{"id":50904,"date":"2025-11-19T07:00:59","date_gmt":"2025-11-19T12:00:59","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=50904"},"modified":"2025-11-18T10:01:38","modified_gmt":"2025-11-18T15:01:38","slug":"inside-the-ai-co-analyst-era-the-harris-poll-on-how-b2b-researchers-lead-with-human-judgment","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/feature\/inside-the-ai-co-analyst-era-the-harris-poll-on-how-b2b-researchers-lead-with-human-judgment\/50904\/","title":{"rendered":"Inside the AI Co-Analyst Era: Leaders at The Harris Poll on How B2B Researchers Lead with Human Judgment"},"content":{"rendered":"

B2B marketers are entering an era where AI acts as a co-analyst\u2014speeding analysis, connecting structured and unstructured data, and automating first-pass reporting\u2014while human judgment remains the arbiter of truth.<\/p>\n

The Harris Poll\u2019<\/a>s \u201cRole of the Researcher in 2026 and Beyond<\/a>\u201d found AI is now entrenched across research workflows, with widespread daily use translating into faster market sensing, quicker message iteration, and more agile decision support for complex B2B buying committees.<\/p>\n

Yet the report makes clear that trust is the growth constraint. Accuracy, bias, privacy, and explainability are top concerns, and leading teams are responding with a human-led, AI-supported model: researchers as \u201cInsight Advocates\u201d who validate outputs, align findings to industry and role nuances, and translate insights into clear narratives for executives. Scalable enablement\u2014 secure platforms, guided workflows, auditability, and training\u2014 proves as important as the AI capabilities themselves.<\/p>\n

Gary Topiol, Managing Director, QuestDIY, The Harris Poll and Erica Parker, Managing Director, The Harris Poll, answered our questions about how B2B organizations are adapting, how this shift enables continuous message testing, sharper portfolio and partner evaluations, faster brand and campaign readouts, and providing rapid feedback loops that inform revenue decisions.<\/p>\n

Demand Gen Report (DGR):<\/strong> Based on your findings, what are the top three \u201chighest ROI\u201d AI research use cases specifically for B2B marketers in the next 12 months?<\/p>\n

Gary Topiol:<\/strong> According to our data, the highest ROI can be found in data analysis, including looking across multiple data sets, analyzing both structured and unstructured data and automating insight reports. Not only does this save time, but it also frees up professionals to focus on more strategic tasks.<\/p>\n

The top three benefits currently are improved accuracy (44%), surfacing otherwise missing insights (43%) and improved speed of insights (43%)\u00a0 Using AI to surface insights in an automated way enables researchers to think more strategically about how these insights can be used to optimize B2B marketing.<\/p>\n

DGR:<\/strong> Any benchmarks for how frequently top teams retest messaging as markets shift?<\/p>\n

Erica Parker:<\/strong>\u00a0Although we didn\u2019t ask about message testing specifically, we do know that AI adoption in market research is almost universal, being leveraged frequently across the research workflow but particularly to help with speed to insights.<\/p>\n

DGR:<\/strong> How often are teams using AI-assisted research to pressure-test messaging by industry\/role?<\/p>\n

Parker:<\/strong>\u00a0According to our survey, nearly all (98%) of market research professionals are using AI and quite frequently at their job. Over 7 in 10 (72%) are using it at least daily if not more often.\u00a0They\u2019ve leveraged it most often for data analysis (structured and unstructured) and findings, specifically analyzing multiple data sources together (58%), analyzing structured data (54%), automating insight reports (50%), analyzing open ended text (49%), summarizing findings (48%).<\/p>\n

DGR:<\/strong> What explanation frameworks helped win over skeptical B2B executives\u2014 audit trails, side-by-side human vs. AI reasoning, confidence scoring?<\/p>\n

Topiol:<\/strong>\u00a0The prevailing view is to keep \u2018humans-in-the-loop’ with 60% of respondents saying that their workflows are human led with either some or significant AI support. By taking on the role of \u2018AI Supervisor\u2019 confidence is more likely to be maintained.<\/p>\n

DGR:<\/strong> For B2B orgs, which skill gaps mattered most (storytelling, prompt engineering, experimental design)? How are top teams structuring \u201cAI co-analyst\u201d roles alongside marketers and researchers?<\/p>\n

Parker:<\/strong> The next generation of market research professionals will need to be far more versed in AI with tool proficiency (35%), an understanding of its\u00a0ethical use\u00a0(35%), and critical thinking to fact check its output (33%). Coupled with prompt writing (32%), programming skills (32%), and continued attention to detail and quality control (33%).<\/p>\n","protected":false},"excerpt":{"rendered":"

B2B marketers are entering an era where AI acts as a co-analyst\u2014speeding analysis, connecting structured and unstructured data, and automating first-pass reporting\u2014while human judgment remains the arbiter of truth. The Harris Poll\u2019s \u201cRole of the Researcher in 2026 and Beyond\u201d found AI is now entrenched across research workflows, with widespread daily use translating into faster […]<\/p>\n","protected":false},"author":90,"featured_media":50907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19359],"tags":[14153,14105,20168,17413],"topic":[19126,19128,19139],"class_list":["post-50904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature","tag-ai","tag-artificial-intelligence","tag-role-of-the-researcher-in-2026-and-beyond","tag-the-harris-poll","topic-b2b-advertising","topic-content-strategy","topic-marketing-operations"],"acf":[],"yoast_head":"\nInside the AI Co-Analyst Era: Leaders at The Harris Poll on How B2B Researchers Lead with Human Judgment - 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