Essential Skills - Have You Got Them?

Michael Wagstaff • 1 December 2023

Evolving market research skills in the AI era

Introduction

The landscape of market research is undergoing a paradigm shift, driven by the relentless advance of artificial intelligence (AI) and data analytics.


As these technologies become integral to the field, they are redefining the skills required for effective market research. This article explores the emerging skillset market researchers will need to thrive in the future, contrasting these with the traditional skills that have dominated the field until now.


Traditional Market Research Skills

Traditionally, market research has revolved around skills like:

  1. Survey Design and Implementation: Crafting questions that elicit valuable responses.
  2. Focus Group Facilitation: Engaging directly with a target demographic.
  3. Data Collection and Basic Analysis: Gathering and making sense of consumer data.
  4. Communication and Reporting: Translating findings into actionable insights for stakeholders.


These skills have been the bedrock of market research, emphasising direct interaction with data and participants.


Emerging Skills in the AI-Driven Era

As AI and data analytics reshape the field, the skillset for market researchers is evolving:

  1. Data Science and Analytics: Understanding and leveraging complex algorithms and data models.
  2. AI Literacy: Comprehending how AI can be used to automate and enhance research processes.
  3. Advanced Statistical Analysis: Moving beyond basic analysis to more sophisticated statistical techniques, often aided by AI.
  4. Data Visualisation and Interpretation: Translating complex data sets into understandable and actionable formats.
  5. Tech Savviness: Adapting to and utilising new tools and platforms that incorporate AI and analytics.
  6. Ethical Considerations and Bias Recognition: Ensuring AI-driven research is conducted ethically and is free from algorithmic biases.


The Shift: From Manual to Machine-Assisted

The key difference between traditional and future skills lies in the shift from manual, direct methods to machine-assisted, indirect techniques. While traditional skills focused on human-led processes, future skills will require researchers to effectively partner with AI and analytics tools. This doesn't diminish the value of human insight but rather augments it with the speed, efficiency and depth that AI offers.


The Human Touch in an AI World

Despite the tech-centric future, the human element remains crucial. Skills in understanding human behaviour, empathy and ethical considerations are more important than ever to ensure that AI-driven market research remains grounded in human context and ethical standards.


Continuous Learning and Adaptation

The rapid evolution of AI and data analytics means that continuous learning will become a necessary skill in itself. Market researchers must be agile, willing to update their skill set, and adapt to new methodologies and technologies.


Conclusion

The future of market research is a blend of AI and human insight. As we step into this new era, market researchers must evolve, embracing new tools and techniques while retaining the core principles of understanding consumer behaviour and ethical research practices.


The fusion of traditional skills with AI and data analytics competency will define the successful market researcher of the future.

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