AI – Help or Hindrance for Research?

Like most industries, artificial intelligence has become a powerful tool that’s transforming how marketing researchers gather and analyze data. But how useful can AI really be in the research process? Does it genuinely enhance project design and insights, or does it impede the process and lead to less accurate data? This is something that we’ve wrestled with at Evolve, and through our rigorous testing we’ve found some great ways where AI can help and it’s limitations.

The Undeniable Power of AI

AI has clearly revolutionized many aspects of our work. It has simplified complex tasks and fundamentally changed our operational workflows. This means faster turnaround times, innovative strategies to answer complex questions, and better insights for our clients.

For example, AI excels at transcribing and summarizing IDIs and focus groups, creating efficient documentation of qualitative research. It helps with ideating survey questions and moderator guide content. And it can process vast amounts of data in seconds—work that would take human researchers hours or days.

The Human Element Is Irreplaceable

Despite these capabilities, AI has a key limitation: it lacks human context and understanding. This becomes especially apparent when interpreting complex consumer behaviors, where human researchers are essential.

Human researchers bring unique qualities that AI cannot replicate, which is essential for human-centered research.

Our team at Evolve applies contextual knowledge, empathy, and critical thinking to research problems. We interpret non-verbal cues—subtle facial expressions, hesitations, and enthusiasm that often communicate more than words. These human elements are vital for understanding consumer motivations and behaviors.

AI Makes Mistakes

Anyone whose used AI knows that it’s sometimes wrong. In fact, AI can kind of be like that cocky know-it-all in the board room who, while smart, will sometimes present misleading or downright incorrect information with complete confidence and authority. The critical thinking and contextual awareness that human researchers apply is essential to avoiding reporting these costly errors.

I like to consider AI as a brilliant intern. Like a talented junior team member, it can boost your efficiency and help create better survey instruments and reports. It handles routine tasks quickly, especially the long and tedious ones, and if can offer fresh perspectives and guidance.

However, just as you wouldn’t entrust an entire project to even your best intern, you shouldn’t delegate complete research responsibility to AI. Strategic direction, nuanced interpretation, and actionable insight development still require experienced human judgment.

Finding the Right Balance

Effective marketing research requires human strategists and analysts. The best approach combines AI’s processing power with human insight and expertise. AI can process data and identify patterns, but humans must interpret what those patterns mean within the broader context of business objectives and consumer psychology.

That’s the recipe for success we’ve found at Evolve. AI is our powerful assistant, but it can never replace the human component required when gathering and reporting insights from real human beings.