As we’ve been discussing this year at AMC, the market research community is at a crucial turning point—with AI and research roles evolving quickly. The newly released “The Future of Insights” Report examines this emerging integration of AI into market research functions, and its growing capabilities. The report features insights from 15 industry leaders, and we will take a look at a couple of them here.
Oksana Sobol, Vice President Insights, The Clorox Company, highlights the transformative potential of data-driven, human-centered, AI-enabled insights in creating breakthrough business ideas—emphasizing that the future of this integration is already unfolding. Sobol presents two key use cases for generative AI in 2024: synthesis and ideation. GenAI is being used to synthesize vast amounts of data into cohesive stories, especially in knowledge management, where it enhances long-term value and ROI. The ideation process is also benefiting from GenAI, helping generate innovative ideas and connect data from different sources—promoting business growth. Sobol goes on to talk about how insights teams are shifting from gatekeepers of information to enablers who empower business partners to access consumer insights quickly and directly. To succeed in this evolving environment, she stresses the importance of data skills, a consultative mindset, and building team capabilities.
In “The Future of Insights” Report, Karen Kraft, Associate Director, Consumer Insights & Analytics at Johnsonville discusses the role of AI in market research from the standpoint of its potential to enhance data analysis—particularly in identifying themes in both qualitative and quantitative data. While AI is seen as a tool that can help researchers organize large amounts of data and make insights more accessible, Kraft expresses skepticism about synthetic respondents as they may rely on stereotypes. She writes that AI’s most useful role for our industry is in assisting human researchers to connect the dots and interpret data meaningfully. Kraft stresses that human-centric insights remain essential, particularly in consumer-packaged goods, where understanding human emotions and desires is key. We just recently discussed this in our blog, “Amplifying Retail AI with Shopper Insights for The Win!” AI can significantly aid researchers, but it’s ultimately the human touch that provides the deeper, emotional connection needed for effective consumer insights.
The theme of “The Future of Insights” Report from All Things Insights is that the future of our industry lies in the continued partnership between AI and human expertise. As shared by Sobol, Kraft, and the other contributing authors, AI’s role is not to replace human expertise but to enhance it—making data more accessible, streamlined, and actionable. The future of insights will be defined by a harmonious partnership between AI’s capabilities and the human touch, enabling deeper, more impactful connections with consumers and driving business growth.
