The advantage of Artificial Intelligence in market research

An issue across every sector, from market research to employee engagement and government relations, is how to truly understand large groups of people across political, geographical, and cultural divides and amplify their collective voice. This problem is intensified when challenging issues arise and sending out a survey doesn't provide the opportunity to discover what you don't know to ask. On the other hand, focus groups don't represent enough people to justify action. We've come a long way in learning how to better understand massive groups of people utilizing artificial intelligence (AI). This piece outlines key advantages of AI in market research resulting from my work with a number of organizations facing the challenge of transitioning from traditional market research to modern representative intelligence; that is intelligence capable of engaging, understanding and authentically representing massive groups of stakeholders (customer, employees, citizens, etc.).