Expert Q&A: Tech and AI Market Research Trends

The integration of Artificial Intelligence (AI) and advanced technologies into market research practices sparks a blend of both enthusiasm and caution among industry leaders. To embrace this dialogue, we hosted a panel of experts for our Sago Vision ’25 session, “Igniting Innovation: Exploring the Intersection of AI, Tech, and Market Research Realities.” The speakers included Matthew Geary, Director of Research and Insights at Lenovo; Rick Kelly, Chief Strategy Officer at Fuel Cycle; Raj Manocha, Chief Client Officer at Sago; and Carlo Marcelino, Chief Technology Officer at Sago.

This Q&A offers you insights into the world of AI, technology, and how they’re utilized in the current market research landscape to pave the way for a successful future.

How does the market research industry feel about AI?

AI is a highly effective market research tool but is not a universal remedy. It’s crucial to assess the circumstances of AI application and utilize it to amplify, rather than replace, human insight. There is an increasing trend toward adopting AI tools, but it’s important not to apply AI without a deep understanding of the actual research challenges. The concept of ‘theory-crafting’ is also vital. Theory crafting is when you try to maximize strategy based on the mechanics of something. In this instance, it involves thoughtful integration of AI and where it belongs in existing business strategies.

“It’s not just about throwing AI at the problem; it’s about really understanding what the problem we’re trying to solve is and then working backward to solve that problem.” – Rick Kelly

How can companies balance technology and human insights in research?

Achieving harmony between technology and human understanding demands a thoughtful strategy. First, identify the key issues that technology can address to steer your decisions effectively. Organizations need to recognize their stakeholders’ needs and ensure that technological solutions support rather than replace human expertise. It’s essential to manage expectations regarding the capabilities of new technologies, especially when comparing them with traditional methods, and researchers should work to strike a balance between speed and depth in analysis.

What are the limitations of technology in understanding context and nuance in market research?

Despite its process-streamlining capabilities, AI often falls short in fully grasping context and nuanced details crucial to thorough research. While AI does currently have some limitations, expected advancements hold a strong chance of overcoming these challenges. There should always be a degree of caution exercised against automating flawed or inefficient research processes as it can exacerbate the issues that already exist. Taking the time to comprehend the unique requirements and functionalities of the technology before fully incorporating it into research practices is essential for success.

“It comes down to a balance. It’s very much about the data and identifying places within your process where nuance is critical.” – Matthew Geary

How can researchers ensure insights derived from technology maintain their relevance and depth?

To maintain the quality of insights in the age of rapid technological integration, researchers must evaluate the context and quality of data processed by AI critically. It’s important not to rely solely on AI for generating new insights, as this could potentially lead to superficial analysis. We must embrace technology as a supportive ally, without compromising valuable knowledge and detailed examination.

“I think one of the things we’re really leveraging right now is how to access or leverage our own clients’ data for their own benefit, for faster insights and harmonizing qualitative and quantitative data that I think historically has taken quite a bit of time and, and boiling it down to now a return in hours.” – Carlo Marcelino

What challenges do companies face in relying on technology for market research?

One significant challenge is the potential overreliance on technological solutions, as the market is filled with tools that claim to overhaul research processes. To truly benefit from what technology offers, we must first pinpoint the real weaknesses in our current processes and see if new tech solutions genuinely tackle these issues. Carefully evaluate different technologies to discover which ones truly boost efficiency and which might complicate existing workflows.

In conclusion, although AI and technology bring exciting advancements to market research, it’s essential to approach their use thoughtfully and with awareness of the context. Striking a balance between technological tools and traditional research methods is the key to providing deeper insights and upholding the integrity of your research.

Want more? Watch the full session below