Artificial Intelligence is transforming how entire industries work. Market researchers now face big changes. They must act with courage. They need to test new ideas and tools. This is the time to explore AI without fear. Only by trying new things can they stay useful and ahead in their field.
Artificial Intelligence (AI) is changing market and media research in a big way. It affects how we work, how fast we work, how much we can do, and how deep we can go with analysis. I didn’t write that sentence. No colleague or expert I know wrote it either. ChatGPT wrote it.
The AI gave me that clear and sharp answer in less than five seconds. It explained the key points directly. It showed why market and social research must focus more on AI. Every strong reason is clearly written on the screen. I agree with almost every single word in that answer.
Put simply, ChatGPT understands situations faster and better than many experienced market researchers. People should not be fooled by how often people talk about this topic publicly right now. In real life, companies do not use AI tools as much as they talk about them. Many people in this industry believe that research quality and thoroughness matter more than speed. This attitude is actually a good thing. I have also used this argument in the past myself.
Rapid Pace of Development
But this situation is different. Artificial Intelligence (AI) is developing faster than anything we’ve seen before. What seems modern and cutting-edge today will soon be outdated by the next breakthrough. Recently, we at agma held a big workshop focused on the latest AI trends. Even during the time between planning and the event, many AI tools and ideas had already improved a lot.
One major lesson we learned was clear: We must stay involved in this topic all the time. We cannot afford to say, “This looks interesting. Maybe we’ll explore it later.” That attitude is too slow. Some people may ask, “Why should we follow the hype? Hasn’t being careful and thorough always worked well for us?”
The answer is simple: AI is not a passing trend or a science fiction story. This technology is already changing how we live and work in deep and serious ways. Like all major technological changes, AI brings both chances and risks. I believe we should focus on the chances. These chances are especially big for people who care about quality in market and social research.
To take advantage of these opportunities, we must make smart decisions today. The right time to act is now. Why is this topic so important? Because AI has the power to solve some of the biggest problems in today’s market research field.
Solution for Cost Pressure?
One of the biggest challenges is the rising cost pressure. Large surveys take a lot of effort and cost more money. Online surveys can help but cannot fully replace big, in-person surveys. Researchers find it harder and harder to balance quality and representativeness with the costs.
Predictive AI offers an exciting solution here. Algorithms create synthetic data that complements real interviews. This approach can greatly reduce the number and length of interviews. Quality and cost do not have to conflict. In fact, AI can even improve representativeness while lowering costs.
Today, interviews for major audience measurement studies by agma take more than 22 minutes. Using AI, we can keep interviews shorter. This shorter time helps improve the quality of data collected in each interview.
The Time Factor
AI already speeds up both data collection and analysis. It lets us find patterns much faster. Calculations that once took two days now finish in just two hours.
People still write open-ended survey answers, and analysts spend hours coding them. AI can sort these “open mentions” reliably and accurately. We already used this feature in our agma studies and saw great results.
Of course, AI does not solve every question or fix every problem. It can help us lower some costs. Still, we must invest in high-quality research to keep our data stable and reliable. Excellent studies will not come at rock-bottom prices.
AI cannot and should not replace human market researchers. Our findings guide critical advertising decisions, so we cannot depend on AI alone. Humans must review results and make the final calls.
When used correctly, AI serves as a powerful tool to answer many questions and solve complex problems. We lack that final empirical proof today, but we will gain it by applying AI in real-world projects and testing new ideas.
Watching AI evolve from an ivory tower will not work. We must embrace experimentation and try bold new methods. Only then can we draw the right conclusions.
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