Researching the robot: A new era for market research?

Tara Watkins, Melike Dogan, Zach Levin, Dan Barnes and Dan Brilot

This article shares insights from the7stars collaboration with Differentology to explore AI’s potential benefits in media research, contributing to the AI vs. human debate.

The latest AI landscape

Lately, you can’t read the news or open a social media app without being bombarded with stories of AI advancement; some good, some bad. In the field of media research it is no different, AI has also seen vast growth. Most notably, AI is starting to be used to process and analyse large, unstructured data sets and to aid in survey creation. Many have now seen first-hand the ability of AI to efficiently produce, for example, a questionnaire from a few simple prompts.

There is still a good amount of uncertainty about AI’s implications. To truly...

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