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Assisted Intelligence: how smart machines will turbocharge tomorrow’s researchers
The document discusses how AI will significantly enhance the capabilities of researchers in market research, focusing on five key areas: improved data collection and analysis, embedded insights, expert enablement, customer strategy, and human empathy. It emphasizes the transformative impact of AI on market research processes, leading to greater efficiency and deeper understanding of customer needs. The future is presented as a time where AI-driven capabilities will lead to increased research volumes and a shift in research activities outside traditional teams.
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Assisted Intelligence: how smart machines will turbocharge tomorrow’s researchers
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- 28. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research28CLIENT CONFIDENTIAL AI improves data collecNon, processing, analysis and reporNng for surveys and qual research • Reduced fraud on panels • Better predictive models Guided insights Automated visualisation
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- 30. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research30CLIENT CONFIDENTIAL Research tools Customer Experience Digital AnalyEcs Brand Management Product Management
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- 34. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research34CLIENT CONFIDENTIAL Growth in specialised plaUorm management and analyNcs roles • Social listening • Digital analytics Customer experience management Customer / audience panels
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- 36. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research36CLIENT CONFIDENTIAL More need for experts in customer- centric strategy and planning • Source- agnostic analytics • Domain expertise Commercial / financial strategy Cross- functional leadership
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- 38. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research38CLIENT CONFIDENTIAL AI will drive an increase in demand for deep qualitaNve human understanding • Ethnograph y • Customer closeness Human factors User experience research
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- 42. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research42CLIENT CONFIDENTIAL Price per million lumen-hours £GBP Look at what happened to arNficial light … UK consumption of lighting (bn lumen-hours) Source: Seven Centuries of Energy Services: The Price and Use of Light in the United Kingdom (1300-2000), Fouquet & Pearson, Jan 2006
- 43. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI inMarket Research43CLIENT CONFIDENTIAL Unit cost of research activities Total volume of research This is a great Nme to be working in research volume unitcost time
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- 47. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward directory & thoughtleadership software & data platforms for research & analytics insight & strategy consulting for research teams, agencies & technology firms Mike Stevens mike@whatnextstrategy.com
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