Over time, as technology progressed and the environment evolved, data capture moved to computer-assisted interviewing with the use of devices that field interviewers brought along with them from house to house.
The recent surge in the use of artificial intelligence appears poised to upend market research further. Will AI eventually replace market researchers? I think that this is possible if we think about those who do the most basic outputs of market research—data tables, charts and first-level analysis. For in-depth and customized reports that require creativity and deep understanding of people, culture and business, humans will always be required.
However, there are also downsides to all this. For example, for research that requires projection to the actual market, the classic representativeness of samples and the appropriateness of statistical tests being applied may be forgotten. Initially, the new may dazzle clients but without the required disciplines and expertise that will keep the market research grounded in true science, the hollowness of some of these new toys will eventually be found out, as business recommendations become misleading, unreliable and possibly even detrimental to the clients’ businesses.
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