«Our role isn’t just to find insights, it’s to drive good decisions». Pablo Pérez – Google

Impact of AI on insights: Artificial intelligence does not threaten the insights function as long as professionals focus on driving business decisions rather than just finding data.

In this episode, Pablo Pérez, Marketing Research & Insights, Ads. Google EMEA, reflects on the rise of artificial intelligence not threatening the insights function as long as professionals focus on driving business decisions rather than just finding insights. In the near future, tools like qualitative research at scale (qual at scale) and the comeback of passive measurement will transform consumer analysis. Furthermore, conversational engines are lowering the cost of curiosity, helping users navigate and master the complexity of the purchase journey (messy middle).

What you will learn

Impact of AI on insights: Artificial intelligence does not threaten the insights function as long as professionals focus on driving business decisions rather than just finding data.

Qualitative research at scale (qual at scale): It is emerging as one of the key tools that will transform consumer analysis in the near future.

Return of passive measurement: Alongside qual at scale, it will drive a major transformation in how consumer behavior is analyzed.

Conversational engines: They lower the cost of users’ curiosity.

Navigation of the messy middle: Conversational engines help users understand and master the complexity of the purchase journey.

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