The future of research isn’t AI vs. humans—it’s smarter methods, better insights.
I had the pleasure of listening to this discussion, and I am happily surprised by the optimism for the future of research. While AI was a big topic, the focus was more on how researchers are using technology to break down some of the arbitrary barriers between research methods to create new ones better suited to the world we currently live in.
Much of the conversation around AI is alarmist and nihilistic. It will replace all human researchers and participants, or it is a useless echo-chamber that will serve no true purpose. I think, as with most things, the truth about the use of AI in the future of research is that it will land somewhere in the middle.
"Robots will take our jobs" is a common reaction when new technology is introduced—when ATMs were first rolled out in the 1970s the assumption was that bank teller roles would be eliminated but the inverse happened and demand for bank tellers increased (read more about it here... its fascinating: https://lnkd.in/g2jTRsde). And I expect the same for research. How we work and what we study will likely change, but the need for research is not going anywhere.
What we need to do is get better at communicating the true value of research to the ones with the checkbooks. My pitch is that research is a fundamental tool that I use to make my strategic storytelling more believable and actionable.
What do you see as the value of research in 2025 and beyond?
Looking forward to chairing a discussion about the Future of Research tomorrow, hosted by Nostos Network.
I'll be joined by the amazing:
Jennifer Airey, Founding Partner, Heart + Mind Strategies
Lynne Doner Lotenberg, SVP, Communication Campaign Research & Evaluation, ForsMarsh
Natalie Mbogo, Co-Founder + Chief Strategist, VYTAL
Zontziry Johnson, Head of Research, Knit
Dave Burg, Co-founder/Managing Partner, Sheperd
This is a pivotal time for Market Research and I can't wait to hear their perspectives on AI and beyond.
#consumerinsight
#futureofresearch
#marketresearch
Kommunikator & Stratege bei Siemens Digital Industries Schweiz
4moI'll keep this in mind Greetings from Zurich