I Am Not a Robot: The Importance of Humanising Insight

AI (or, artificial intelligence) is a topic which is becoming increasingly prevalent. Whilst it is becoming more common within the market research industry, I don't believe it can't totally replace a researcher and how we think and work (thankfully or we'd all be looking for new jobs!); and on top of that I don't think that it should. Companies these days are generating more data than ever before so, don't get me wrong, anything that makes our lives easier is great -- and as Helene Protopapas discussed the fact that AI can help speed up research is advantageous to us all. However, there are some reasons why I strongly believe that AI isn't the'produce insight' button we've all secretly been wishing for and that you still need a researcher to deliver the insight that clients want and expect. As Harmony Crawford points out, if you just give someone a load of numbers, they'll drown in them.