Lec 16-What is Marketing Research-I

Summary

This AI and Marketing certification course module delves into the transformative impact of AI on market research. It showcases how AI enhances problem identification, customizes research, and drives data-driven decisions. The course illustrates AI's role in both quantitative and qualitative research, using examples like Adobe's AI chatbot, which increased revenues by $10.8 million. It highlights the efficiency of AI in analyzing consumer behavior, preferences, and market dynamics, offering a more accurate and timely approach than traditional methods.

Takeaways

• 🧠 **AI in Marketing Research**: AI is transforming marketing research by enabling more customized and efficient insights into consumer behavior and market dynamics.
• 💡 **Adobe's AI Success**: Adobe leveraged AI chatbots to engage customers effectively, resulting in an additional $10.8 million in revenues, showcasing the power of AI in customer interaction.
• 🔍 **Problem Identification**: AI plays a crucial role in identifying consumer needs in real time and predicting future needs based on past usage and patterns.
• 📈 **Quantitative and Qualitative Shift**: AI has revolutionized both quantitative and qualitative research methods, making it possible to analyze vast amounts of data and consumer sentiments more efficiently.
• 📚 **Evolution of Market Research**: The script outlines the evolution from traditional manual methods to AI-driven research, highlighting the significant time and cost savings of AI.
• 🤖 **Technological Advancements**: AI technologies like facial coding, sentiment analysis, and voice AI are being integrated into qualitative research to provide deeper insights into consumer behavior.
• 📊 **Data-Driven Decisions**: AI enables businesses to make more informed decisions by analyzing real-time data from various sources, leading to better product development and marketing strategies.
• 🌐 **Global Market Insights**: AI allows for scanning market data in any language from a wide range of sources, making global market insights more accessible.
• 📝 **Research Instruments**: Traditional research instruments are being replaced with AI-driven tools that can analyze sentiments, tonality, and other cues in spoken responses for richer data.
• 📉 **Cost Efficiency**: AI significantly reduces the cost and time associated with market research, making it more accessible for businesses and accelerating product innovation.
• 🔑 **Sampling and Contact Methods**: AI aids in designing sampling plans and choosing respondents, with advanced contact methods like in-car sensors and heat maps providing more accurate consumer data.

Q & A

What is the main focus of Module 16 in the NBDL online certification course?

Module 16 focuses on marketing research, particularly on how AI can be used to conduct more customized research, its benefits in marketing research, and its role in problem identification and changing traditional research approaches.

How did Adobe use AI to increase its revenue, according to the script?

Adobe used an AI-powered chatbot from Drift to engage with website visitors in real time, guiding them to what they needed at the right moment and handing off conversations to humans when necessary. This led to an additional $10.8 million in revenue.

What are the key benefits of using AI in marketing research?

AI can help conduct more customized and accurate research, identify consumer needs in real-time, predict future needs based on past usage, and provide deeper insights into consumer behavior and market dynamics, which traditional methods often fail to capture.

How has AI changed the quantitative and qualitative approaches to marketing research?

AI has transformed both approaches by enabling large-scale analysis of qualitative data, such as customer feedback from multiple touchpoints in real time, and by improving the scalability and efficiency of quantitative surveys. AI tools can also analyze emotions and sentiments, providing richer insights into consumer behavior.

What is the first step in the marketing research process, and how does AI assist in it?

The first step is defining the problem and research objectives. AI assists in this by helping to identify consumer needs in real-time and predicting future needs based on past behaviors.

What are some technological research instruments mentioned in the script, and how do they enhance traditional methods?

Technological instruments like galvanometers, eye cameras, skin sensors, brain wave scanners, and full-body scanners enhance traditional methods by providing more precise and real-time data on consumer responses to ads, products, or services, which traditional survey methods often fail to capture.

How has AI improved the speed and cost-effectiveness of market research?

AI can analyze vast amounts of data in hours or days, compared to the months traditional methods might take. This speed reduces costs significantly, making market research more accessible and allowing businesses to make quicker, data-driven decisions.

What role does AI play in the development of a research plan in marketing research?

AI aids in developing the research plan by providing real-time data from various sources, enabling the selection of the most efficient data sources, research approaches, and sampling plans. It also helps in analyzing and interpreting the collected data more effectively.

What are some examples of AI-powered qualitative research tools mentioned in the script?

