Artificial intelligence (AI) is slowly impacting all areas of the marketing ecosystem. The most recent? AI-powered surveys. These are surveys that use machine learning to engage with respondents in a chat-box like environment, and then manage a lot of the back-end data involved with implementing and reporting. Sounds like a dream come true for market researchers, but is it all it's hyped up to be?
The main benefits, for you and your respondents, fall under the category of open-response questions. AI platforms take over the tedious process of codifying a thematic analysis of the data, which can save your team a lot of time and help gain momentum in developing insights. The AI can also go one step further to categorize open-response questions by asking the respondent, in a multiple-choice format, if their response correlates to those of previous respondents— further categorizing your data. This process continues until the respondent has not only given their opinion, but also weighed in on the answers of the other respondents. Lastly, AI can take the open-ended responses and gauge their relative importance by providing a dimensional, psychographic view of the data, complete with confidence levels that are helpful when looking for hidden insights and opportunities.
At the end of the day, AI can help reduce the drudgery when conducting market research while creating a user experience that feels natural. It is important, though, to keep in mind that the informal nature of the session could produce less-detailed responses, and users will not experience the “promised” reduced survey fatigue if your questions are poorly crafted.
At Red House, we help businesses like yours develop efficient marketing research strategies that yield insightful results.
Read the source article on MarTech Today.
