On to Part 2! Here, we continue investigating some of the current challenges to the use of AI in market research as well as potential solutions.

While generative AI has already shown great promise in market research, we must be honest about its current limitations. While extremely helpful to insights professionals in certain use cases, we still need to be aware of challenges posed and how they can be overcome.

When addressing a business challenge, a mixed method research approach leads to more confident decision making.

At the crossroads of technology and philosophy, we find the concept of the "strange loop," a theory developed by Douglas Hofstadter, elucidating the paradoxical structures of self-referencing systems. When applied to the context of market research, this concept offers profound insights into not only AI research tools but also ourselves.

the recent conversation around “AI” tends to be about what is known as “generative AI.” The key feature of generative AI is that it turns input into content. However, what is “predictive AI” and how can both be used in market research?

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