Spending on AI and cognitive systems is pegged to soar over US$ 55 billion by 2021, signaling the growing penetration of these technologies across various industries. You would be forgiven to think that the case would be no different with the market research industry, with quantitative market data giving way to deep customer insights. This, however, is miles away from reality. While there’s no denying that automation through big data analytics has certainly made rapid inroads in market research, it hasn’t quite led to a disruption of traditional research methods, and with good reason too. In fact, the human element that AI tries to replace is the key differentiator here, as at the end of the day, all goods and services are, targeted at humans, either directly or indirectly.
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