Why Market Research Fundamentals Still Matter in the Age of AI

by Laura C. Taylor

In today’s fast-evolving insights landscape, it’s easy to see why some professionals might question the value of formal training in market research fundamentals. With AI-powered tools and DIY platforms promising to automate everything from survey creation to data analysis, and with the pace of change in the industry accelerating, some may wonder: Is it even worth learning the basics anymore?

As someone who teaches market research fundamentals to professionals, I’ve heard these concerns firsthand. Let’s examine the two most common reasons people hesitate to invest in training—and why, despite these concerns, foundational skills are more important than ever.

#1: “AI and DIY platforms can do it, so I don’t need to.”

A common belief is that since AI and DIY platforms can handle many research tasks, training of people is unnecessary. But here’s an important truth: AI amplifies human expertise—it doesn’t replace it. But you can’t amplify expertise if you don’t have it.

Today’s tools are more powerful and accessible than ever. You can generate a survey in minutes, run advanced analytics with a few clicks, and even get an AI-generated infographic. But these tools are only as good as the expertise behind them. If you don’t understand research design, sampling, question wording, and analysis principles, AI will simply amplify any mistakes or gaps in your knowledge. In other words, AI can make good research better—but it can also make bad research worse, faster.

Training in research fundamentals ensures that when you use AI and DIY tools, you’re amplifying sound judgment, based on a deep understanding of research principles that result in solid recommendations grounded in quality data. Training empowers professionals to use AI and DIY tools wisely—to know how to provide guidance, where to dig deeper, and when to question the results.

#2: “Everything is changing so fast. Won’t training be outdated?”

Yes, the market research field is evolving rapidly. New methodologies, platforms, and data sources are emerging all the time. But here’s the thing: tools and technologies evolve, but core principles underpinning effective research remain. These include:

Clear problem definition – Knowing what you’re trying to solve is still the first and most important step.
Question wording – Even the most advanced AI survey tools or chatbots require clear, well-structured input to generate meaningful output. If a question is vague, biased, or confusing, the AI will process it anyway—but the results may be misleading, or just wrong.
Sampling principles – Representativeness and bias control still deeply matter, especially as the use of synthetic responses grows.
Data interpretation – Context matters. Knowing how to link findings from the data to business results and strategy is what creates insights that provide a competitive advantage.
Actionable reporting – Communicating insights clearly and persuasively is important. But actually, moving people to make decisions and take action is the difficult part.

These fundamentals are the bedrock of good research. They’re what allow professionals to adapt to new tools, to evaluate emerging methodologies, and to maintain quality in a fast-changing environment. Market researchers should lean into the many advantages AI can provide—from increased efficiency to new ways of learning about customers—while relying on the research fundamentals to ensure rigor, relevance, and applicability for the insights generated.

The Hidden Value: Knowing Where You Can (and Can’t) Make Trade-Offs

I also know, after leading consumer insights teams across a variety of industries, research projects rarely go exactly as planned in the real world. Budgets get cut. Timelines shrink. Stakeholders shift priorities. When you understand the core principles of research, you’re better equipped to make smart trade-offs without compromising the integrity of your project.

You’ll know which shortcuts are acceptable and which will jeopardize your results. You’ll know when to leverage AI tools and when not to. You’ll be able to explain those decisions to stakeholders with confidence. That kind of judgment isn’t something AI can provide—it comes from training and experience.

Final Thoughts

Market research is not just about collecting data—it’s about asking the right questions, making informed decisions, and delivering insights that drive action. That requires more than just tools. It requires judgment, curiosity, and a strong foundation in the fundamentals.

So, yes, AI is changing the game—and, yes, the field is evolving fast. But, that’s exactly why investing in foundational training is more valuable than ever. It’s what enables you to stay grounded, stay relevant, and stay ahead.

To learn more about market research fundamentals, and which Burke Institute course would be best for your training needs, contact Laura.

With 20+ years as a researcher, Laura Taylor brings a fresh perspective in consumer insights and brand strategy to Burke Institute. As the newest team member, she leverages her favorite responsibilities from her time as a client-side insights leader —mentoring, teaching, and collaborating—in her role as Seminar Leader.

Interested in reading more? Check out Laura’s other article:

Leveling Up Skills in the Insights Industry

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