New wave of the global study shows growing training gaps, increased use of AI, and notable subgroup differences in satisfaction and career outlook
- 59% are satisfied with their jobs, down from 65% in 2024
- Learning opportunities increase job satisfaction by 46 points
- 62% say their team is using AI, up 23 points from 2024
- 71% believe AI will improve their job
- 55% likely to recommend market research as a career
May 29, 2025 – West Dover, VT – The Market Research Institute International (MRII) has released its third annual wave of global research tracking the evolving state of the insights profession. The report, For the Love of Learning: Career Development in a Changing Market Research Industry, explores career paths, job satisfaction, AI adoption, skill gaps, and training motivations among today’s research and insights professionals.
“Job satisfaction, while still high, is slipping and it’s clear that learning and development remain the strongest levers we have to reverse that trend,” said Ed Keller, executive director of MRII. “Opportunities to grow, innovate, and participate in decision-making are definitely linked to higher satisfaction, and these are within our control as leaders. At the same time, the accelerating adoption of AI adds urgency to upskilling across technical, digital, and soft skill areas.”
The study, conducted with research partner QuestionPro, surveyed 426 insights professionals worldwide and complements earlier waves conducted in 2023 and 2024. In-depth subgroup analysis reveals stark differences in how various professional segments experience the workplace.
Key findings include:
- Satisfaction slipping: 59% of researchers report being completely or very satisfied in their roles, down 6 points from 2024. Satisfaction is highest among those with more than 20 years in the industry and among managers, but all subgroups saw declines.
- Learning is the top driver: There is a 46-point gap in satisfaction between those who feel they have opportunities to learn and grow versus those who don’t, making it the most significant differentiator, followed closely by advancement potential and participation in company decisions.
- AI usage accelerating: 62% say they or their teams are using AI tools in their work, a 23-point increase year-over-year. Applications range from literature review and questionnaire development to data analysis and fraud detection. AI usage among corporate researchers, which trailed research agency use a year ago by a wide margin, has now caught up.
- Mixed views on AI’s future: While 71% of respondents believe AI will improve their job, concerns about bias, privacy, and job displacement are also rising. Half of respondents say they are at least a little concerned about AI replacing their role, up 6 points from 2024.
- Upskilling imperative: The biggest perceived training needs are in AI/machine learning (55%) and generative AI tools like ChatGPT (49%). Younger professionals report more interest in soft skills like leadership and time management, while seasoned researchers show more focus on AI literacy.
- Talent development challenges: Only 35% report satisfaction with their opportunities for advancement. Half say they train to increase value for their current employer, and nearly as many train to boost future job prospects—up 7 points from last year.
- Career advocacy remains at majority level, but is slipping: 55% of researchers are likely to recommend the profession to others, down slightly (-4 pts) from 2024. The highest endorsement levels come from corporate researchers and those with over 20 years of experience.
The report offers a detailed snapshot of an industry navigating rapid change, with significant implications for employers, educators, and researchers alike.
Find the full report here.
About MRII
The Market Research Institute International (MRII) is a nonprofit institute devoted to fulfilling the continuing educational and training needs of marketing research professionals worldwide. The organization believes that training and development is key to realizing the full potential and value of market research and insights, and to driving innovation within the sector. MRII offers a wide number of resources, including expert webinars and content, global and regional awards programs, and original research on critical insights industry topics. Its market-leading educational courses, presented along with the University of Georgia, are authored by leading research and insights practitioners, continually updated, and endorsed by major national and international professional and industry organizations. To learn more, visit www.mrii.org.
Media Contact: Ed Keller, Executive Director, MRII – ed@mrii.org | +1-914-330-5843