Examples include facial coding technology, sentiment analysis, and voice AI. These tools help researchers gain deeper insights into consumer emotions, attitudes, and behavior, which are crucial for developing successful marketing strategies.

Why is AI considered superior to traditional marketing research methods?

AI is considered superior because it can handle large volumes of data quickly and accurately, provide deeper insights into consumer behavior, and offer more cost-effective solutions. It also enables real-time analysis and decision-making, which traditional methods struggle to achieve.

Outlines

00:00

🧠 Introduction to AI in Marketing Research

This paragraph introduces the topic of AI's role in marketing research, emphasizing its ability to conduct more customized research than traditional methods. It sets the stage for discussing the benefits of AI, its impact on problem identification, and its transformation of both quantitative and qualitative approaches in marketing research. The story of Adobe is highlighted to illustrate how AI can generate significant revenue by improving customer engagement through chatbots.

05:00

🔍 Understanding Marketing Research and AI's Role

This paragraph delves into the definition and importance of marketing research, which serves as a foundation for successful product or service launches. It explains the process of understanding consumer needs, expectations, and willingness to pay. The paragraph also discusses the evolution of marketing research from manual methods to the current era of AI, which has revolutionized data collection, analysis, and interpretation, enabling researchers to gain deeper insights into consumer behavior and market dynamics.

10:00

🛠️ AI's Impact on Problem Identification and Research Planning

The role of AI in problem identification within marketing research is explored, with AI systems capable of identifying consumer needs in real time and predicting future needs based on past usage patterns. The paragraph also outlines the steps in developing a research plan, including deciding on data sources, research approaches, research instruments, sampling plans, and contact methods, and how AI can streamline these processes by providing real-time data and analysis.

15:02

📈 The Evolution of Qualitative Research with AI

This paragraph discusses the transformation of qualitative research through AI, which has enabled the analysis of customer sentiments and feedback across multiple touchpoints in real time. It highlights technologies such as facial coding, sentiment analysis, and voice AI that provide deeper insights into consumer behavior and preferences. The paragraph also emphasizes the importance of adopting AI-powered qualitative research platforms to stay competitive in the marketplace.

20:04

📊 Technological Advancements in Marketing Research Instruments

The paragraph examines the evolution of marketing research instruments, from traditional methods to technological devices like galvanometers, eye cameras, and various sensors that measure consumer responses. It also discusses the impact of AI on these instruments, allowing for near real-time results, automatic classification, and extraction of key insights from vast amounts of data, thus enhancing the efficiency and effectiveness of market research.

25:05

🌐 AI's Broader Implications for Market Research

This final paragraph summarizes the benefits of using AI in marketing research, including its ability to provide effective information for decision-making, scan market data in any language and from a wide range of sources, and enable greater product innovation. It also touches on the importance of designing a sampling plan and choosing the right contact methods in market research, with AI offering new ways to engage with consumers and gather data.

Keywords

💡Artificial Intelligence (AI)

AI refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. In the context of the video, AI is a central theme as it is discussed extensively for its role in transforming marketing research. It is highlighted as a tool that can conduct customized research, identify consumer needs in real time, and analyze consumer behavior more accurately than traditional methods.

💡Marketing Research

Marketing Research is the process of gathering, recording, and analyzing data about customers and the market. It is crucial for understanding what people want and need, why they want it, and how much they are willing to pay. In the video, the importance of marketing research is underscored as the foundation for a successful product or service launch, with AI being a key component in enhancing its effectiveness.

💡Adobe

Adobe is a software company mentioned in the script as an example of how AI has been successfully implemented in marketing. The company used an AI chatbot to engage with website visitors, directing them to relevant content and handing off conversations to humans when necessary. This AI-driven approach resulted in an additional $10.8 million in revenues for Adobe, illustrating the practical application of AI in marketing.

💡Conversational AI

Conversational AI, as exemplified by Adobe's chatbot, refers to AI systems that interact with humans through natural language conversations. It is a form of AI that is designed to understand and respond to human language in a way that simulates a conversation between two people. In the video, conversational AI is highlighted as a tool that can engage customers more effectively and convert them into clients at a faster rate.

💡Problem Identification

Problem Identification is the first step in the marketing research process where the problem to be solved is defined. It involves understanding the issue at hand, identifying decision alternatives, and setting research objectives. The video emphasizes the role of AI in problem identification, stating that AI systems can help identify consumer needs in real time and predict future needs based on past usage and patterns.

