Research on research: The impact of generative AI on market research

Room 5 | 1:30 pm - 2:00 pm | Thursday, July 20, 2023

Generative AI is no longer “new news.” We already have plenty of evidence for how generative AI is enabling market researchers to deliver BETTER as well as faster and cheaper. Join Nexxt Intelligence and The Logit Group as we demonstrate the impact of generative AI – conversational AI specifically – to deliver better participant engagement, better depth of insight, better data quality, better ROI and more.

A recent survey conducted among research professionals around the globe on their attitude toward generative AI revealed mixed feelings, as many people in the industry don’t feel they know enough about generative AI to form a hypothesis about its future in research and may not even know where to start. But there is a general sense of optimism and curiosity about generative AI and a prolific array of benefits are anticipated, ranging from efficiency and productivity to creativity and decision-making. The big question for researchers seems to be whether generative AI has genuine potential to transform how we uncover authentic human insights, versus just automating tedious and time-consuming tasks of traditional approaches, making them simply faster, and less dependent on the human researcher.

Nexxt Intelligence and The Logit Group conducted research on research (RonR) studies in early 2023 to explore the impact of generative AI – conversational AI specifically – on market research. This session shares the findings from the RonR in the context of the key questions that our industry peers and market research professionals have about the use of AI, such as:

• Does AI help build engagement? Do survey participants like typing their answers or prefer checking the boxes?
• Does improved engagement impact the economics of panel management and respondent fatigue?
• Does AI help generate deeper insight compared to conventional surveys?
• Does AI help with the overall survey quality?
• Is AI probing better than a generic follow-up question, such as “Can you elaborate?”
• Does AI probing have to work in a conversational format? Could it be used to enhance standard surveys?
• Is conversational AI all about asking questions? What about analytics?
• Does the effectiveness of AI vary by research audience?

Join us as we will discuss how generative AI – conversational AI specifically – delivers better participant engagement, better depth of insight, better data quality and better ROI.  We will also share a practical application of conversational AI that you can add to your toolkit immediately.

Key takeaways:

1. AI brings our industry the potential for a transformative approach to uncovering consumer insights that will be cheaper and faster but, most importantly, better.
2. It may take some time to evolve all aspects of the implementation of an AI-enabled research future state but there are practical applications that you can add to your toolkit immediately.

Presentation by Supplier Research Report Technology