Observed Signal · Jun 5, 2026 · Report Release · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
94% of Leaders Value Research, Only 27% Use It
HeyMarvin published The State of Modern Research 2026: Closing the Listening Gap, a report based on a survey of 309 research professionals, leaders and research consumers. The study finds a major "listening gap": 94% of respondents say leadership believes research is important, yet only 27% reference research in almost every major decision. Organizations that centralize research in an accessible insights repository reference research in major decisions at a rate 25 percentage points higher than those that don’t. The report also finds widespread AI adoption among research professionals (93%), and that teams with active repositories report much greater AI time savings (51% vs. 16%). Fewer than half of organizations actively use an insights repository (48%), and only 35% operate a primarily always-on research function. The report was published June 5, 2026.
Vendor research report highlights adoption gaps and AI usage in research — useful for MarTech/insights teams but not industry‑shifting platform or regulatory news.
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Key Takeaways & Evidence Grounding
- HeyMarvin released The State of Modern Research 2026: Closing the Listening Gap, based on a survey of 309 research professionals, leaders and research consumers.
- 94% of respondents say leadership believes research is important; only 27% reference it in almost every major decision.
- Organizations that centralize research in an accessible insights repository reference research in major decisions at a rate 25 percentage points higher than those that do not.
- 93% of research professionals report using AI; organizations with active insights repositories report significant AI time savings at 51% versus 16% for those without.
- Fewer than half (48%) actively use an insights repository and 35% run a primarily always-on research function.
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