For researchers and insights teams, it’s not news that clients’ expectations are growing, seemingly by the day. Traditional Market Researchers whether in-house or within agencies are under immense pressure to deliver their results faster and cheaper.
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The good news of course is that automation and AI help enormously with this. The less good news is that this help fuels even greater demand for immediate insights.
Already two major elements of research – operational and cognitive – are well on the way to part or full automation with only creativity still really separating people from technology.
Market Researchers have always been adept at automating process. Remember paper scanning? But now, there are some key differences in the approach and impact:
- AI is not confined to a single stage of the lifecycle
- Researchers can focus attention elsewhere and specialize
- The death of the silo (hopefully!)
While research will continue without traditional ‘researchers,’ the future for creative research professionals to think more high-level and holistically is bright. These new professionals will be overseeing elements, designing new methodologies, advising and working with clients as a partner, not a data source.
The role of the insights professional is changing, but it’s not a bleak future. Evolution is critical, but extinction is not inevitable!