💡Quantitative Research

Quantitative Research is a method of investigation that relies on numerical data and uses statistical tools to analyze it. It is often used to quantify attitudes, opinions, and behaviors of a large group of people. The video discusses how AI has changed the approach to quantitative research, making it more efficient and scalable by analyzing large volumes of data quickly.

💡Qualitative Research

Qualitative Research is a method that focuses on understanding the underlying reasons, opinions, and motivations of consumers. It often involves unstructured data and is used to gain insights into consumer behavior. The video explains that AI has revolutionized qualitative research by automating the analysis of customer sentiments, social media reviews, and other forms of feedback, providing a richer understanding of consumer attitudes and preferences.

💡Sentiment Analysis

Sentiment Analysis is a process that uses AI to identify and extract subjective information from source materials, such as customer reviews and social media posts. It helps in understanding the sentiments behind written or spoken responses. In the video, sentiment analysis is mentioned as a tool that can help researchers identify the emotional impact of campaigns, products, or services on consumers, thereby providing deeper insights into consumer behavior.

💡Facial Coding

Facial Coding is an AI-powered technology that analyzes micro-expressions and emotional responses to understand consumer behavior and preferences. It is a form of qualitative research that provides insights into how consumers truly feel about a product or service. The video mentions facial coding as one of the advanced tools that AI has brought to marketing research, allowing for a more nuanced understanding of consumer reactions.

💡Sampling Plan

A Sampling Plan is a strategy used in research to select a representative group of individuals from a larger population to participate in a study. It involves decisions about the sampling unit, sample size, and sampling procedure. The video discusses the role of AI in the sampling plan, stating that AI can scan market data from a wide range of sources in any language, making market insights accessible to anyone, anywhere, and in any market segment.

Highlights

AI's role in enhancing marketing research by providing customized insights for specific marketing programs.

Benefits of AI in marketing research, including improved problem identification and more efficient data analysis.

Adobe's success story with an AI chatbot, generating over $10 million in revenue by engaging customers effectively.

The foundational importance of marketing research in understanding consumer needs and expectations for product or service launches.

How AI has transformed traditional marketing research methods, making them more efficient and insightful.

Evolution of market research from manual data collection to AI-driven insights and analysis.

The significance of problem identification in marketing research and AI's contribution to this process.

AI's ability to predict consumer needs in real-time and its impact on market research.

The development of research plans in marketing, including the types of data sources and approaches used.

AI's impact on both quantitative and qualitative research methods, offering new ways to analyze consumer behavior.

Technological devices and AI tools that have modernized the collection of consumer data in market research.

The use of AI in qualitative research, including facial coding and sentiment analysis for deeper consumer insights.

AI-powered platforms that streamline qualitative research and provide real-time consumer feedback.

The advantages of AI in market research, such as cost-effectiveness, time-saving, and improved decision-making.

How AI can analyze vast amounts of data quickly, providing businesses with immediate market insights.

The future potential of AI in qualitative research, with the expectation of even more advanced tools and methods.

The importance of adopting AI-led qualitative platforms for staying competitive in the rapidly changing marketplace.

Conclusion summarizing AI's impact on marketing research, from problem identification to the evolution of research methods.

