Advances in computers, technology, sensors, scanners, artificial intelligence and automation are all notable concepts that are being discussed any time I attend a conference.
I feel individuals are somewhat worried by computers and automation in the world of market research. However, there are some really cool jobs on offer in the technology world and if you’re excited by robotics or Artificial Intelligence then check out a number of different roles that Research Talent Hub are advertising.
To answer my question is actually a difficult task because the market research industry already uses technology that is changing the way we work. From data collection and analysing data to even interpreting data and information. A whole project can be partially or fully automated allowing the research to be conducted more quickly and cheaply.
So much new technology is entering our space at the moment, it’s not only a challenge to keep up to date with developments from market research agencies but also for technology start-ups who are entering the market as new heads.
Some may say, start-ups are not helping the sector to develop, however, I completely disagree because the more technology is used, the more advanced it will become and this will only encourage other agencies to follow suit and develop new methodologies.
My personal opinion is that human intelligence will never be lost and I feel that computers should only be viewed as another tool to enhance the market research offering, not a replacement. The speed of change in the use of computers in market research is rapid, however, I feel at the moment, humans and computers will work together so brands and clients can benefit from accuracy, pace as well as creativity and feel from a person.
Whilst computers and automation are big players within market research, it’s important for any industry peer to have a personal brand that can set them apart in comparison to technology and other individuals. You can find my best top-tips for developing your personal brand here that has helped me to travel the world as a market researcher and blogger.
Do you feel computers will replace the curious mind?
Personally I don’t think computers will replace the curious mind within the market research industry, however, I do feel job roles and descriptions will change significantly in the next 3-5 years.
Many generic market research roles will be very different because of some of the points I have previously mentioned.
In 3-5 years we may actually see less pure market researchers moving into research roles, but technology experts.
Overall, let’s not forget that the use of technology and computers is actually helping us as market researchers to get closer to our research participants, whether that’s in the UK or overseas, to better understand their lives, their needs and habits. It is then still up to us as humans to make recommendations based on the research we have conducted that will hopefully be used to make an actionable change on the bottom line. This is one of the areas where technology cannot actually help human researchers in making reliable recommendations.