Every year, brands invest millions crafting customer experiences and communication strategies, new service models, brand campaigns, digital journeys, messaging frameworks. Yet according to Forrester’s 2024 US Customer Experience Index, CX quality sits at an all-time low after declining for an unprecedented third year in a row, with 39% of brands declining in quality over the …
Read MoreThe AI Landscape Today As AI has moved from experimental to operational across market research, suppliers and buyers are deploying AI for asynchronous prompting, real-time dynamic summaries, and sophisticated analysis. Multiple suppliers at CRC (the Corporate Researchers Conference) reported 80%+ accuracy rates when comparing AI-generated synthetic data against human-derived insights. Factor in cost advantages and …
Read MoreEvery year, I attend the Insight Association’s Corporate Researcher’s Conference hoping for inspiration. This year’s CRC didn’t just inspire, it illuminated the path forward for our entire industry. As I walked through the sessions and networking spaces, one thing became crystal clear: we’re not just talking about AI anymore; we’re living in its reality. For …
Read MoreWhy Communities? The Value of Communities for Research Market research has evolved dramatically over the last few decades, but there is a constant which still remains. Can you guess what this is? It is the need for high-quality, engaged respondents who happily provide their unique feedback from which we draw actionable insights. While traditional survey …
Read MoreDuring the 2024 Superbowl, Discover Card aired a commercial called “Robot” that explored the difficulties of recognizing AI from a real person. As Jennifer Coolidge praised Maya, the Discover Rep, for sounding like a human being (which she was), the rep retorted with: “Wait, are you a robot?” – (Maya) Discover Rep “Oh, how …
Read MoreMarket Research Online Communities (MROCs) as they were typically called at the time were a yearly feature in GRIT’s new technology section for over a decade, until they became nearly ubiquitous due to their cost/time efficiencies over ad hoc research. But do those advantages still hold when compared to the potential of AI synthetic data/respondents? …
Read MoreThe overarching theme of IiEX NA 2023 was the rapid rise of AI and its potential to disrupt the MR Industry. Quickly, the narrative for AI has changed from, “Will it disrupt?” to “To what extent will AI disrupt MR and how quickly?”. Most folks are betting on “extensive” and “this year”. The impact of …
Read MoreAI (ChatGPT, et al) is set to disrupt the Market Research Industry. A recent joint academic study (Princeton, Penn & NYU) with the sexy title “Occupational Heterogeneity in Exposure to Generative AI” listed MR in the top 10% of industries threatened by AI (75th out of 750). Looking for more causes for concern, On Monday …
Read MoreIf you want to achieve maximum efficiency, every member of your research team needs to stay in their lane. At KLC, we’ve always felt that means allowing our clients do what they do best, which is provide great research. Today, most community providers are tech oriented (i.e., DIY, SaaS). With an emphasis on scalability, their …
Read MoreMembers typically join an insights community because of their interest in the brand or the product category (for blind communities). This interest is the hook that drives initial signup. Once recruited, community members are typically treated to a passive, reactive experience. They are asked to participate in research projects without the courtesy of explaining how …
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