Transcripts

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welcome to this nbdl online

certification course on artificial

intelligence andet marketing and now we

are talking about module 16 so we are

talking of chapter 3 that is AI for

market research we have seen in module

15 how marketing information system and

its components and the use of AI thereof

now in module 16 and 17 we will talk

about what is marketing research so let

us start with module uh 16 and this is

part one of this uh this point that is

what is marketing

research now let us start with

understanding what are the things that

will be covered in this module how AI

can help conducting more customized

research on a specific marketing

programs then traditional approaches so

that is the one thing first thing that

we will try to understand then we will

talk about the benefits of using AI in

marketing research and the role of AI in

the most important component most

important part of marketing research

that is problem identification so how AI

can be used for problem identification

how AI can change how AI has changed the

quantitative and qualitative

approach so what is marketing research

and we will start with the story of

adobe how Adobe generated dollar 10 10

million plus in revenues within AI

chatbot and connect website content is a

key way for consumers to learn about

your products and solutions and find

find answers to their top questions and

the software giant Adobe have a lot of

website content however with all the

website content the company has it is

sometime hard to keep consumers engaged

and find them exactly what they need at

any given moment so that is the biggest

problem engaging customers with what

they want at any given point in time to

solve this challenge adob turned to

conversational AI form drift so they

started using this AI drift

AI this drift chatbot uses AI to have

natural language conversations with site

visitors at every stage of their

Journey this chatbot was able to direct

visitors to what they needed when they

needed it it was also able to hand off

conversations to human when the time was

right so that was the biggest

functionality of his this to to give it

to

Human

at the right

time as a result users turned into

customers at a faster

rate generating an additional dollar

10.8 million in revenues for Adobe

marketing research is the foundation of

a successful product or service launch

it is the process of understanding what

people want and need one what people

want and need why they want it their

expectations of the compan is offering

and how much they are willing to pay for

product or service so by by this way by

this process of marketing research we

understand all these three things when

companies do not invest in marketing

research ahead of time they may end up

with a product failure so marketing

research is a function that links the

consumers the customers and public to

the marketers through information

information used to identify and Define

marketing opportunities and

problems generate refine and evaluate

marketing actions monitor marketing

performance and improve understanding of

marketing as a

process therefore marketing research

specifies the information required to

address these issues

design the method of collecting

information manages and implement the

data collection process analyze the

results and communicate the findings and

their implications and this is the

definition given by American Marketing

Association good marketers need insights

to help them interpret past performance

as well as plan future activities so

both of them them are important for good

uh

marketers to make the best best possible

tactical decisions in the short run and

strategic decisions in the long run they

need timely accurate and actionable

information about consumers competition

and their brands discovering a consumer

insight and understanding its marketing

implication can often lead to successful

product launch or spur the growth of a

brand so that is important customer

inside and understanding its marketing

implications so that will help in the

success ful product launch marketing

managers often commission formal

marketing studies of specific problems

and opportunities so this marketing

managers they also they always going for

the several times go for formal

marketing studies of specific problems

and opportunities that they are facing

they may request a market survey a

product preference test a sales forecast

by region or an advertising evaluation

it is a job of the marketing researcher

to produce insights into the customers

attitude and buying Behavior so they may

marketing managers may may ask for this

kind of data and it is the job of

marketing researchers to produce insight

into customer attitudes and the buying

Behavior marketing insights provide

diagnostic information about how and why

we observe certain effects in the

marketplace and what that means to the

marketer so it provides that diagnostic

information about how and why we are OB

observing certain effects in the

marketplace and what may be the

implications of that for the

marketer companies can use a combination

of marketing research resources and AI

to study their

Industries competitors audiences and

channel strategies now how has market

research evolved over a period of time

market research has long been a corner

store of business strategy helping

organization understand their target

audience

evaluate competition and make informed

decisions traditional market research

methods involved manual data collection

paper and Pen surveys focus groups and

statistical

analysis while valuable insights were

derived from these methods they are

often very timec consuming resource

intensive and limited in their ability

to capture the complexities of consumer

Behavior so although they they may

represent a lot of time and money but

still they were not able to capture the

complexities of the consumer Behavior

remote servey research then set in with

researchers leveraging phones to conduct

surveys this evolved even further with

the rise and Rise of mobile phones and

mobile based research in which geop is

the global leader in Mobile research has

given rise to multiple flexible research

methods which enable researchers to

transvers even the remotest part of the

world to collect data fast and has has

been one of the biggest shift in

research which was even more remarkable

during the covid-19 pandemic now enter

the era of artificial intelligence where

technological advancements have

propelled Market Research into a new

dimension AI algorithms and techniques

have revolutionized data collection

analysis and interpretation enabling

