Consumer expectations are evolving rapidly, and brands that rely on outdated research approaches risk falling behind. In 2026, consumer research is no longer limited to collecting feedback at fixed intervals, it is about continuously understanding real behavior, motivations, and decision drivers across multiple touchpoints. Brands that invest in modern research practices are better equipped to innovate, reduce product failures, and build long-term loyalty.
According to Gartner, companies that connect customer satisfaction with business results are more likely to secure increased investment and deliver stronger outcomes. For example, research shows that organizations demonstrating the link between customer satisfaction and growth are 29% more likely to report CX budget increases and less likely to cut spending.
Below are the top 7 consumer research trends every brand should watch in 2026.
1- AI-Powered Consumer Insights
Artificial intelligence is reshaping consumer research by enabling faster, deeper, and more predictive insights. AI tools can analyze large volumes of structured and unstructured data such as surveys, reviews, and social conversations to identify patterns that traditional analysis often misses. Instead of static reports, brands now gain dynamic insights that evolve as new data flows in.
AI-driven research helps brands anticipate shifts in consumer preferences, detect early warning signs of dissatisfaction, and optimize decision-making in near real time.
Predictive behavior modeling
Automated sentiment analysis
Faster insight generation
“Companies using AI-driven analytics improve decision speed by up to 5x.” – McKinsey
2- Voice of Customer (VoC) Programs Expand
Voice of Customer programs are becoming central to brand strategy in 2026. Rather than relying on one-time feedback, brands are building continuous listening systems that capture consumer opinions across the entire journey from awareness to post-purchase experience. These programs help brands identify pain points early, improve retention, and strengthen customer relationships.
To support robust VoC programs, brands continue to rely on proven research methodologies such as CATI and CAWI, which deliver structured and reliable feedback at scale.
With mobile devices dominating digital interactions, consumer research is shifting decisively toward mobile-first approaches. Consumers are more willing to participate in short, intuitive surveys optimized for smartphones, leading to higher response rates and more authentic feedback.
Mobile research also enables contextual insights capturing opinions at the moment of experience rather than after the fact. This provides brands with a more accurate view of real-world behavior.
Short, mobile-optimized surveys
Location-based feedback collection
Higher completion rates
“Mobile surveys record up to 40% higher completion rates compared to desktop surveys.”
4- Social Listening and Community Insights
Consumers openly share opinions, frustrations, and recommendations on social platforms and online communities. Social listening tools allow brands to monitor these conversations, identify emerging trends, and understand sentiment in real time. Beyond monitoring, brands are increasingly engaging consumer communities to co-create products and refine experiences.
Community-based insights often reveal nuances that surveys miss such as emotional drivers, unmet needs, and early signals of churn.
Track real-time consumer conversations
Identify emerging needs and micro-trends
Engage communities for deeper insights
“Brands using social listening early in development report a 30% higher success rate for new launches.” – NielsenIQ
5- Behavior-Based Personalization in Consumer Research
Consumers now expect brands to understand their preferences and adapt accordingly. In 2026, personalization goes far beyond demographic segmentation. Brands are using behavioral, attitudinal, and contextual data to tailor messaging, offers, and product experiences.
“80% of consumers are more likely to purchase from brands offering personalized experiences.” – Salesforce
6- The Rise of Mixed Research Methods
No single research method can provide a complete picture of consumer behavior. Brands are increasingly combining quantitative scale with qualitative depth to gain more accurate and actionable insights. Surveys explain what consumers do, while interviews and discussions uncover why they do it.
Hybrid research approaches reduce blind spots and improve decision confidence.
Combine surveys with in-depth interviews
Add contextual and emotional insights
Improve prediction accuracy
“Brands using hybrid research report 25% higher accuracy in understanding consumer behavior.” – Kantar
7- Turning Consumer Signals into Strategic Advantage
As consumer behavior becomes more complex, successful brands in 2026 will rely less on assumptions and more on continuous, evidence-based insights. Whether it is understanding repeat purchase behavior, measuring value perception, tracking evolving expectations, or decoding the influence of social and contextual factors, the ability to capture reliable consumer data across touchpoints is what separates informed decisions from guesswork.
MLRS Global supports brands by combining structured methodologies such as CATI and CAWI with qualitative and behavioral research approaches to uncover not just what consumers say, but how they actually decide and act. This integrated research foundation enables brands to anticipate shifts, refine strategies, and build relevance in markets where consumer attention and loyalty are increasingly difficult to earn.
One such approach combines the clarity of human interaction with the efficiency of technology, offering reliable insights across industries and countries. This method ensures accurate, consistent, and high-quality data collection that businesses and organizations can trust.
What Does CATI Mean?
CATI, or Computer-Assisted Telephone Interviewing, is a structured survey technique where trained interviewers call respondents and record their answers directly into a computer system. The software guides interviewers through each question, ensures consistency, and captures responses in real time. Simply put, it’s a telephone interview enhanced with technology to make the process smooth, accurate, and efficient.
How the Process Works
A typical study using this method follows these steps:
The questionnaire is designed and programmed into the system
Respondent samples are uploaded
Interviewers make calls and conduct surveys
Responses are recorded directly into the software
Quality checks are performed
Data is analyzed for insights
The system controls question flow, applies skip logic, and minimizes interviewer errors, resulting in cleaner and more reliable data.
Why This Method Still Matters
Despite the growth of online surveys, CATI remains widely used due to its balance of human interaction and technology. Key reasons include:
Higher completion rates: Particularly in B2B and senior decision-maker surveys, often outperforming digital surveys by 10–25%
Comfort with complex topics: Respondents often prefer talking to a trained interviewer for sensitive subjects
Better data quality: Interviewers can clarify questions, probe deeper, and ensure understanding
Broader demographic reach: In regions with limited internet access, phone surveys allow inclusion of diverse populations
Built-in quality control: Supervisors can monitor calls, improving performance and maintaining accuracy
Applications Across Industries
This approach is widely used in areas such as:
Market and consumer research
Business and industry opinion studies
Healthcare and patient feedback
Government, social, and policy research
Customer satisfaction programs (CSAT, NPS)
Election and public sentiment studies
It is particularly effective for professional, niche, or voice-preferred audiences.
Comparison with Other Methods
Positioned between online and face-to-face surveys, CATI offers the advantages of guided conversation, accuracy, and scalability without the high costs of on-field studies.
Global Relevance Today
The method continues to be essential globally. Many organizations now combine it with online tools and panels to generate comprehensive insights. Innovations like cloud-based systems, remote interviewer setups, multilingual software, and integrated dialers keep it modern and efficient.
At MLRS Global, CATI is a key data collection approach in our research ecosystem. It enables us to provide clients with dependable, human-centered insights across different markets and respondent groups, while maintaining the highest standards of quality and authenticity.
