Artificial intelligence (AI) is revolutionizing the gathering, processing, analysis and display of information, and there is no other discipline like market research to benefit from and be enriched by its many contributions. A revealing transformation is taking place in audience understanding and, therefore, in strategic decision making, as the capabilities of various artificial intelligence solutions bring undeniable added value.
DATA PROCESSING. The power of AI to rapidly analyze huge data sets in real time reveals patterns and trends previously unknown, strengthens predictive analytics and helps to perform very precise segmentations of different target audiences. Artificial Intelligence enables market research to approach market understanding from a much more accurate and detailed perspective.
CUSTOMIZATION. This very precise segmentation of different audiences (and in real time!) translates into a deeper understanding of their behaviors, desires and needs. And this is where the contribution of market research offers strong elements of judgment to offer much more personalized experiences and facilitate more informed, dynamic and assertive decision making.
As a market leader, we interpret the contributions of Artificial Intelligence as ‘something more’ than data collection and analysis as it has never been known before… At FOCUS Marketing Research South West Europe we understand that AI does not replace any of the functions that market research has been performing, but rather complements and enriches its work, since the automation of certain processes unleashes the creative potential of industry professionals, generating even greater added and differential value for FMCG companies.
