Imagine boarding a flight knowing there is no air traffic control to manage take-off and landing.  Would you feel safe and trust that your journey will be OK? That’s what working in market research would be like without operations. In this industry, the spotlight is often on client-facing teams yet behind every successful project you’ll find the operations team, whose work is often less visible, but always deeply felt.

In this digital age, technological advances are changing research methodologies and accelerating delivery. Moderation can be automated, probing for deeper insight and richer understanding without a human even being present. Data analysis can be delivered quicker, enabling clients to make faster, more informed decisions.

While AI can revolutionise the front end of market research, it’s the operations professionals who ensure the back end runs seamlessly.

The hidden backbone in an AI world

Operations professionals thrive behind the scenes. They coordinate fieldwork, troubleshoot technical issues and manage vendors, often off the radar. Their ability to anticipate problems and implement solutions quietly keeps projects on track. Issues often arise and are solved without anyone even knowing. 

You’d be forgiven for thinking many tasks undertaken by operations teams are soon to be taken over by AI or automation. Certainly, there are jobs on every project that are repetitive and straightforward, and if those become automated, does this mean operations becomes defunct? No. In fact, once all the behind-the-scenes tasks are done, what you’re left with is the high-value work: skilled client management, agile coordination, and problem-solving.

It’s these tasks that not only require the human touch, but they’re needed from an expert hand.

The human element

Even as technology transforms research, operations remain deeply human. Teams navigate cultural nuances on global projects, adapt methodologies to real-world scenarios, manage respondent engagement with compassion, and build relationships with suppliers. While these do all require technical ability, perhaps more importantly, human emotional intelligence provides an element that no AI alternative can provide.

The human touch cannot be matched – it’ll be your front of house manager that remembers the client prefers a map to your facility and not printed instructions; your project manager instinctively knows which recruiter is best suited for a particular project; your IT manager flawlessly navigating the tech nuances of each office.

At PRS IN VIVO, every project in the Retail Lab is custom built, so our operations teams have to be adaptable. There is no default option – we tailor each project to every client, and so team members are agile. Our projects don’t just consist of talking to respondents about their shopping habits; we observe them. We aren’t just providing subjective points of view; we use mobile eye tracking to analyse where participants eyes are drawn first when showing them new packaging. We don’t just talk new ideas; we create digital shelves so clients can amend their designs in real time according to participant feedback. 

But, before we even get to shelf, the part clients get excited about observing, products have been sourced; shelves printed, stimuli updated, respondents recruited and vetted, live streams managed; often across multiple countries and time zones. It’s a masterclass in coordination.

Why recognition matters

The quiet nature of operations work often leads to underappreciation. But overlooking their contribution is a missed opportunity because recognising their value isn’t just fair – it’s essential. At PRS IN VIVO, project managers are always included in client kick off calls and projects are often less problematic the earlier operations are onboard.

It’s time to shift the narrative

In our fast-changing industry it of course makes sense to utilise AI, but the real value comes when you recognise where and how to use it.

Operations aren’t just support – they’re strategic partners. Their work enables innovation, ensures quality, and drives client satisfaction. They’re on the ground ensuring projects run flawlessly, so let’s celebrate the silent power of operations because without them, take-off and landing can feel uncertain and challenging; with them, your journey is smooth and the successful outcome is inevitable.   

Laura Dodsworth is senior project manager at PRS IN VIVO, UK.