Artificial Intelligence (AI) I 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 quality of your research insight.
To demonstrate the value of AI, we’ll share a case study, based on research conducted by consulting firm Novantas, that explores 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 and machine learning is indeed changing the face of what is possible in Market Research today. Come find out how and where practitioners need to up-level to keep pace. More specifically, from this presentation:
- Acquire a mental model for how to think about and integrate AI into your research process.
- Define where and how AI-powered research platforms and methods can add value to your work.
- 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.