AI tools summarise open-ended responses from mystery shoppers, highlighting customer sensitivities and providing detailed insights. Combining AI with human analysis ensures comprehensive and accurate reports for clients.
Artificial intelligence has become a prominent topic, impacting science, society, and daily routines. Recently, many businesses have implemented AI to enhance recruitment, sales, communication, marketing campaigns, and data analysis. AI has also entered the market research industry, revolutionising methodologies, and approaches.
AI to improve the market research
In today's dynamic corporate environment, intelligent market research is crucial. Conventional techniques, like in-person focus groups and manual data processing, are time-consuming. AI-driven technologies can significantly improve market research capabilities, providing rapid and comprehensive insights.
Effective use of AI in market research includes:
- Analysing large volumes of qualitative data quickly through natural language processing.
- Identifying high-value customer segments with predictive analytics.
- Creating automated, engaging focus groups with AI moderators.
- Customising surveys with natural language generation technology.
- Collecting qualitative data via chatbots in messaging apps.
Cons of Leveraging AI
While AI offers powerful tools, over-automation without human oversight can lead to inaccurate insights. Researchers must critically evaluate AI-generated insights within the industry context to ensure accuracy and relevance. Adopting AI is essential for staying competitive in a changing market. AI's transformative qualities enable dynamic, immediate, and detailed research.
AI and mystery shopping
HS Brands and its team are no exception. We clearly understand all the benefits AI can bring while working with massive data. We utilise AI to streamline the handling of extensive data from global customer service feedback. With thousands of monthly audits, AI tools help summarise open-ended responses from mystery shoppers, capturing customer sensitivities and providing detailed insights efficiently. Combining AI with human analysis ensures comprehensive and accurate reports, optimising project timing and execution while delivering rich, insightful feedback.