Marketing researchers redefine their role
Editor’s note: Steve Phillips is the co-founder and CEO of market research platform Zappi.
As AI technology continues to evolve, researchers – particularly those within consumer insights teams – are emerging as the driving force behind its adoption and integration within businesses. This shift transcends mere technological adoption; it marks a fundamental change in how data is managed, interpreted and leveraged to drive strategic decision-making.
A recent report, "The Connected Insights Imperative," (registration required) developed by Zappi and the American Marketing Association, reveals a notable trend: over 35% of insights professionals strongly believe in the critical importance of AI for harnessing consumer data. This enthusiasm surpasses that found among marketing professionals, underscoring an important trend: researchers aren’t just adopting AI more quickly; they are also leading initiatives that are central to unlocking new levels of consumer understanding and influencing broader business decisions.
Historically, the research industry has often lagged other disciplines in adopting new technologies. This cautious approach has sometimes limited the growth and influence of research teams within organizations. However, AI presents an unprecedented opportunity for researchers to redefine their role. Unlike previous technological shifts that were centered on software and platforms, AI is intrinsically tied to data – the very lifeblood of research. AI tools do more than just store and analyze data; they learn from it, generating new insights and creating outputs that were previously unimaginable.
For AI to be truly effective, it requires more than just data – it demands high-quality data. And this is where researchers shine. Their expertise in understanding and curating data positions them as leaders in the AI revolution. As businesses increasingly rely on data-driven decisions, the influence of researchers is expanding. In fact, our findings indicate that 69% of senior marketers now view consumer insights as "massively influential" in shaping business strategies, reflecting a growing recognition of the strategic value that researchers bring to the table.
AI set to revolutionize data management
However, despite their traditional role as data gatekeepers, researchers have often been sidelined by the sheer scale and speed required to process data, the disconnect between disparate data sources and the difficulty of sharing insights across departments. The promise of big data has often been difficult to realize, with organizations struggling to navigate massive data lakes and the persistent challenge of integrating data across functions. While technology has made strides in improving connectivity, true integration of data remains a hurdle for many.
As AI adoption gains momentum, it’s poised to revolutionize data management. AI’s capability to process vast amounts of data, coupled with its ability to learn and iterate, is driving a shift toward the centralization and systematization of data. Instead of operating in silos, AI promotes true integration, enabling a more holistic approach to data management. However, the success of AI initiatives hinges on the involvement of skilled researchers who can ensure that the data fed into AI systems is accurate, contextually relevant and properly coded. AI tools require more than just raw data – they need information enriched with the contextual knowledge that only experienced researchers can provide.
This underscores the essential role of researchers in AI integration – a role that’s increasingly recognized as organizations seek to maximize the benefits of AI. The report highlights that satisfaction with insights teams is significantly higher when they are viewed as strategic partners and when data is systematically connected.
How marketing researchers can maximize AI's potential across geographies and departments
To maximize the benefits of AI, researchers must adopt a global mind-set, connecting data across geographies and engaging with multiple departments and functions. This holistic approach ensures that all types of business data are considered, leading to more informed and effective decision-making.
Yet, despite these promising developments, there’s still work to be done. Our findings indicate that 59% of consumer insights projects lack systematic handling, signaling ample room for improvement. As researchers strive to overcome these challenges, they have a unique opportunity to elevate their visibility and influence within organizations. By spearheading discussions about AI, researchers can ensure that AI is not just on the CMO’s agenda but is also understood as a strategic tool capable of enhancing business effectiveness. Many CMOs currently view AI through the lens of efficiency – streamlining processes, reducing costs and speeding up operations. But with the right strategic application, AI holds the potential to significantly enhance decision-making, driving more impactful outcomes.
Researchers are uniquely positioned to lead this transformation. By guiding businesses through the transition from using isolated AI tools to adopting comprehensive AI-driven systems, researchers can help organizations fully harness the power of AI. This shift requires more than just technical expertise; it demands a strategic understanding of how AI can be integrated into the broader business ecosystem to drive sustainable growth and maintain a competitive edge.
As AI continues to reshape the business landscape, researchers will play a pivotal role in ensuring that organizations not only keep pace with technological advancements but also leverage them to make smarter, more strategic decisions. The future of AI in business is not just about adopting new tools – it’s about rethinking how data is used to generate insights and influence decisions. And in this new era, researchers are leading the charge.