In his latest byline for ResearchLive, Cint CEO Patrick Comer argues that the market research sector’s deeply ingrained caution and insistence on certainty—while vital for trust—are turning into liabilities during the rapid rise of AI. Rather than viewing rigour and speed as mutually exclusive, research firms must establish strict guardrails around core data integrity while aggressively experimenting with new workflows, interfaces, and commercial models to avoid being left behind.
Key takeaways:
- Research is shifting from static reports to integrated, real-time intelligence.
- Rigour and speed are not a zero-sum trade-off.
- Verified human data gains premium value in an AI-saturated world.

Check out the full article on Research Live


















































































