The market research industry is at a turning point. Strategic mergers and AI-powered tools are streamlining workflows, while verified spending data exposes a troubling gap between what consumers say and actually do. Wikipedia's demand for content payment raises questions about data ownership, and Salesforce's Spindle AI acquisition signals that enterprise AI is now essential.

With collaborative AI potentially disrupting traditional methods, the message is clear: professionals who can leverage AI effectively aren't just advantaged—they're necessary. McKinsey's advice? Two-year roadmaps are the new long-term planning.