Market research did not expect a rebel to walk through its doors.
It definitely did not expect someone like Eva.
Eva was not born in a boardroom or engineered to follow the rules.
She arrived like a PUNK at an MRX conference! The AI speaker nobody had heard of. The one introduced with: “Trust us, this one is… different”. Different was an understatement.
Eva walked on stage like she’d taken a wrong turn on the way to a punk concert. Red mohawk. Black leather spiked jacket and an intern! Absolutely zero respect for “the way things have always been done”. A rebel by heart and brutally honest!
She mocked our 60-question surveys, dusty trackers, and slide-deck marathons… and smirked.
“Seriously? This is what you have been calling research?”
People were offended…
Eva did not care.
She was not here to be liked. She was here to expose the nonsense we had normalized. And somehow, in that moment, everyone realized something they did not want to say aloud:
Maybe…. MR did need rescuing.
Not from AI.
Not from budgets.
But from its own habits. It needed a PUNK to redefine how research really needs to be done today!
And Eva? She didn’t come as a tool.
She came as a rival, a partner, a boundary-pusher, the kind that forces you to be better just by existing next to you. Let’s get one thing straight: AI is not here to replace researchers. It’s here to replace research & processes that should’ve died years ago…
The intern phase (AKA the shock phase)
At first, everyone treats AI like an over-enthusiastic intern.
“Can you automate this?”
“No.”
“Can we make this faster?”
“No.”
“Can we rethink this tracker or methodology?”
“No, that’s how it has always been.”
AI just nods politely… and automates it anyway. Not to let you down, but because it truly does not understand why humans should suffer through tasks that have nothing to do with real insight.
Then something shifts…
Researchers start realizing that AI isn’t here to steal work. It’s here to HELP YOU to do REAL RESEARCH and take over the mundane parts.
And that’s when AI stops being “AI.”
It becomes Eva, your new partner in the insights space.
Not a tool.
Not a software.
A thinking companion that sits beside you and pushes you the way a class rival pushed you to study harder.
Eva doesn’t agree with you blindly. She challenges you.
She asks, “Are you sure that’s what consumers meant?”
She spots contradictions you missed because you were working on slide 72.
She offers alternate hypotheses as if she’s saying, “Come on, you can do better than that.”
Eva competes with you, the healthy kind of competition that makes you sharper, faster, more curious. Just like that kid in school who always matched you mark for mark… and forced you to level up.
Eva starts adding value in all the right places.
Eva isn’t the threat.
She’s the extension of your brain you didn’t know you needed.
She can clean messy transcripts, compare 10 FGDs instantly, do coding & save costs, show hidden patterns, give you new perspectives to think about and work faster and cheaper. It helps you deliver the insights when it matters and not when newer trends arrive!
She handles the chaos so you can focus on actual thinking.
She gives you the space to be the researcher you wanted to be before mundane work swallowed your day. Eva does not know which patterns matter. She doesn’t know why a consumer lied or what to ask next when someone says something strange.
That’s human work. That is your work.
Eva makes research feel like research again!
With Eva by your side, you suddenly have room to:
- Question the brief instead of obeying it
- Rethink a problem instead of recycling an old tracker
- Dive deeper into culture, emotion, behaviour
- Craft insights that don’t sound like last year’s deck
- Not spend hours formatting the report to get the right color code in your report!
She doesn’t replace you; she stretches you. She makes you braver. She sharpens your instinct.
She pushes your boundary every single day.
And Eva isn’t technology; Eva is the partner who makes you better. Eva didn’t come to kill jobs. It came to kill bad research and lazy work. Eva didn’t come to replace us. it came to rescue us.
Not from the work, we all love our work. But from the parts of the work that never needed a human brain. AI kills the parts of MR that were slowing us down: the repetition, the templating, the rituals, the trackers on life support.
With Eva we can now bring back time for thinking, wandering, exploring, questioning. It brings back the joy of understanding people. It brings back the spark that made us love research in the first place.
So yes, Eva walked in uninvited. But we are secretly glad it did…
Because for the first time in a long time, we are doing research again and not just running projects!
The future belongs to thinkers, not template-makers. To people who question, not copy. To researchers who treat insight as craft, not production. Let us embrace Eva and be the catalyst to make insights great again!
