Research pros are optimistic—most say that AI-enabled solutions would make their insights less biased (57%), more accurate (63%), and faster (68%). Most would find AI-generated survey questionnaires useful (61%), and nearly three-quarters (71%) think it would be useful for AI to analyze their survey data and produce insights. More than half (54%) agree that if they were in the market for a new survey platform, it would be important that the platform incorporates AI.
Market researchers are ready for AI to take over key tasks
There is no doubt among MRx professionals that AI will be involved in many core market research tasks moving forward. Depending on the nature of the task, researchers are divided on whether AI will be a helpful assistant or completely takeover.
Within the next five years, more than a third of market researchers think AI will completely take over data analysis (38%) and data visualisation (38%), about one-third think it will take over writing survey questions (33%), brand tracking (32%), and developing data-driven recommendations (31%), while fewer think it will take over localisation/translation (28%) and concept testing (21%).
For all these tasks, most believe that AI will assist, but humans will remain in control; far fewer think that AI will not be involved at all.
Excitement about what AI can do doesn’t overshadow concerns
The risks around AI have been widely publicised, and researchers are acutely aware of the downsides. They are split on whether AI can do a better job than humans in several key areas: 52% say AI will make it easier to understand respondents' true feelings vs. 45% who say AI will make it more difficult.
They are also evenly divided on who (or what) does it better: 36% of researchers say AI will do a better job of market research than humans compared to 34% who say it will do a worse job; 27% believe AI and human research pros will perform about the same.
Most MRx professionals feel that AI will either help more than it hurts or equally help and hurt their own career (36% say it will help more than hurt, 41% say it will equally help and hurt), their company (35% and 39%, respectively), and the market research industry as a whole (38% and 35%, respectively). However, about one in five think AI will hurt more than it helps their own career (18%), their company (21%), and the market research industry (22%).