New publication explores AI's ongoing influence, potential
and transformative impact on the industry, as well as the need for
ethical, sustainable, human-led practices
AUCKLAND, New Zealand,
Aug. 6,
2024 /PRNewswire/ -- Infotools, a global leader in
market research analysis and reporting solutions, has released a
new paper in its Space to Think series, "The State of AI in Market
Research." The new publication explores conversations taking place
surrounding AI in the market research industry, drawing on expert
viewpoints from the company's podcast, Now That's Significant, and
other sources.
"Joining the AI conversation and monitoring its application is
crucial for market researchers," said Horst Feldhaeuser, Group
Services Director of Infotools. "AI can enhance our capabilities,
but we must balance this with the need for human oversight,
creativity, and critical thinking. It's vital for market
researchers to understand and leverage AI while understanding its
challenges and possible pitfalls. This paper provides valuable
insights and strategies to navigate these complexities."
The State of AI in Market Research touches on the history and
evolution of AI; the overall environmental impact of AI; the
opportunities and challenges it creates in the insights sector
industry; and the critical balance between AI and human
intelligence in market research. It underscores the importance of
human involvement in AI-driven processes to ensure ethical
standards and data integrity.
The paper provides:
- A brief history of AI and its current applications, both within
and outside the market research industry, and the need for
continuous learning and adaptation.
- An overview of how AI is creating efficiencies by automating
labor-intensive tasks, enhancing data analysis, and providing
real-time insights.
- Perspectives that illustrate the acute need for human
oversight, creativity, empathy and critical thinking.
- A look into the challenges surrounding AI adoption, such as
data quality, bias, privacy, and transparency, as well as its
significant impact on the environment and sustainability
goals.
- Practical advice on evaluating AI solutions, adhering to
industry standards, and viewpoints surrounding maintaining
transparency and ethical standards in AI-driven research.
The new paper brings together recent expert conversations on AI
that encourage market researchers to embrace AI thoughtfully and
strategically, enhancing their ability to deliver deep, actionable
insights while upholding ethical standards and sustainability.
Download here:
https://web.infotools.com/the-state-of-ai-in-market-research
About Infotools
Established in 1990, and with a
presence in the United States,
Europe, Australia, and New
Zealand, Infotools was founded on the belief that curious
minds shape the future. Through its powerful investigation and
reporting platform Harmoni, the company gives organizations the
ability to ingest complex market research and consumer data;
produce meaningful insights through iterative analysis; represent
significant findings with beautiful visualizations; and influence
key stakeholders with compelling dashboards. Infotools works with
some of the world's best-known brands, including Coca-Cola, Shell,
Orange, Samsung, and Mondelēz. Visit infotools.com, check out the
podcast at infotools.com/now-thats-significant-podcast, or follow
them on X via @infotools.
Media contact: Marie Melsheimer,
381393@email4pr.com, +1-541-815-3951
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SOURCE Infotools