41 Herbert Höckel - Moweb Research / Esomar

In this episode, Ewout Witte speaks with Herbert Höckel (MoWeb Research) about the impact of AI on the market research industry—and why this development is fundamentally different from previous innovations. Where earlier changes mainly focused on tools and methodologies, AI is now affecting the entire research value chain. From concept development to analysis and consultancy: no stage remains untouched. At the same time, this development raises a number of challenging questions. As AI increasingly takes over tasks—from coding and analysis to generating insights—what does this mean for the role of the researcher? And perhaps even more importantly: how will new generations still learn the profession if the very tasks that used to provide learning opportunities are disappearing?According to Herbert, the value within the field is shifting more and more towards data quality, human interpretation, and genuine interaction with respondents. This leads to clear choices in the market: specialization becomes more important, and organizations are repositioning themselves within the value chain. The core message is clear: AI is not a passing hype, but a structural development that is reshaping the industry. Not by replacing humans, but by transforming their role. A conversation about opportunities and risks, hype and reality—and about what it means to be a good researcher in this new reality.Links to people / institutions Herbert follows and recommends:Website: there is an AI for that: https://theresanaiforthat.com/Esomar publications: https://esomar.org/LinkedIn Ruben Hasid: https://www.linkedin.com/in/ruben-hassid/LinkedIn: Kevin Cartey: https://www.linkedin.com/in/kkarty/