Artificial intelligence has not only transformed our world, it is also profoundly affecting market research by revolutionizing the way businesses understand and predict consumer behavior.
It was the opinion of Ipsos Global Head of Product Testing, Dr. Nikolai Reynolds, during a recent visit to South African clients and agencies, where he shared groundbreaking ideas on using AI to redefine product research consumers and product development.
Reynolds commented: “Integrating AI into core data analysis has enabled us to achieve even greater accuracy in our data analysis, accelerating product development cycles and providing our customers information that is not only faster, but much more robust and actionable.
He highlighted the indispensable role of human insight in integrating artificial intelligence into market research and explained that while AI significantly improves data analysis and processing capabilities, it requires interpretation nuance that only the human mind can provide.
The synergy of technology and insight
Reynolds also addressed a crucial challenge in using AI in market research, namely overcoming AI “hallucinations.” This phenomenon occurs when AI generates plausible but incorrect or irrelevant data, a common risk when AI operates without sufficient human oversight.
“We mitigate these risks by ensuring our AI systems are powered by extensive and diverse data sets and closely monitored and guided by our trained analysts. This process helps maintain the authenticity and applicability of the insights we generate, ensuring they are deeply rooted in consumer behaviors and cultural contexts,” Reynolds explained.
Amid concerns about human jobs being replaced by AI, Reynolds offered a reassuring perspective. “Artificial intelligence is transforming professional roles rather than replacing them. It is about increasing the capabilities of staff and enabling them to become more involved in strategic decision-making and less in mundane tasks.
“This change improves job satisfaction and leads to richer and more creative results,” he explained, highlighting Ipsos’ philosophy that the best results come from the synergy between human creativity and efficiency. machines.
The Total Product Experience Framework and InnoExplorer by Ipsos illustrate the innovative integration of AI with behavioral science. These tools leverage advanced AI algorithms to interpret and predict consumer behavior with unprecedented accuracy.
“By combining AI with understanding human behavior, we can provide insights that are not only accurate, but also resonate on a human level, ensuring our clients build stronger connections with their customers,” explained Reynolds.
Accuracy through localization
Addressing a key area of concern around the AI revolution, namely data authenticity and accuracy, Reynolds mentioned the need to tailor data tools to specific market contexts. The process involves adapting AI models to interpret local nuances, such as South Africa’s 11 official languages.
However, it goes beyond simple translation to include idioms, slang, and behaviors. This personalization ensures that Ipsos AI tools accurately capture the authentic sentiments of diverse consumer bases.
“To ensure the integrity and cultural relevance of our ideas, we rigorously validate AI results,” Reynolds said. “This dual approach of localization and validation ensures that our market insights are both accurate and culturally relevant. »
Potential inaccuracies are overcome by maintaining traceability of AI-generated data, ensuring transparency and reliability. These adaptations maintain the relevance and reliability of information in various global markets.
What is clear is that as AI continues to evolve, its integration into market research will transform the industry, enabling faster and more accurate insights into consumer behavior.
Reynolds emphasized that the future of market research lies in leveraging AI to complement and improve traditional methods, ensuring that insights are not only timely, but also deeply reflect diverse consumer realities .
Ipsos is one of the world’s largest market research companies, operating in 90 markets and employing more than 18,000 people. Our 75 solutions are based on primary data from our surveys, social media monitoring and qualitative or observational techniques. Our slogan “Game Changers” sums up our ambition to help our 5,000 customers operate with confidence in a rapidly changing world.
