{"id":43552,"date":"2026-06-23T08:31:46","date_gmt":"2026-06-23T12:31:46","guid":{"rendered":"https:\/\/www.forsta.com\/?p=43552"},"modified":"2026-06-23T08:34:51","modified_gmt":"2026-06-23T12:34:51","slug":"research-operational-excellence","status":"publish","type":"post","link":"https:\/\/www.forsta.com\/resources\/blog\/research-operational-excellence\/","title":{"rendered":"Market research operational excellence in the agentic era"},"content":{"rendered":"\n

What does market research operational excellence, in the age of agentic AI mean? We can start to answer that by asking another question. What would you do with an extra 12 hours each week? It\u2019s not a trick question. Recent estimates suggest<\/a> that roughly 30% of all work activities could be automated by 2030, potentially adding around 12 hours of capacity per employee per week. <\/p>\n\n\n\n

And this is a general estimate; for market research, the numbers look even more extraordinary.  <\/p>\n\n\n\n

In this article, I want to share my personal take on operational excellence in the era of agentic AI, especially as it relates to market research teams. At Forsta, we\u2019ve been blending powerful technology with human expertise, and I\u2019ve seen firsthand how a confident, candid approach can help research organizations work smarter without losing their human touch. Let\u2019s talk about what that looks like in practice \u2013 how AI can augment our processes; how it can streamline workflows by up to 50%; and why the future of insights will still depend on human judgment, storytelling, and empathy. <\/p>\n\n\n\n

AI as an augmentation<\/strong><\/h2>\n\n\n\n

One thing I\u2019m adamant about is helping clients improve without overhauling everything they do. We just don\u2019t need to. The goal isn\u2019t to rip up or replace well-honed methods, but to augment them where it makes sense. Think of AI as an accelerator and assistant, not an existential threat. In fact, industry experts agree: McKinsey\u2019s research on operational excellence<\/a> finds that the highest-performing organizations use technology to \u201caugment human capabilities, rather than simply replacing humans with machines\u201d. <\/p>\n\n\n\n

AI can take on the repetitive, time-consuming tasks; it can clean your data overnight. This doesn\u2019t make human researchers obsolete. I love how a recent World Economic Forum piece<\/a> put it: AI doesn\u2019t remove humans; it removes friction. It cuts out the drudgery that prevents humans from doing their best work. <\/p>\n\n\n\n

Crucially, this means you don\u2019t need to discard your existing processes overnight. We can plug in AI to streamline operations. Your core expertise, methodological rigor, and knowledge remain intact. For example, if your team has a solid survey design process, an AI assistant can take a questionnaire draft and script it into a survey platform in seconds, preserving your question flow but sparing you the laborious coding. In my experience, this augmentative approach lowers the fear factor significantly.  <\/p>\n\n\n\n

And incremental change is often the smartest path. Organizations, especially large ones, evolve incrementally even as technology leaps exponentially. Instead, we pilot, test, and iterate, giving our teams time to relearn and build trust in AI outputs. This risk-minimizing transformation makes adoption more sustainable. People get to see AI as a helpful colleague rather than a disruptor. <\/p>\n\n\n\n

Transforming with AI<\/strong><\/h2>\n\n\n\n

First, sticking with wider operational excellence practices, it helps to ground the transformation\u00a0in\u00a0some data and reality. We know\u00a0the long-term potential of AI is huge.\u00a0McKinsey pegs the opportunity at up to\u00a0$4.4 trillion\u00a0in added\u00a0value\u00a0for companies globally.\u00a0For research, meeting that\u00a0sweet spot is a\u00a0measured\u00a0approach: set ambitious goals for efficiency and quality, but break the journey into safe, pilot-sized steps. For instance, start by automating one piece of the workflow (maybe try\u00a0Word Importer on a small project,\u00a0Research Agent<\/a>\u00a0to refine slides for a low-pressure\u00a0presentation) and measure the impact. In parallel, invest in governance and upskilling.\u00a0Deloitte\u2019s research<\/a>\u00a0emphasizes that many companies hit barriers because they lack clear governance models for AI and\u00a0haven\u2019t\u00a0adjusted operating processes to support it. So,\u00a0establishing\u00a0guidelines (for quality checks, for data privacy, for when human review is\u00a0required)\u00a0reduces\u00a0the risk<\/strong>\u00a0of using AI. It sets guardrails so people trust the new tools.\u00a0<\/p>\n\n\n\n

