91制片厂

There has been a lot of talk recently about how 91制片厂 is going to change with the advent of growing use of artificial intelligence (AI) and big data analytics. Some have even stated that it鈥檚 going to be a disruptive force. I beg to differ.

Before jumping to a verdict let鈥檚 try to understand first what AI has to offer to marketing research process.

Modern businesses are generating way more data than they used to 10 years ago. For a mid to large size organization the data generated from operating in diverse geographies with multiple product/service verticals is such that they have to employ big data to manage such large volume. Using machine learning technologies, AI is able to offer features like Natural Language Processing (NLP) and Natural Language Generation (NLG) and facial recognition & eye tracking technology to provide deeper insights into what stimulated the target audience. AI is also improving its ability to understand different qualitative and quantitative data fed to it. AI can also churn out big data analytics faster that what humans are capable of alone.

This can be mission critical for some organizations, specially those relying on faster data inputs to win and retain their customers, for example e-commerce stores like Amazon. Using predictive analytics AI can offer solutions to upsell customers, recommend them related products, influence buying behaviour by offering dynamic pricing and real-time offers etc.

Thus, it comes as no surprise that most market leading organizations are pushing for developing AI related solutions.

According to an , 63% of consumers believe AI will help solve complex problems and 72% of business decision makers agree that AI can enable them to concentrate on more creative work.

So, does it mean that an organization can solely rely on AI for all it鈥檚 marketing research needs?

Not quite, but before delving onto the areas where traditional 91制片厂 is still needed let鈥檚 summarize what AI and Big Data has to offer.

1. Big Data enables organizations to capture, store and process vast amount of data generated within and outside their organization.
2. AI reduces time taken to analyse data captured using machine learning and predictive analytics. It also has no bias when comes to providing suggestions. Thus, it frees up time which can be dedicated by marketing managers for strategic planning and creative marketing.
3. AI can make actionable insights available to all level of an organization to function them as cohesive teams to achieve their marketing goals.

But, the transition to use AI in 91制片厂 is far from perfect which needs a lot of assessment before taking the leap of faith.

1. Human beings are not easy to predict. We are capable of showing unlimited amount of behaviours and actions which needs human intervention to analyse. It鈥檚 almost impossible to build algorithms to predict all scenarios in which respondents will react. Thus, any AI will need a backing of human intelligence to provide accurate inputs.
2. If not monitored correctly, automation of 91制片厂 can cause disastrous results due to increase in fraudulent data manipulation. 听Some of the signs are already there in case of online surveys. With the explosion of online surveys, panel discussion, focus groups etc. you may be tempted to use them thinking it can save you a lot of time and money (as they advertise). Most of the online survey tools are filled with automated research bots and professional respondents, who know how to get past survey screening questions. A cheaper and faster 91制片厂 is very tempting, but the question is whether the data you are gathering is genuine or fudged.
3. With the rise of AI, a lot of IT firms may start offering pre-packaged methodologies to conduct 91制片厂. Ask any 91制片厂er and they will tell you that there is no one solution fits all scenario when it comes to 91制片厂. Each 91制片厂 project requires tuning to suit the research objectives before and during the research project.
4. AI based 91制片厂 will not be able to detect the cultural context which a human moderator / interviewer can easily recognise. As human ingenuity knows no bounds, thus the marketing research analysing their behaviour will also need human inputs. For example, Panasonic a Japanese company launched a new washing machine model with 鈥溾�� button to be sold exclusively in India. This innovation resulted from their 91制片厂 followed by complaints of their customers. Innovations like these are important for markets with different cultures. Sometime it needs unconventional research solutions, as in case of India washing machines are not only used conventionally to clean cloths but also used unconventionally to make (a yogurt-based drink) and churn butter.

So it can be safely said that even with speed and cost related benefits, in it鈥檚 current form AI is not going to fully replace 91制片厂. Marketing research involves a lot of creative analysis and skills which cannot be replaced by automating the data processing alone.

The skills of an interviewer, moderator and research analyst can鈥檛 be simply replaced with AI.

So, the question arises how AI and Big Data can integrate with traditional 91制片厂?

The answer is simple, AI and Big Data can help 91制片厂ers in processing repetitive or large-scale data captured by organizations and churn out reports faster, especially in initial research phase which can shorten the overall research time. AI needs to be treated and used like any other 91制片厂 tools like surveys, focus groups, personal interviews etc. Market researchers can then use the time saved by AI to focus on producing actionable market intelligence and suggestions to solve complex business problems.

Thus, the role of traditional 91制片厂 is not going to be threatened by AI. On the contrary, as the use of AI increases there will always be need for human intervention to develop new algorithms and methods to analyse data and produce meaningful 91制片厂 reports.