How AI can enhance creativity, quality and efficiency in research now

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

Read on for a recap of the webinar. Learn how AI is already helping insights professionals boost creativity, improve quality and drive efficiency – today.  

Key considerations for using AI in market research 

AI’s dynamism brings both excitement and caution. As an example, consider an experiment conducted by the Boston Consulting Group, where groups using AI tools tended to accept misleading outputs, resulting in a 23% decline in performance. This cautionary tale highlights the importance of well-planned AI applications and the need for a nuanced understanding of opportunities and limitations.  

As insights professionals we also have an ethical responsibility here. We must keep in mind the general bias, the risk of fake responses, and the importance of human validation for AI-generated outputs. AI models need to be trained on representative data, and that biases are actively identified and mitigated to uphold fairness and inclusivity.  

AI applications for market research

Unlock the power of AI in your market research! Download our cheat sheet for practical tips on elevating your insights strategy today.

6 ways brands can leverage AI in market research today 

SKIM’s in-house AI team is exploring applications of artificial intelligence with diverse objectives across research. From initial inputs, through analysis and reporting, we are already using or piloting AI to improve outcomes. For example: 

  1. Creativity in claims generation: Large language models (LLMs) can now assist in generating unique and compelling product claims, transforming how we approach marketing and product development. 
  2. Automated text understanding: By harnessing the power of natural language processing, AI enables faster and more accurate text analysis, from social media posts to customer feedback. 
  3. Survey chatbots: AI-powered chatbots are changing the way surveys are conducted, offering a more interactive and personalized experience to respondents. 
  4. AI-enhanced dashboards: Data visualization tools fueled by AI can provide deeper insights and a more intuitive understanding of complex data sets. 
  5. Tools for visual/video analysis: AI’s capabilities in analyzing visual and video content are opening new doors for understanding consumer behaviors and preferences. 
  6. Emotion AI: This cutting-edge application of AI is reshaping how we gauge customer sentiment, providing a more nuanced analysis of emotional responses that goes beyond what traditional surveys can capture. 
6 ways that AI can benefit market research

These examples represent just the tip of the iceberg in terms of AI’s capacity to drive more profound and actionable insights. But it’s also crucial to consider both the opportunities and limitations of AI, ensuring its ethical and effective use in research. 

AI in market research: Key takeaways 

  • Experiment, test and learn! The abundance of opportunities AI presents may feel overwhelming, but getting started will help to make your journey clearer. 
  • AI is already a part of our work, but the potential is not nearly reached. 
  • AI has the power to inspire or enhance research, as well as create insights where – without AI – there would have been none!

Insights professionals: Stay ahead in AI applications  

Would you like to learn more about how you can incorporate AI in your day-to-day research activities? Watch our on-demand webinar “Using AI to boost creativity, quality, and efficiency: 6 Real-World Applications for Insights Professionals’.

Using AI in market research for insights professionals