At MarketCast, we believe AI should amplify the voice of consumers in marketing research, not replace it.
Written by John Batter, Chief Executive Officer
AI is everywhere, with both major research firms and startups alike boasting about their AI expertise. They’re even rolling out new AI-powered research products that promise faster, better insights, often claiming to eliminate the need for human input entirely. This is magical thinking.
We believe purely synthetic AI research solutions are the wrong approach and will fall short of fulfilling AI’s promise for marketers. Although they may offer faster and cheaper research, they can produce wildly misleading—or even completely inaccurate—results if the models are flawed or the data is outdated.
When developing our Audience AI™ solution, we took a different approach. Instead of eliminating the voice of consumers, we made it the foundation of our models. Our data science team built our AI training set on a vast trove of consistently refreshed human survey and behavioral data. This lets us accurately predict how audiences will respond to a wide range of research questions, while capturing the subtle nuances of real human opinions – with speed and economy.
We view it as a win-win for researchers, technology, and consumers.
We’re excited about AI and believe researchers and marketers should be too. Together, we can eliminate many time-consuming tasks that bog down our researchers, work faster and more efficiently, and reduce costs. All while achieving more precise insights and preserving the invaluable voice of the consumer.
Learn more about MarketCast’s approach to AI in marketing research.