Also\u00a0key\u00a0is\u00a0simplifying the message and focusing on the bigger picture.\u00a0I\u2019ve\u00a0found that when introducing AI changes,\u00a0they\u2019re\u00a0most enthusiastically received when we\u00a0frame it in terms of\u00a0story and purpose<\/em>: What is the\u00a0story\u00a0we\u2019re\u00a0trying to tell with these improvements? Usually\u00a0it\u2019s\u00a0something like,\u00a0\u201cImagine if we could deliver client results in half the time, with higher confidence \u2013 what would that do for our business?\u201d<\/em>\u00a0 When people see the big-picture narrative \u2013 faster insights, happier clients, more room to innovate \u2013 the tools become just a means to that end.\u00a0As research leaders, we must be storytellers to drive change and meet ever-evolving operational excellence needs.\u00a0Simplify the message: AI is here to take the boring stuff off our plate so we can shine in the interesting stuff. Period. That clarity helps everyone see\u00a0why<\/em>\u00a0we\u2019re\u00a0doing this, not just\u00a0how<\/em>, and it creates a shared vision that makes adoption a mission, not a mandate.\u00a0<\/p>\n\n\n\n

From data to story: Keeping the human touch<\/strong><\/h2>\n\n\n\n

Let\u2019s talk about what truly excites me: the storytelling and insight that humans \u2013 and only humans \u2013 can deliver. We often say internally that freeing up time with automation is only half the equation. The other half is, what do you do with that time saved?<\/em> This is where operational excellence transcends efficiency and becomes about elevation of work. <\/p>\n\n\n\n

When AI slices out 50% of your production timeline, it forces a new question: if the late nights of data prep are gone, how will you redeploy that energy? I put this challenge to my teams and our clients\u2019 teams alike. The answer we keep coming back to is: focus on the story, focus on the why<\/em>. In a world where AI can churn out decent-looking charts or basic analysis in seconds, the differentiator becomes the human narrative and interpretation. We need to spend our reclaimed hours connecting the dots, finding the \u201cso what\u201d in the data, and crafting the story that will resonate in the boardroom or with the end client. <\/p>\n\n\n\n

Read more: Transform data visualization: Speak the language of leadership<\/a><\/p>\n\n\n\n

In fact, at Forsta we explicitly designed our Research HX platform to help researchers focus on strategic storytelling and delivering deeper insights, rather than getting stuck in operational weeds. As I noted during our launch, the goal is to remove the roadblocks of outdated systems so teams can \u201cfocus on strategic storytelling, deliver deeper insights, and create tangible value\u201d. That means using the time and mental bandwidth AI gives us to elevate<\/em> the research deliverable \u2013 turning findings into a narrative that decision-makers can act on. It\u2019s the difference between handing over a data dump versus telling an insights-driven story that inspires action. The latter requires empathy, context, and creative thinking \u2013 qualities uniquely human. <\/p>\n\n\n\n

There\u2019s also a bigger-picture benefit here: differentiation. If every firm has access to the same AI analysis tools, reports could start to look eerily similar. (Large language models, after all, tend to produce the same \u201cplausible prose\u201d based on common training data.) This is the challenge of automation: you get efficiency, but you risk losing originality. The part where you infuse the findings with meaning, prioritize what matters for that particular client, and add the creative \u201cspark\u201d is where human researchers make the difference. It\u2019s our job to ensure that efficiency doesn\u2019t come at the cost of a bland, one-size-fits-all output. So operational excellence must include excellence in storytelling<\/em><\/a>. We\u2019ve got to see the forest for the trees and help our stakeholders see it too. <\/p>\n\n\n\n

Beyond automation: Elevating your team (and yourself)<\/strong><\/h2>\n\n\n\n

Now,\u00a0let\u2019s\u00a0circle back to that tantalizing notion of extra time and what we do with it. If operational excellence in the AI era gives you\u00a0breathing\u00a0room, use it\u00a0to invest in your people and your own growth.<\/p>\n\n\n\n

