How is AI Changing the Market Research Industry? - The AI Journal

Market research has used statistical methods to analyse people's opinions for many decades. These long-lived data sets and research methodologies have made the industry reluctant to change, as consistency is vital to the proposition. However, market research must change as people's lives and behaviours change: becoming more digital, more spontaneous and always-on, more glued to mobile phones, and competing for attention with social media and mobile games. The pandemic has only accelerated these disruptive trends as face-to-face contact became impossible and people's day-to-day behaviour drastically changed. Building AI models is one way of rapidly adjusting to this new world, as they can address the collection, verification and analysis of digital data.