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The Rise of AI in Market Research: What You Need to Know

In today's rapidly evolving landscape, Artificial Intelligence (AI) is reshaping the world of market research. From streamlining data collection to predicting market trends, AI's capabilities are revolutionising how businesses gather and interpret valuable insights.

Sapio Research were a pleasure to work with, Jane was quick to pick up on our specific needs and turn around our complex, multi-national, small business research in a matter of days. We look forward to having the opportunity of working with her and the wider Sapio Research team again in the near future.

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Introduction to AI in the Market Research Realm

Artificial Intelligence (AI), once a distant future concept, is now deeply interwoven into our everyday lives. From voice-assistant devices to advanced analytics, AI’s omnipresence is undeniable. However, its most exciting applications may very well be in market research, where traditional methods are undergoing a significant transformation.

It’s almost been a year since the public launch of OpenAI’s ChatGPT, and we’ve all come a long way from just using AI for trivial tasks. So here are some stats to set the right context… 👇

In our most recent Business Barometer report, 23% of the respondents agreed they were currently using some form of AI in their marketing, while only 18% were using it to write whitepapers and reports!

93% of market researchers see AI as an industry opportunity and 7% see it as a threat. Which side are you on?

Understanding AI’s Growing Significance

Here’s why the emergence of AI is a massive dent in the way we conduct research:

The amount of data generated annually has grown y-o-y since 2010; In over a decade we have grown our data creation number by 60X!

In fact, some numbers suggest that 90% of the world’s data was generated in two years alone. The 2023 figure of 120 ZB (1 ZB = 1 trillion GBs) of data will further grow by 150X by 2025.

Basically, we’re creating more than we can consume – this is where AI comes in.

AI, with its smart algorithms and computing power, helps us make sense of it all. That is only is you know what you are doing 👀.

Why Is AI Becoming Indispensable in Market Research?

1. Efficiency and Speed:

Traditional methodologies, involving human-led surveys or focus groups, while valuable, are time-consuming. AI streamlines this, offering real-time data gathering and swift analysis. This efficiency doesn’t just save time; it translates to faster, more informed business decisions.

2. Precision and Accuracy:

AI’s capacity to handle vast datasets ensures a thoroughness human analysts might miss. More importantly, AI can reduce biases, offering a more objective perspective on market trends.

3. Predictive Analytics:

Historically, market research was largely reactive, analysing past behaviours. AI changes this narrative, predicting future trends. This proactive approach gives businesses a competitive edge, enabling them to anticipate, rather than just respond to market shifts.

Real-world Applications of AI in Market Research

Sentiment Analysis:

NLP, a subset of AI, interprets human language. Brands can now analyse customer feedback from various sources, understanding not just what consumers are saying, but how they feel. This emotional insight is crucial for brand positioning and reputation management.

Here’s a little extract to explain this in detail > Check it out 👈

Visual Recognition:

In today’s visually driven digital landscape, understanding imagery’s impact is vital. AI can scrutinise images and videos, determining which visuals resonate best with audiences and why.

Chatbots for Data Collection:

Gone are the days when customers filled out lengthy feedback forms. Today’s consumer expects swift interactions. AI-powered chatbots facilitate this, gathering data efficiently and enhancing the user experience.

Challenges and Roadblocks

Ethical Implications:

AI’s data collection prowess raises serious ethical questions. How do businesses ensure they don’t cross the thin line between insightful and invasive? Adherence to privacy laws and transparent data handling practices is crucial.

Over-reliance on Technology:

Relying solely on AI could lead to a loss of the human touch – a nuanced understanding that machines can’t replicate. It’s essential to strike a balance between automated insights and human interpretation.

Cost Implications:

While AI’s benefits are clear, there’s no denying the financial challenges. The technology requires significant investment, especially for bespoke solutions tailored to specific research needs.

The Road Ahead: AI’s Promising Future in Market Research

While we’ve witnessed significant advancements, we’re only scratching the surface of what AI can achieve in market research. Machine Learning, a subset of AI, will enable systems to learn and adapt from data without explicit programming, making predictions even more accurate.

Furthermore, as global markets become more interconnected, AI will play a pivotal role in deciphering complex, multi-market trends, ensuring businesses can operate seamlessly across borders.

The key will be integration. Companies that can seamlessly integrate AI-driven insights with traditional research methodologies will lead the way, offering a holistic market perspective.

Get Started Today!

Eager to integrate AI into your market research strategy? Check out our guide on how to use ChatGPT for Market Research.

If you’d like to pick our brains on something similar, drop us a message here. 👋

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