AI-Powered Research: Friend or Foe? You as the Human Decide

Room 4 | 3:15-3:45 | Wednesday, April 3, 2019

Artificial intelligence (AI) has been touted as the technology that will revolutionize the market research industry. Thus, market research platforms and methods powered by AI have become both revered and feared, leaving many practitioners questioning, “Where do I, as a human, fit into this new world of AI-powered research?”

In this presentation, we’ll share the practitioner’s mental model for how AI offers value to the research process and where over-reliance on the technology starts to erode the quality of your research insight.

To demonstrate the value of AI, we’ll share a case study based on research conducted to explore brand distinctiveness in the retail banking category. In this research, 306 one-on-one interviews occurred with consumers in the span of one hour.

There is no question… AI is bringing agility to market research like never seen before. Come find out how and where practitioners need to up-level to keep pace.

Presentation type:

• Case Study Presentation

Subjects covered:

• Industry trends – future of marketing research
• Hybrid/mixed methods (qualitative, quant, mobile, SM)
• New techniques – qualitative and quantitative

Takeaways:

1. Acquire a mental model for how to think about and integrate AI into the research process.
2. Define where and how AI-powered research platforms and methods can add value to their work, particularly connected to performing actionable agile research and stepping up, more purposefully, into strategic leadership positions within an organization.
3. Articulate how cognitive systems (AI-powered research platforms) and human systems (the practitioners) need to work in a symbiotic relationship to achieve quality, actionable insights.