The Truth About AI in Market Research
Whether you love it or hate it, there’s no denying that AI continues to be at the center of the conversation in the market research industry. Some see it as a game-changer, revolutionizing the way that we collect, analyze, and interpret information. Others argue that it’s over-hyped and incapable of replacing the people that make market research truly insightful. So, how can AI benefit the market research industry – and where does it fall short? In today’s blog, we’re breaking down the reality of AI in market research, separating the capabilities and benefits from the limitations and challenges.
What AI Can Do
Data Collection
Data collection and organization is a walk in the park for AI. Unlike traditional methods that require manual input and time-consuming processes, AI can scan large pools of data seamlessly, reduce inconsistencies and errors prior to organizing it, and offer unmatched speed to the research process as a whole.
Audience Segmentation
Similar to its ability to scan and organize data quickly, AI can easily segment data based on the demographics, behavior, and preferences of the audience. This adds efficiency to the research process and sets the researcher up for success when they come in to analyze the data and draw conclusions from it.
Screener Optimization
Screeners are the backbone of market research, and AI can help to optimize them by streamlining questions, improving efficiency, and reducing dropout rates. In our piece on the pitfalls of lengthy screeners, we discuss how overloaded screeners can drive away even the most qualified respondents. With AI, you can refine your screening process by prioritizing essential questions, removing redundant ones, and maintaining simplicity.
What AI Can’t Do
Understand Nuanced Human Behavior
In market research, every detail matters – but AI struggles to grasp the subtle cues that make human responses so complex. While it can analyze text and patterns, it lacks the ability to interpret emotions and nonverbal communication. That’s where the human touch becomes irreplaceable. Unlike AI, human researchers can read between the lines and understand the nuance in participant responses and behavior.
Build Relationships
Building rapport with respondents during in-depth interviews and focus groups helps researchers to extract more meaningful insights. When respondents are met with respect, genuine interest, and active listening, they often feel more comfortable sharing their thoughts. AI lacks the ability to form real human connections, understand personal context, and respond according to emotional expression during conversations, making it difficult to fully capture insights.
Adapt to Unstructured & Unpredictable Conversations
People can be unpredictable, and more often than not, conversations stray from the guide that researchers set at the start. While AI can conduct structured conversations, its ability to adjust when things don’t go to plan is limited. Researchers, however, welcome the level of unpredictability that in-depth interviews and focus groups can present as they generally lead to richer insights.
AI is undoubtedly reshaping the way that things are done in the market research industry, offering ways to optimize data collection, screener creation, audience segmentation, and more. That said, there are subtleties to the research process that make the human touch a critical component. At Zintro, we strive to strike a balance between the two. While we value human elements across our organization, we also use AI to boost productivity, including using our own proprietary solutions to identify ideal respondents for projects.
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