Three ways AI can be used to make life easier in market research:

Artificial intelligence (AI) has the potential to revolutionize many industries, from assisting with fraud detection in finance, to predicting disease in healthcare. But how can AI be used to help market researchers? AI can greatly benefit market researchers by automating three traditionally time-consuming tasks: report writing, data analysis, and content creation.

1. Report Writing: Report writing has never been faster! Transcripts from interviews, focus groups, or video recordings can be uploaded to AI programs to help identify themes. This can be a helpful report starter for researchers, but they should always employ their own critical thinking skills and research audits to ensure accurate reporting. Researchers should also be aware of privacy agreements before uploading sensitive or proprietary data.
2. Data analysis: Researchers can also use AI to quickly analyze all kinds of data: complicated numeric datasets, open-ended survey questions, social media content, customer segmentation, etc. This allows researchers to gain more detailed insights in a fraction of the time it would normally take.
3. Content creation: AI can also assist in content creation, such as product descriptions, ads, blog articles, and graphic designs. These capabilities once again save time for market researchers, which will allow them to focus on higher-level tasks (or weekend plans).

These are exciting applications of AI to market researchers. BUT keep in mind that AI is a tool that can perform or assist with specific tasks, not perform entire jobs. AI should always be combined with a researcher’s domain knowledge and critical thinking to achieve the best results.