The pharma insights function is navigating one of its most consequential inflection points in years. Research budgets are contracting. Routine work like synthesis, first-pass analysis, querying past studies, is moving in-house. And AI tools that were in pilot programs just 12 months ago are now embedded in day-to-day workflows. In 2026, leaders are beginning to transform their internal machinery by embedding AI and automation into every layer of the enterprise to accelerate work and reduce costs at scale. The question is no longer whether these shifts are happening — it’s whether insight functions are adapting fast enough to stay relevant.
To find out, Lumanity conducted two waves of qualitative research: a 2025 baseline of 25 interviews across 18 companies, and a 2026 follow-up of 27 interviews across 17 companies — spanning insight leads, business intelligence directors, and procurement professionals in global roles across the US and Europe. What we found goes beyond shifting opinions. These are behavioural changes with real implications for how pharma will source, value, and use market research over the next three to five years. Read the full report to understand what’s driving the change — and what it means for the decisions you’re making right now.
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