Published by Ray Poynter, 9 February, 2023
NewMR has conducted a study to assess how market researchers view the future impact of AI and Automation. You can download the report by clicking here. The study repeats most of the questions we asked in 2021, allowing comparisons to be drawn.
The three main points that we can see in the data are:
- People expect AI / Automation to have a big impact on quantitative research and the coding of open-ended responses, and a smaller, but still substantial, impact on qualitative research.
- People can see the speed, cost and efficiency benefits, but many of them worry that quality could suffer, especially if the human element is lost.
- The views expressed in 2021 are remarkably similar to those reported in 2023 – which means the market feels that the impact of AI and Automation as far away as they were two years ago.
My feeling is that that study (the average view of the people we spoke to) understates the likely speed of the impact of AI and Automation.
As part of the analysis we used Word Cloud Plus to kickstart our analysis of the open-ended comments, as shown below. Which highlighted the belief that most of our research participants, felt that the human element is still going to be necessary and there were several potential negatives, mostly relating to quality.
Remember, you can use Word Cloud Plus for free to generate your word clouds.
