Using AI to gather customer insights

The market research and insight industry will soon undergo a public test of its potency. In two weeks it will predict what it believes will be the outcome of the general election. Already under fire for failing to predict the outcomes of both the UK referendum and the US presidential election, you'd forgive top polling organisations for being nervous. The general election, however, is not the biggest challenge facing the market research industry. Insiders say market research agencies are slowly waking up to a much greater threat.