Dig In
80. How AI is Impacting Marketing Research
Jul 5, 2023
The panel of guests, including Mike Stevens (Founder of Insights Platform), Kathy Cheng (Founder of Nexxt Intelligence), Joel Anderson (EVP of Advanced Analytics at Dig Insights), and Julien Naggar (VP of Dig Insights), discuss the impact of AI on market research, areas where AI needs improvement, and tips for reliable results. They explore the comparison between human and AI-generated ideas, workplace adaptation to AI, and how to leverage tools effectively. Topics include AI in text and image processing, specificity and iteration in AI-enabled research, improving language skills with AI, and the limitations and potential of AI in answering questions.
31:49
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Quick takeaways
- AI-generated ideas outperformed human-generated ideas in innovation concept testing.
- Conversational AI in market research surveys promotes engagement and provides valuable insights from large amounts of conversational data.
Deep dives
AI Applications in Market Research
AI is being applied to various aspects of market research, including text and image analytics, predictive models, and qualitative data summarization. The emergence of generative AI tools allows for the creation of new content based on input prompts. These tools are being used to summarize qualitative data, automate conversational surveys, and even generate reports. AI has shown promising results in innovation concept testing, where AI-generated ideas outperformed human-generated ideas. In the market research industry, AI is being leveraged to enhance the research process by providing simple fixes and augmentations in the here and now.
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