Real-time research insights are becoming something quite paramount to understand for both marketers and market researchers. The future involving machine learning, automation, and artificial intelligence will most certainly include more real-time data analytics. Some might even try and say real-time data will become the new agile market research approach. But before falling head-over-heels for it, we must first uncover what really entails real-time research and determine how it fits with current research methodologies. When we're talking about real-time research, it's not the same thing as real-time results--data depicted through data visualization techniques as it's collected in real time--though it can be.