The 21st century is a time when many solutions based on technology and computing that our parents and grandmothers could only dream of have materialized. However, the result of their existence does not seem to be the utopia that was imagined decades ago. Market Research is not alien to this reflection. Although many processes in our segment are faster and more efficient today, there are areas in which there is still restraint in applying some tools.
In the past we have already talked about Artificial Intelligence and its emergence in our discipline. However, back then we were still in an early stage of its appearance and there were aspects that could be improved. This is natural and is expected to occur in most innovations because they have a learning curve and appropriation by people. Now from a distance we can list four aspects on why they still cannot completely replace market analysts.
They are a tool. People who are dedicated to documentary research use a myriad of means to best achieve their objectives. Computers were a giant leap for many researchers as they allowed them to edit texts and analyze databases with an ease and speed never seen before. Now, these same machines offer substantial improvements when it comes to finding data and expanding possible hypotheses to satisfy a need for knowledge of brands and people.
They are perfectible. In general, we think that digital is perfect or that it has so few and small flaws that they are unnoticeable. This can be refuted when blunders occur such as the most recent patch update of a software from a well-known virtual security brand that stopped the activity of multiple companies and work centers. Computer solutions are as susceptible to mistakes as their programmers and users.
They require human review. Much has been said about the errors made by artificial intelligences when answering questions. This can be confirmed by professors and researchers who have had the opportunity to use basic and/or free versions. It is also known that some have locks to prevent them from answering certain questions. Just as it happened when we adopted web search engines, we must have a broad criterion to distinguish between true data and information from those invented.
Questionable authorship. Many content generators have raised their voices against the production of results from Artificial Intelligences. Unlike people who nourish our skills and imagination with life experience, artificial intelligences require content created by human beings to feed their learning processes. The problem is that these contents can be protected by copyright. For now, the temporary solution is to assume that the AI product is in the public domain, but this may change soon.
Definitely, all advances in technology and computing have two sides. Not seeing both sides can make us lose the opportunity to use a means to further increase our efficiency and increase our quality of life along the way. Once its scope and potential applications are understood, Artificial Intelligences become another tool that enhances the performance of Market Research studies.
At Acertiva we are always looking for innovations in our sector to make them available to you. Thanks to our more than two decades in LATAM, we can bring you a team of analysts and strategic allies to meet your goals. If you have a project in the works, get in touch with us. We will respond with the way in which together we will make your next success story a reality.
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