Over recent decades, we have become accustomed to hearing or reading about dramatic predictions on how technological developments will destroy, or at the very least dramatically transform market research. If not social media, then definitely big data would undoubtedly mean the end of market research as we know it; with its roots in scientific methods and empirical research.
Artificial intelligence (Al) is the latest big game changer. The number of Al start-ups is growing rapidly, there are more and more conferences dedicated to the topic, and we hear a lot about big tech companies investing huge amounts of money in...