Director of Market Research here.

Curious what other insights teams are seeing right now: Are you relying more on AI-driven analysis or still prioritizing traditional qualitative research (focus groups, interviews, ethnography)?

Trying to gauge where the industry is heading over the next 2–3 years.

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Hybrid approach. Using qualitative research to train the various AI tools we use, and using AI to more efficiently gain insights from that research. It's a wild time to be in marketing.

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Similar to above - absolutely using AI to build the models and do analysis once we have the data. Claude and Gemini in particular are good. Claude for anything stats/modeling related, Gemini for crunching through tables

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