Blog/Focaldata AI

Recently, our CEO, Justin, was invited to contribute to the third report by the Market Research Society (MRS) in a series exploring the impact of generative AI on market research. The purpose of these reports is to demystify discussions about AI and set them within the context of the business of research.

‍Download the report here

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In the past 12 months, generative AI has revolutionised market research, shifting from simple automation to more complex, end-to-end AI-driven research solutions. In his piece, Justin reflects on how AI is not only expediting processes but also enhancing data analysis, generating new insights, and transforming the way interviews and idea testing are conducted. Despite these advances, the human role remains vital, especially for nuanced decision-making and critical thinking—areas where human researchers excel.

“Since 2023, our AI interviewer has completed over 100,000 interviews with participants from more than 30 countries for clients such as Estée Lauder, Edgewell, MoneySuperMarket, and Virgin Media O2.”

Justin Ibbet, CEO of Focaldata

What you'll learn:

 • An introduction to Focaldata AI's co-worker – a system where users input objectives and constraints (like budget), and it executes the project as efficiently as a human.

• How generative AI is streamlining research processes and generating new insights across a range of real-world applications.

 • The growing role of AI-moderated interviews and its surprising popularity with participants.

 • The potential and limitations of AI in market research, and the importance of human oversight in complex, high-risk projects.

Download the report here

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