Innovations

This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.

In the first part of this article, we established that we now face a genuinely new paradigm for insight. But just how will the arrival of generative AI change the overall business structure within which insight operates.

We’ve always been wary of tech. But eventually, each new tech gets absorbed in a new normal, and life goes on... with man still in control! Is AI different?

AI has long promised to change the way we live, but until now, it has remained as technology at the margins. Not anymore! Ian Morris, in his book ‘Why The West Rules’, sums up human progress as ‘almost invisible until it isn’t’.

Having attended a number of conferences over the past couple of weeks, I have been amazed not only at how ChatGPT has dominated almost all conversations and presentations, but also at the almost total absence of any cautionary note regarding its usage!

New privacy regulations, lockdowns by big players like Apple and Google, and general consumer skepticism about sharing personal data are having profound impacts on audience understanding.

A focus in market research studies is sometimes on understanding customer or prospect optimal communications channels for hearing about a new, or existing, product or service.

2021 had been an incredible year for investment into the insights and marketing analytics sector – over $9 billion in one single year. Surely the market would have to take a rest in 2022?

Neuroscience breaks through the hype

Almost all of the world’s regions experienced a substantial increase in user experience research since 2019

Crunch Automation scripting for streamlined, almost instant data analysis and insights delivery.

Shiny objects vs. insight breakthroughs.

The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

The metaverse

......and four ways to cure them

There are risks and there are rewards when you invest in market research technology. Here are a few ways to choose the solution that will have the biggest impact on your business.

Hope as a useful solution or another hyped piece of technology that will eventually fall by the wayside?

To ensure that AI is deployed ethically and responsibly, market research companies and practitioners require a comprehensive framework that establishes agreed-upon standards.

ChatGPT and Bard will transform our jobs as market researchers: both disruption and opportunity lie ahead.