Is AI a Boon or Bane for Market Researchers? A Closer Look

AI is changing many industries, including market research. It helps manage projects, spot fraud, and get valuable insights more easily. But is AI truly beneficial? Do all market researchers find it useful?

Let’s see how AI affects market research.

How does AI Affect Market Research?

AI is making a big impact on market research, both positively and with some challenges. A recent survey by Qualtrics shows that 93% of market researchers see AI as a great tool to improve their work. They think AI will make their tasks faster and better. About 80% believe AI will make the industry better overall.

However, there are concerns about how AI might affect jobs. Here’s what researchers think:

• 26% believe AI will create new jobs.
• 35% worry that AI might lead to job cuts.
• 39% think job numbers won’t change much.

AI will likely handle routine tasks and complex data, but it might be different from jobs that need deep thinking or insights. For instance, jobs like Market Research Assistants and Statisticians might see more automation, while roles like VPs of Market Research and Ethnographic Researchers may not be as affected.

Researchers hope AI will create new job opportunities and help them learn new skills.

Are Market Researchers Ready for AI?

AI brings challenges to market research. Some researchers are adjusting well, but others are still figuring out how to use AI effectively.

• 52% of market researchers feel confident about their understanding of AI.
• 30% think AI will make a big impact in the next 10 years.

Now is the time for researchers to prepare and become skilled in using AI.

How Researchers Are Adapting to AI

As AI becomes more common in market research, professionals are changing their roles. Key adjustments include.

• Checking Accuracy: Researchers will focus on making sure AI data is correct.
• Career Changes: About 12% are thinking about moving to jobs in marketing or computer programming.

AI is likely to handle tasks like data cleaning and complex analysis, but jobs like designing surveys and making strategic recommendations are less likely to be fully automated.

Improving Surveys with AI

AI is also changing how surveys are created and conducted. It can automate making surveys and running them on different platforms. Researchers think that in the next 5 years, nearly 1 in 4 surveys will be done using voice assistants.

• 32% believe spoken surveys will be better for respondents.
• 26% think these surveys will give higher-quality data than typed ones.

However, AI-generated survey data might not always lead to better decisions. Good expertise is still needed to ensure high-quality results.

What AI Can and Can’t Do

AI is expected to be good at:

• Data Cleaning: 95% of researchers think AI will handle this task.
• Survey Localization: 86% expect AI to manage surveys for different countries.

Tasks less likely to be fully automated include:

• Making Recommendations: 98% of researchers want to handle this themselves.
• Writing Surveys: 82% believe humans should still write surveys.

AI: Friend or Foe?

Is AI your friend? Does AI pose a threat or generate new opportunities for you?

It is a never-ending debate. It is all diplomatic until we have proven use cases. 97% of researchers view AI positively, expecting it to enhance data accuracy and potentially grow the industry. While 3% see it as a threat.

What do market researchers believe?

AI has vast potential in market research. You should start using market research tools driven by AI for faster, better, and more accurate research.

OnGraph- Streamlining Market Research with AI Power

AI has great potential to enhance market research, but it won’t replace jobs that require deep thinking and insights. Researchers need to adapt by focusing on tasks that AI can’t easily do and by learning new skills to work with AI.

At OnGraph, we’re ready to help you make the most of AI in market research. Partner with us for better, AI-driven research solutions.

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