researchers to unlock hidden patterns

and gain deeper insights into consumer

preferences and marketing and Market d

dyamics so now this is the basic

importance here unlock hidden patterns

and gain deeper insights into consumer

preferences and market dynamics which

was not possible by way of your

traditional marketing

research by harnessing the power of AI

Market researchers can make faster more

accurate decis decisions that drive

business success now let us look at uh

the marketing research process the first

step in this process to define the

problem and research objectives so that

is the first and the most important

step the second step is to develop the

research plan followed by collection of

the

information analyzing the information

present the findings and making the

decision so these are the sixth step in

this marketing research process now let

us start with the step one that is

defining the problem it consists of

defining the problem

one decision Alternatives two and

research objectives three so these are

the three things marketers managers must

be careful not to define the problem too

broadly or too narrowly for the

marketing researchers for so it includes

the three things defining the

problem then the decision

Alternatives and the research

objectives these are the three things

that are carried out in this first step

so what is the role of AI in problem

identification AI systems can help

identify consumers needs in in real time

so that is what it does in real time for

example AI predicts the probability of

sudden Cardiac Arrest it can also deduct

need based on past usage and pattern

furthermore predictive analysis can

identify future needs so past usage

is used to analyze and predict the

future needs the second step is to

develop the research plan now developing

the research plan the second stage of

marketing research is where we develop

the most efficient plan for Gathering

the needed information and what that

will cost us here the decision involved

are one the the types of data sources

that will be

used what are the research approaches

that we will we will follow what is the

research instruments that will be used

what will be the sampling plan for

collecting the sample and determining

the sample size and the last one is the

contact method how we will contact the

respondents by way of uh personal

interviews or telephone or Internet Etc

now let us look at the first uh thing

that is the data source the researchers

can gather secondary data primary data

or or both secondary data data that were

collected for another purpose and it

already exists somewhere so that is the

main quality of this secondary data

while primary data are freshly gathered

for a specific purpose or for a specific

research project AI can get real-time

data from marketing environment and the

consumers so it will get you the

realtime data the next

thing that you do in uh in the marketing

research process uh is the research

approach that that is the second thing

the next thing that you do in at this is

step two that is developing the research

plan is is to look at uh what kind of

research approaches to use so marketers

collect primary data in five main ways

through one observation focus groups

survey behavioral data and experiments

now this can further be bifurcated as

qualitative and quantitative AI has

changed quantitative and qualitative

approaches quantitative surveys became

popular because they made it possible to

ask a huge number of customers what they

felt qualitative approaches like focus

group or manually reading and analyzing

customer feedback were too labor

intensive to scale now ai has changed

what is possible and tactics need to

catch up AI has has to flipped where and

how form are investing in their analysis

of customer sentiments AI provides the

right tool to analyze the qualitative

data for example customer relationship

management system social media customer

reviews emails call center notes CH chat

Bots Etc making it possible to hear what

consumers are thinking and feeling

across multiple touch points in real

time so that is the the the biggest

Advantage thinking and feeling across

multiple uh touch points and that to in

real time qualitative research has

evolved to include a wide range of

methods including in-depth interviews

online communities and social media

analysis the goal of qualitative market

research is to provide a rich nounced

understanding of consumer behavior and

preferences allowing businesses to make

informed decisions about product

development branding and marketing

strategies qualitative research has

become an essential tool for businesses

seeking to stay competitive in a rapidly

changing marketplace now revolutionizing

qualitative research with the help of ai

ai has penetrated business workflows and

operations promising to make life easier

and more efficient AI has empowered

marketing to become High hyper

personalized targeting consumers at the

right time and at the right

place qualitative research and integral

backbone of marketing is no exception

researchers are able to generate

insights that would have been impossible

to obtain using traditional research

methods so this is where this AI has

come in facial coding is one such AI

power technology that can analyze micro

expressions and emotional response

responses it can provide valuable

insights into consumer behavior and

preferences sentiment analysis on the

other hand can help researchers identify

the sentiments behind written or spoken

responses enabling them to understand

the emotional impact of campaigns

products or services on the consumers so

this helps in digging

deeper

to

understand more about the

customers confidence metrics a byproduct

of sentiment analysis is another

technology that is sought after by

Brands these days it measures the level

of certainty or conviction expressed by

respondents in their answers allowing

researchers to gain a deeper

understanding into the consumer

Behavior so now what we were not able to

do was to get into into a deeper

understanding of things of the consumers

with AI we are able to do go in deeper

to understand the consumer Behavior

voice AI meanwhiles can help researchers

analyze the tonality infliction and

other vocal cues in spoken responses

Prov providing additional insights into

consumer attitudes and

behavior so when the consumer is

speaking so that then it then the

various things from this can be used to

gain additional insights into consumer

attitudes and behavior by using

technology like facial coding sentiment

analysis and voice AI researchers are

able to tap into their leading to better

product development branding and

marketing strategies what are the AI

