Source: Forrester’s ConsumerVoices Market Research Online Community Survey, February 2026. Figure 4 Supplemental Material Research Methodologies Forrester’s ConsumerVoices Market Research Online Community (MROC) is a qualitative research study among US, UK, and Canadian online adults. Community members log into the community to respond to research posted weekly that covers a variety of topics and lasts about two weeks per engagement.

Source: Forrester’s ConsumerVoices Market Research Online Community Survey, October 2025.

Source: Forrester’s ConsumerVoices Market Research Online Community (MROC) Survey, June 2025. Figure 9 Supplemental Material Research Methodologies Forrester’s ConsumerVoices Market Research Online Community (MROC) is a qualitative research study among US, UK, and Canadian online adults. Community members log into the community to respond to research posted weekly that covers a variety of topics and lasts about two weeks per engagement.

Source: Forrester’s ConsumerVoices Market Research Online Community Survey, March 2026. Figure 8 Supplemental Material Survey Methodologies Forrester’s ConsumerVoices Market Research Online Community (MROC) is a qualitative research study among US, UK, and Canadian online adults. Community members log into the community to respond to research posted weekly that covers a variety of topics and that lasts about two weeks per engagement.

Source: Forrester’s ConsumerVoices Market Research Online Community (MROC) Survey, November 2025. Note: Only the data for ‘happy’ and ‘confident’ is statistically significant. Figure 8 Supplemental Material Research Methodologies Forrester’s ConsumerVoices Market Research Online Community (MROC) is a qualitative research study among US, UK, and Canadian online adults.

Source: Forrester’s ConsumerVoices Market Research Online Community Survey, August 2025.

Members of Forrester’s ConsumerVoices Market Research Online Community (MROC) express their high regard for email as a medium but demand better promotional emails.

Market research surges. Thirty percent of respondents expect investment increases in market research. This may be due to a desire to hyper-target and prioritize audience segments to improve win rates, especially in volatile times. Brand investments take a hit. The percentage of marketers expecting to increase brand strategy, development, and management investments is down 11 percentage points year-over-year and those expecting a decrease are up seven percentage points.

Vendors such as industry analysts or market research companies can provide independent validation and confer third-party endorsements for marketing decisions. In some cases, having an independent expert work on a project is a prerequisite, for example, with some aspects of financial analysis or consulting.

Figure 11 Supplemental Material Research Methodologies Forrester’s ConsumerVoices Market Research Online Community (MROC) is a qualitative research study among US, UK, and Canadian online adults. Community members log into the community to respond to research posted weekly that covers a variety of topics and that lasts about two weeks per engagement. We collected the data in this report in April 2026 from 806 respondents.