A.I in Market Research: a silent revolution

Artificial intelligence (AI) has revolutionised many sectors in recent years, and market research is no exception. With advanced algorithms and access to large volumes of data, companies are taking advantage of AI’s capabilities to better understand their consumers, identify trends and make strategic decisions with greater precision. 

In this article, we’ll explore how AI is transforming the world of market research, looking at its applications, benefits and challenges already in practice.

Practical applications of Artificial Intelligence in Market Research:

Sentiment analysis in social media: AI is key in analysing large volumes of data from social media, including tweets, Facebook posts, blog comments and product reviews on e-commerce sites. This sentiment analysis allows for a holistic understanding of consumer opinions towards brands, products and services.

Predicting market trends: Using advanced AI algorithms, companies can examine historical and real-time data to accurately predict emerging market trends. This capability enables proactive adaptation to changes in consumer preferences and a significant competitive advantage.

Advanced market segmentation: AI allows for more refined market segmentation, identifying patterns of consumer behaviour that can be used to create more targeted and personalised marketing strategies. This includes identifying previously undetected market niches and tailoring messages and campaigns to specific audiences.

Benefits of using AI for the sector:

Improved operational efficiency: Automating data collection and analysis processes allows companies to conduct market research in a fraction of the time previously required, freeing up resources for other strategic activities.

More accurate decision-making: By providing actionable, data-driven insights, AI empowers decision-makers to make informed, strategic choices, reducing risk and increasing the likelihood of success.


Bias in data and algorithms: AI is prone to reproducing and even amplifying the layers present in the data used for training, which can result in discriminatory or unfair decisions. This raises important questions about equity and fairness in the application of AI in market research.

Artificial intelligence is redefining the way market research is conducted, offering companies valuable insights and driving innovation. However, it is essential to recognise and address the ethical and technical challenges associated with the use of AI to ensure that its potential is optimised in a responsible and sustainable way.