powered qual qualitative research

platforms they is a platform for almost

everything from recruiting respondents

to automating surveys and to generating

insights digital transformation of

qualitative research through AI has

transformed the way researchers execute

studies it is time that Brands take up

an AI Le qualitative platforms to

streamline their research efforts the

use of AI power technology such as

facial coding sentiment analysis

tonality analysis and voice AI can

enable business businesses to make

datadriven DEC decisions about product

development branding and marketing

strategies and stay competitive in the

rapidly changing Marketplace as AI

technology continues to evolve it is

likely that we will see even more

advanced tools and methods being

developed further enhancing the power

and potential of qualitative research so

adopt an AI Le qualitative platform

today before it is too late the next

thing that that uh we will talk about in

the second step is the research

instruments marketing researchers have a

choice of three main research

instruments in collecting primary data

one is the questionnaires second is

qualitative measures and the third is

technological devices so these are the

three main choices that are available

what is lacking with traditional

measures they are costly time taken and

inefficient data is uh is collected

widely used measures customer

satisfaction and net promoter score

fails to tell companies what consumers

really think and feel and can even mask

serious problems they cannot pick up

important emotional

responses now now let us look at the

technological research instruments there

have been much interest in recent in

various technological devices that has

replaced traditional survey Diaries one

are galvanometers they can measure the

interest or emotions aroused or by

exposure to a specific ad or picture

tach to scope flashes and add to an

subject with an exposure interval that

may vary after each exposure the

respondent describes everything he or

she is able to recall the third are the

eye cameras the study respondents eye

movement to see whether their eyes land

first how long they Linger on a given

item and so on other devices such as

Skin sensors brain wave scanners and

full body scanners

to get consumer responses example some

researchers study eye movement and brain

activity of web surface to see which ads

grab their attention audio meter

attached to television sets in

participating homes Now record when the

set is on and to which channel it is

tuned electronic devices can record the

number of radio programs a person is

exposed to during the day the global

position system technology can tell us

how many Billboards a person may walk or

driveby during a day now what are the

new research instruments and AI the

emergence of AI has significantly

altered the way Brands and businesses

interact with their

audience AI based marketing research

outweighs traditional marketing research

in numerous ways and extend the use of

technological advances discussed earlier

using Aid driven marketing research

tools businesses can Target the Right

audience deliver results in near real

time and can automatically classify and

extract key insights from texts within

hours or at the most within the day so

what used to be done in 6

months or 3

months now it is taking hours or a

day with the help of AI marketing

researchers can also now analyze

millions of comments

and they are coming in different forms

text and voice and get announced

understanding of their customer thoughts

and

requirements what does AI have to offer

here so effective information for

decision making the availability and use

of AI in marketing research will hugely

impact how companies build products

using unlimited information at their

finger trips Brands can make more

informed decisions in addition AI can

scan Market data in any language and

from a wide range of sources meaning

that market insights are accessible to

anyone anywhere and in any market

segments less time and more return AI

use to scan billions of data points and

generate market reports the cost saving

generated by using AI is

staggering while it would take an army

of analyst months or years to scan the

same amount of data AI can do so in

minutes by using algorithms developed

with data from sources like Amazon

Walmart and Target businesses can scan

vast amount of data research information

in far less time than traditional

methods so here the time has become more

important cost effective and

enabling Commerce firms are quickly

becoming aware that artificial

intelligence is cheaper than traditional

marketing

research market research used to be so

expensive as to be Out Of Reach for many

product teams now with the power of AI

and big data market research insights

are more accessible than ever before

enabling greater product

Innovation the next thing that we have

to understand here is the sampling plan

after deciding on the research approach

and instruments the market researchers

must design a sampling plan

and this calls for taking three

decisions decision number one is the

sampling unit whom should we

survey decision number two sample size

how many people should we survey and

decision number three sampling procedure

how should we choose the respondent so

these are the three issues that need to

be sorted out at this stage now let us

look at what is sampling plan and AI how

do they gel up AI can scan Market data

in languages and

form AI can scan Market data in any

language and form a wide range of

sources AI can scan Market data in any

language and from a wide range of

sources meaning that market insights are

accessible to anyone anywhere and in any

Market segment contact method now the

market researchers must decide how to

contact the subjects by

mail by telephone in person online

marketers can also host a realtime

contact measure contact methods and AI

tools like incar

sensors heat Maps video surveillance

have made marketers get in touch with

consumer in literal senses so now we are

we have moved past all this to incar

sensors heat Maps video surveillance so

that gives much more accurate data in

order to conclude in this module we have

understood how AI can help conducting

more customized research on a specific

marketing programs than the traditional

ones which used to give

more General

data we have described the benefit of

using AI in marketing research further

we explained the role of AI in problem

identification lastly we have discussed

how AI has changed the quantitative and

the qualitative approaches and these are

the four books from which the material

for this module was taken thank

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