This is the power of AI+HI™ in market research. Explore the evolving landscape of AI-powered analytics and the crucial role of human expertise.
Whether you are attending a research conference, reading an industry publication, or just checking your inbox, AI is clearly THE hot topic for insights professionals. AI in market research has certainly come a long way, but researchers are still grappling with the right role for technology vs. people in research design, data collection, analysis, and reporting. We know that amidst all this technological advancement, the human element remains as crucial as ever. Welcome to what we call AI+HI™ (Artificial Intelligence + Human Intelligence) solutions, where machines and humans are joining forces to revolutionize how we learn from consumers and translate insights into strategy.
The days when AI was just a buzzword in market research are long gone. Generative AI has been embedded into most research technology tools and productivity platforms. But the real story isn’t about AI taking over. It’s about how AI and human expertise are coming together to create something greater than the sum of its parts.
Think of it as a partnership. We do here at CMB. AI brings speed, scalability, and new approaches to gaining insights. Creative humans see the bigger picture and can drive value by using AI appropriately. When these partners work in harmony, the results can be truly transformative.
So, how does this AI+HI™ collaboration play out in the real world of market research? Let’s examine how it’s changing the game across different stages of the research process.
In data collection, traditional surveys are being enhanced or even replaced by AI-powered tools that can engage respondents in more natural, conversational ways. These tools can run 24/7, reaching thousands of participants simultaneously. But it’s not about replacing human researchers. Instead, it’s about freeing them up to focus on what they do best: designing the overall research strategy, crafting the right questions, and identifying the best AI technology and processes to extract the most valuable insights.
When it comes to analysis, AI can process enormous datasets, identify patterns, and analyze text with a speed and accuracy that would be impossible for humans alone. But data without context is just noise. This is where human researchers prove invaluable by using AI as one tool among many to ensure respondent quality, including:
In reporting, AI is helping to automate the creation of charts, graphs, and data visualizations. And AI is making the process of refining reports easier by summarizing detailed findings, building compelling visuals, and pulling in relevant information from secondary sources.
The adoption of AI in market research isn’t happening at a uniform pace. The industry is on a spectrum, with some firms diving headfirst into AI adoption while others are taking a more cautious approach. But we do know that a significant portion of the industry is looking toward AI with interest, expecting to incorporate it into their work in the near future.
“So far, we haven’t regretted any of our experiments with AI – even the ones that just haven’t turned out that well,” said Gireesh Joshi, Director, Consumer Insights at Adobe, on a livestream on the topic.
The varied landscape reflects both the opportunities and challenges that AI presents. On one hand, many organizations see AI as essential to staying competitive and on top of consumer trends.
On the other hand, the cautious approach some firms are taking isn’t without reason. There are important questions to grapple with: How do we pilot new tools and validate their accuracy? How do we maintain the necessary human oversight and ethical standards?
These aren’t just theoretical concerns. They’re real issues that the industry needs to address as we navigate this new AI-enhanced landscape. The firms that will thrive are those that can find the right balance, leveraging AI’s power while maintaining the human touch that’s at the heart of great market research.
“We have the saying that 80% of every job is drudgery and 20% is pure joy,” said Kajoli Tankha, Senior Director of Consumer Market Insights at Microsoft. “I’m just hoping to expand that 20% to 80% and maybe reverse that ratio a little bit with the help of AI.”
Let’s zoom in on how AI is changing the day-to-day work of researchers. In many ways, AI is becoming a research assistant – one that can handle vast amounts of data, work around the clock, and perform complex analyses in seconds.
Consider how AI is transforming surveys. Gone are the days when surveys were limited to rigid multiple-choice questions. AI-powered chatbots can now engage respondents in natural, flowing conversational surveys. This not only makes the experience more enjoyable for participants but often leads to richer, more nuanced responses.
Real-time data processing is another area where AI shines. In the past, researchers might spend weeks analyzing data after a study. Now, AI can process and analyze data on the fly, allowing researchers to spot trends and patterns as they emerge. This real-time insight can be invaluable, enabling quick adjustments to research strategies or enabling real-time probing based on a pattern of responses and multi-method research by pulling a subset into human or AI-moderated interviews.
Reporting is yet another area being revolutionized by AI. Newer AI-powered automated reporting tools are more flexible than ever, enabling on-the-fly exploration and discussion with clients and higher-quality initial deliverables. This frees up researchers to focus on higher-level analysis and strategy development.
But here’s the crucial point: AI isn’t replacing researchers. It’s empowering them. By handling time-consuming tasks and providing rapid, data-driven insights, AI can inspire people and help them see the bigger picture. They can spend more time on the aspects of their work that require unique human expertise: developing innovative research strategies, interpreting complex findings, and providing the kind of high-level, strategic insights that clients value most.
As we look to the future, it’s clear that the AI+HI™ synergy will continue to reshape market research. While it’s impossible to predict exactly what this future will look like, several trends are emerging.
We’re likely to see a continued evolution in how we engage with consumers. Traditional surveys may increasingly give way to more fluid, ongoing conversations, enabled by AI. This could provide a constant stream of insights rather than periodic snapshots, allowing businesses to stay more closely attuned to shifting consumer sentiments and behaviors.
The collaboration between AI and human researchers is likely to become even more seamless. We might see AI assistants working alongside human researchers in real time, flagging interesting responses or unexpected patterns for immediate human follow-up.
The way we present and consume insights could also transform. Static reports might evolve into more dynamic, interactive experiences that allow stakeholders to explore data in new ways. AI could help create predictive models that not only show what consumers think and do now, but anticipate emerging trends with unprecedented accuracy.
But amidst all this technological advancement, the human element will remain crucial. As AI takes on more of the data-crunching work, human researchers will be freed up to focus on the things machines can’t do: asking the right questions, providing ethical oversight, and translating data into actionable strategies that drive business success.
The future of market research isn’t about AI replacing humans. It’s about finding that sweet spot where artificial and human intelligence complement each other perfectly. It’s about using AI to enhance our uniquely human capabilities, not replace them.
As we navigate this new era, one thing is clear: the researchers who will thrive are those who can effectively partner with AI, leveraging the strengths of both machine and human intelligence to uncover insights that were once unimaginable. The AI+HI™ synergy isn’t just changing the tools of market research – it’s redefining what’s possible in our quest to understand human behavior and decision-making.
The AI revolution in market research is here. The question is: how will you use AI+HI™ to elevate your work?
What questions do you have about AI+HI™?