May 25, 2023
Read time: 4min
May 25, 2023
Read time: 4min
The rise of generative AI brings with it a wave of questions about job loss and disruption in almost every field, including the market research field. And that’s fair enough: automation has disrupted jobs profoundly in the past, and Goldman Sachs recently reported the unsettling statistic that two-thirds of occupations in the US could be partially automated by AI. So what does that mean for your job as an insights professional?
Even the writers of Goldman Sachs’ recent report point out how there’s still much uncertainty about how generative AI will affect the job market. They write that not all automation directly translates to layoffs. Most jobs are only partially exposed to automation, “and are thus more likely to be complemented rather than substituted by AI,” the report says.
There’s huge potential for generative AI to augment rather than replace market research jobs. Insights professionals are already overwhelmed by too much data, too many stakeholder questions, and too little time to focus on priority research that leads to high-impact business decisions.
Generative AI can shift the role of insights professionals by freeing up valuable time for serving their organization’s strategic knowledge interests. If market researchers can leverage generative AI for consumer insights, they can supercharge their efforts and drive better business outcomes.
But the key is human expertise combined with artificial intelligence. Market researchers possess irreplaceable gut instinct and experience they can combine with generative AI tools to refine and curate knowledge, hypotheses, and ideas faster while giving them more time for collaboration and innovation.
With generative AI helping market researchers significantly cut the time they spend on some tasks, the typical market researcher role may naturally shift to more strategic work. This move the business forward faster and even materialize as a competitive advantage.
In our recent DeepSights Launch Event, Insight Platforms Director Mike Stevens discussed how certain insights responsibilities might look different after integrating AI tools. Here are some ways generative AI will enhance market research jobs:
Using AI to generate quality answers, and leveraging tools made for insights professionals, will become an essential skill for market researchers. AI can free up time-strapped insights professionals’ time to drive better business outcomes. If you’re a market researcher, knowing how to combine your unique knowledge and experience with the power of AI tools will make you an asset to your organization.
Learn how Philips deployed generative AI across their enterprise consumer insights function and compared our…
Mars Wrigley recently announced their goal to achieve Net Zero greenhouse gas emissions across their value chain…
As the pandemic catapults the world of ecommerce ahead in record time, there’s no shortage…
NOTE: This case study was written in 2021. It may mention certain product features or…