Infotools, the global leader in market research analytics and reporting solutions, has released a new paper in its Space to Think series, “The State of AI in Market Research.” The new publication explores the conversations happening around AI in the market research industry, drawing on expert insights from the company’s podcast, Now That’s Significant, and other sources.
“Join the Conversation on AI “Artificial intelligence and its application monitoring are critical for marketing researchers,” said Horst Feldhaeuser, Group Services Director, Infotools. “AI can enhance our capabilities, but we must balance this with the need for human oversight, creativity, and critical thinking. It is critical that marketing researchers understand and leverage AI while understanding its challenges and potential pitfalls. This paper provides valuable insights and strategies to overcome these complexities.”
The State of AI in Market Research covers the history and evolution of AI, the overall environmental impact of AI, the opportunities and challenges it creates in the market research industry, and the critical balance between AI and human intelligence in market research. It highlights the importance of human involvement in AI-driven processes to ensure ethical standards and data integrity.
The document provides:
- A brief history of AI and its current applications, both within and outside the market research industry, and the need for continuous learning and adaptation.
- A look at how AI is creating efficiencies by automating labor-intensive tasks, improving data analysisand providing real-time information.
- Perspectives that illustrate the acute need for human oversight, creativity, empathy and critical thinking.
- An overview of the challenges of AI adoption, such as data quality, bias, privacy and transparency, as well as its significant impact on the environment and sustainability goals.
- Practical advice on evaluating AI solutions, complying with industry standards, and perspectives on maintaining transparency and ethical standards in AI-driven research.
This new paper brings together recent discussions from experts on AI that encourage marketing researchers to adopt AI thoughtfully and strategically, improving their ability to deliver deep, actionable insights while respecting ethical standards and sustainability. Download here: https://web.infotools.com/the-state-of-ai-in-market-research
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