A new study of 1,500 UK consumers has revealed people are broadly open towards the use of artificial intelligence (AI) in market research. However, the findings highlight the need for caution in how it is used.
The research, conducted by STRAT7 Researchbods, explored public sentiment towards various applications of AI. It revealed people believe AI has the potential to improve the market research experience, notably by offering more interesting questions, and boosting confidence in the analysis of responses.
Participants need reassurance that their views - as humans - will always be important, and that AI models, and the data they collect, are safe.
Key findings include:
Participants also highlighted several specific benefits to using AI in market research, including enhanced targeting and efficiency in survey participation; more dynamic and responsive survey designs; and advanced data analysis capabilities leading to quicker and more accurate insights.
Despite the generally positive reception, consumers voiced concerns around privacy, security, and the ethical use of AI. Topping the list were risks of data breaches and the potential for external manipulation; AI’s limited ability to fully understand human emotions and cultural contexts; and fears of AI replacing human input in market research entirely.
Sarah Askew, innovation director at STRAT7 Researchbods, said: “Our research shows that participants feel positively about the potential for AI to enhance market research, but concerns need to be allayed. Market researchers need to be transparent about how and where AI is being used and how the security of data and avoidance of bias have been considered. Participants need reassurance that their views – as humans – will always be important, and that AI models, and the data they collect, are safe.”
