The Research Effectiveness Review 2026: The Digest
The Research Effectiveness Review 2026: The Digest brings together the ten findings that matter most from one of the largest independent studies of research effectiveness, giving you a concise overview of the evidence shaping the future of insight.
Based on the views of more than 1,000 client-side professionals who commission, conduct and use research across the UK and US, The Digest explores how organisations are thinking about research effectiveness, AI, trust and decision-making.
Ten findings. One industry holding confidence and doubt in the same hand.
What's inside?
The Digest explores ten headline findings, including:
- Why 92% say research is effective, while 85% have experienced research that was wrong, misleading or failed to reflect reality.
- The growing perception gap between senior leaders and research specialists.
- Why AI is simultaneously the industry's greatest opportunity and biggest concern.
- The trust gap between what respondents say and what organisations actually verify.
- How changing technology, agency relationships and research investments are reshaping the future of insight.
Each finding pairs the headline statistic with the context behind it, helping you understand not just what the data says, but why it matters.
Whether you're benchmarking your organisation, preparing for a leadership discussion or keeping pace with where the industry is heading, The Digest provides an evidence-based overview of the trends shaping research today.
To read the full Research Effectiveness Review 2026, click HERE or download The Digest below.
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