The 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 MoreLet’s discuss something which everyone in the world finds fascinating at this moment– AI Contrary to the popular belief that we must choose between AI and traditional insight communities, at KLC. We believe that our tried-and-true insights communities aren’t being replaced by AI, but are actually finding an amazing new dance partner in this technology. Remember …
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 MoreI love that lead-in quote and not simply because I’ve been a vinyl record enthusiast and collector since a guy named Reagan lived in the White House. I also love it because I’m a HI (Human Insight) enthusiast and embracing life’s surface noise is critical in the pursuit of human insight. Given the current state …
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 …
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