By Julie Rose
As someone who has spent over three decades in the market research industry, I’ve seen firsthand how technology reshapes our professional lives. The advent of online surveys, the rise of internet scraping and text analytics, opportunities coming from big data mining, and the now the integration of Artificial Intelligence (AI) all represent significant milestones in the Digital Age intersecting with the Market Research Industry.
AI isn’t just a new tool; it’s a game-changer. It’s capable of automating repetitive tasks, processing and analyzing vast amounts of data, at speeds previously unimaginable. It is an exciting time to once again, adopt new ways of working that will advance our mission to understand people and deliver insights that drive business growth.
New Heights in Market Research Analysis
In today’s fast-paced world, the volume of data generated daily is staggering. AI excels at sifting through this data, identifying patterns, and providing preliminary insights. This capability is invaluable in market research analytics, where the first step is often labor intensive to comb through a variety of data sources to identify patterns, anomalies, outliers, consistencies and inconsistencies.
Here are a few examples of where AI analyses can advance market research:
Practical Considerations
AI takes data processing and analysis to new levels, providing speed and pattern recognition that was unheard of even a few years ago. That said, the storytelling aspect of market research – translating data into a clear and inspiring story with actionable insights that will unlock new growth opportunities – is where human expertise shines.
Embracing the Future of AI in Market Research
As AI technology continues to evolve, so will SIVO’s approaches and techniques. We view AI as a powerful augmentation to our workflows and capabilities and will continue to experiment and adopt new ways of working that drive our effectiveness and efficiency. At the same time, we believe that it is the combination of the AI tools and experienced, empathetic market researchers that skillfully identify the nuances of consumers perceptions and behaviors that leads to actionable, strategic insights. We will continue to invest in both resources – artificial intelligence and human intelligence.
Join us on this exciting journey
At SIVO, we are committed to blending the best of human expertise and AI innovation to deliver insights that drive your business forward. Contact us at Contact@SIVOInsights.com or visit SIVOInsights.com to schedule a discovery call and explore how we can help you take your market research to new heights!
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