Read more: The future of insights leadership<\/a><\/p>\n\n\n\n

For teams, this means reskilling, coaching, and thought leadership. The tasks that AI automates are often the entry-level, mechanical tasks that junior researchers used to cut their teeth on. So how do new researchers learn and grow when AI handles, say, the first pass of data cleaning or chart-making? The answer is we train them differently. We elevate their starting point. Instead of spending weeks on drudgery, entry-level team members can spend more time interpreting data, learning to ask the right business questions, or honing their storytelling skills. We need to coach teams to elevate their game \u2013 teaching things like how to critically evaluate an AI-generated insight, how to cross-examine multiple data sources, how to inject human empathy into an analysis. These are higher-order skills, and developing them early is a huge win for the next generation of researchers. <\/p>\n\n\n\n

From a leadership perspective, I also ask: what new questions should we be asking now that AI is picking up the slack?<\/em> One big question is how to ensure human judgment and empathy stay front and center. Our clients entrust us with understanding human behaviors and emotions \u2013 that doesn\u2019t change in the AI era. In fact, it becomes even more important. The Forsta ebook \u201cHuman Experience in the AI Era<\/a>\u201d makes a compelling point: as AI gets more powerful, the premium on uniquely human traits like empathy, imagination, and ethics only increases.  <\/p>\n\n\n\n

At the end of the day, operational excellence isn\u2019t just about efficiency metrics \u2013 it\u2019s about building a smarter, more resilient, more human-centric operation. That includes technology and people in harmony. Yes, we streamline processes and cut out waste (who doesn\u2019t love a 50% time savings?), but we also invest that dividend back into our teams\u2019 growth and our clients\u2019 success. <\/p>\n\n\n\n

Embracing augmented excellence<\/strong><\/h2>\n\n\n\n

If there\u2019s one takeaway I want to leave you with, it\u2019s this: the future of AI in research is bright and it\u2019s fundamentally human. We have an unprecedented opportunity to redesign how our teams work. By letting AI handle the rote and routine, we unlock time and creative headspace for the work that truly differentiates us. That\u2019s the work that fuels innovation, strengthens client relationships, and drives growth. <\/p>\n\n\n\n

At Forsta, we\u2019re excited (and frankly, honored) to be on this journey with our clients as a forward-thinking partner. We\u2019re blending powerful technology with human expertise because we believe that\u2019s the winning formula. The early results are validating, but what\u2019s truly gratifying is seeing researchers light up at what they can do now. When a team realizes they can deliver a project in days instead of weeks or finds themselves brainstorming insights instead of battling Excel at midnight, it\u2019s like a whole new world opens up. <\/p>\n\n\n\n

If you\u00a0haven\u2019t\u00a0started,\u00a0start small but start now<\/em>. Pilot an AI tool on one of your processes. Encourage your team to experiment. And remind everyone (including yourself) that the goal\u00a0isn\u2019t\u00a0to work faster for faster’s sake.\u00a0<\/em>\u00a0It\u2019s\u00a0to\u00a0work smarter and create space for what truly matters.\u00a0<\/p>\n\n\n\n

Discover more about what it means to use AI and agentic to enhance your workflow by exploring our solutions<\/a>.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

What does market research operational excellence, in the age of agentic AI mean? We can start to answer that by asking another question. What would you do with an extra 12 hours each week? It\u2019s not a trick question. Recent estimates suggest that roughly 30% of all work activities could be automated by 2030, potentially adding around 12 hours of capacity per employee per week.  And […]<\/p>\n","protected":false},"author":67,"featured_media":43553,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","disable_featured_image":false,"temp_reference":0,"temp_parent":0,"pathfactory_url":"","webinar_link":"","webinar_link_text":"","start_date":"","start_time":"","end_date":"","end_time":"","pressganey_person_subtitle":"","pressganey_person_linkedin":"","pressganey_person_articles":"","pressganey_person_available":false,"url":"","menu_icon":"","is_mobile":false,"breadcrumb_base":"","author":27389,"co_author":0},"categories":[502],"tags":[738,771,506,507,510,697],"class_list":["post-43552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-qualitative-research","tag-agentic","tag-agents","tag-ai","tag-artificial-intelligence","tag-market-research","tag-operational-excellence"],"_links":{"self":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/posts\/43552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/comments?post=43552"}],"version-history":[{"count":5,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/posts\/43552\/revisions"}],"predecessor-version":[{"id":43584,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/posts\/43552\/revisions\/43584"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/media\/43553"}],"wp:attachment":[{"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/media?parent=43552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/categories?post=43552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.forsta.com\/wp-json\/wp\/v2\/tags?post=43552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}