Using AI to analyse secondary research helps in identifying key trends and themes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 26, 2019, 2:52 AM UTC

Market researchers can use AI to identify and remove respondents that aren’t suitable.

This article highlights the role of AI in changing how businesses understand experience management (XM) and marketing research. The piece provides that 93% of market researchers consider AI as an industry opportunity.

Market researchers can use AI to review a larger segment of respondents and weed out those that aren’t suitable to determine the potential candidates. Brands can use techniques like tapping into social graphs and accessing blockchain information to eliminate bots posing as human respondents.

AI can also be used to combine operational data and the more recent experience data to arrive at insights. It can also reduce a company’s reliance on management consultants by conducting secondary research to help identify key trends and themes.

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