response strategies. A sign that this topic is central to the debate: all the professionals we approached agreed to share their vision. I take this opportunity to particularly thank two key figures in the industry, Didier Truchot and Eric Salama, among others, for engaging in this exercise with great generosity and openness.

Julien Muresianu, can you introduce yourself briefly and provide initial insights into AI’s impact?

Julien Muresianu: Of course. I have been working in the artificial intelligence sector for over 12 years. I graduated from École Polytechnique and ENSAE. My career started as a data analysis engineer in economics, notably at the French Development Agency (AFD). I then transitioned into banking and finance consulting before moving into entrepreneurship. I founded a company specializing in AI and data analytics, with a strong focus on R&D and product development. Additionally, I teach at HEC and Sciences Po and have contributed to the creation of training programs in data strategy and big data.
AI has evolved radically with the emergence of generative AI. This technology can generate content that aligns with human-produced content, raising questions about task delegation to machines. Fields such as content creation, customer service, and education have already been significantly impacted. Generative AI can now answer complex questions and provide medical diagnostics with impressive accuracy. However, challenges remain, particularly in training users and defining responsibilities between humans and machines.

Julien Muresianu
© Julien Muresianu

Artificial intelligence is often cited as a major catalyst for change. How will it impact market research?

Michael Bendavid: AI represents a turning point for market research. While uncertainties remain regarding the exact nature of its impact, there is no doubt about the scale of the transformation—our profession’s future is inconceivable without AI. At the very least, AI serves as a facilitator for numerous production tasks: exploring new topics, helping to design questionnaires, preparing interviews, collecting and synthesizing data, etc.
Beyond efficiency and productivity gains, AI is redefining roles by freeing professionals from repetitive tasks, allowing them to focus on higher-value missions—such as designing the best methodological approach, interpreting data, storytelling, or solving complex problems.
Our research has identified three scenarios which, importantly, are not necessarily mutually exclusive. However, they all center on AI as the primary force of transformation, which can combine with other major trends to push the market in different directions.

© Strategic Research

Let’s start with the first scenario for the future of market research. How would you summarize it?

Michael Bendavid: The first scenario, titled “Hybrid Intelligence and Ethical Data Use,” envisions a close collaboration between AI and human intelligence. This is the baseline scenario, one that is already emerging but is expected to expand. AI increasingly assists with technical and production tasks, while humans retain roles in guidance, supervision, and judgment.
However, significant ethical concerns arise, particularly regarding data collection and management, algorithm transparency, and bias mitigation. The production of synthetic data by AI raises serious questions: Is AI-generated data comparable in quality to data collected from real consumers? Are clients willing to pay the same price? Will it be necessary—or even possible—to distinguish between these two data sources in the future?
Despite these challenges, this scenario offers notable opportunities: increased productivity and a powerful tool for data collection, processing, and insights extraction.

Michaël Bendavid, Managing director of Strategic Research
© Strategic Research

Julien Muresianu, what is your perspective on this hybridization?

Julien Muresianu: The hybridization of AI and human intelligence raises important questions, particularly regarding task allocation. Complete end-to-end automation is rare, making it crucial to define what is delegated to machines and what remains under human control.
For instance, in the luxury sector, some brands consciously choose to keep product creation under human oversight. Generative AI also presents ethical and legal challenges, especially in determining responsibility in case of errors.
One of the most underestimated challenges is training professionals to use these technologies effectively and ethically. Clear frameworks must be established for AI usage, considering legal and ethical aspects while continuously innovating and adapting to rapid technological advancements.

What is the second scenario, and what is AI’s dominant impact in this context?

Michael Bendavid: We call this scenario “Consolidation and Fragmentation.” It examines how AI could drive both the consolidation of major data players and the proliferation of specialized niche firms.
On one hand, large service companies dominate through advanced AI platforms, offering standardized, scalable solutions for mass-market needs—automated surveys, product testing, copy-testing, satisfaction studies, and tracking studies. These players could include data aggregators, panel providers, marketplaces, and software giants like SAP or Salesforce.
On the other hand, specialized agencies emerge with tailored approaches, combining technology and human expertise to address complex challenges.

This scenario intensifies the tension between standardization and customization: quick, cost-effective solutions versus highly refined, strategic insights. These two approaches are not mutually exclusive—clients may utilize both, depending on the context. Collaborations between large platforms and specialized agencies may also arise, combining mass-scale efficiency with bespoke expertise.

Julien Muresianu, do you find this scenario plausible?

Julien Muresianu: It seems like a credible possibility. The key question is which global players will take the lead. Companies like OpenAI will likely focus on their core products—algorithms, interfaces, and APIs—rather than developing applications themselves, fostering ecosystem growth instead.

What defines the third and final scenario?

Michael Bendavid: The third scenario, “Internalization and the Proliferation of Experts,” envisions businesses reclaiming control over data and insights as a critical competitive advantage.
Historically, corporations like Unilever had extensive internal research departments in the 1960s-70s before outsourcing them to focus on core activities. Today, AI enables firms to reintegrate some of these capabilities, making data management and analysis more accessible while strengthening strategic autonomy.
This trend does not eliminate external specialists—companies will still rely on consultants for specific projects or complex needs. However, the client-provider relationship will evolve, with businesses seeking to maintain control over their data.
This shift requires significant investment in infrastructure, skills, and data security. While not all organizations are prepared for this transition, large corporations may pave the way for broader industry changes.

What role will humans play in an AI-driven future?

Michael Bendavid: While AI will play an increasing role in research and consulting, we firmly believe humans will remain at the core of this future. Personal interactions, cultural understanding, and nuanced judgment will continue to be vital, even as AI enhances productivity.
Ultimately, the future of market research will be shaped by how well industry players integrate AI while leveraging human expertise. The hybrid intelligence model—blending technology with human skills—appears inevitable and promises significant advancements.
Stay tuned, as Strategic Research will launch a hybrid product in late 2025, addressing a recurring client need—with Julien’s expertise contributing to the project.

Julien Muresianu: I agree with you on these aspects. Regarding interaction and empathy, there is one point I wanted to clarify. When it comes to empathy in the sense of the ability to decode emotions from subtle signals, it turns out that AI is already very strong in this area—identifying, for example, vocal intonations and facial expressions. Signal detection is not the issue; the real challenge for AI lies in understanding what to do with that information.

Another key difference between human interaction and interaction with a large language model (LLM) is the level of engagement and investment we put into these exchanges. I often use the example of a fitness coach: if a human coach orders me to do ten push-ups, I will do them. But if an AI tells me to do the same, I wouldn’t feel ashamed to walk away without doing them!
Applied to our field, we sometimes push ourselves further on a subject because we feel engaged, invested, or even pressured to do so. Can AI also push us to our limits, or is it merely an intelligent assistant that makes our lives easier? Time will tell.