Introduction
Engaging drama has conflicts. We see this drama across many industries today, where AI is changing the world and threatening our jobs. How is it changing the marketing research industry? Is AI stealing our jobs of finding insights? We believe that "finding insight" is one of the industry values we provide as an industry. Although the source of insight is evolving from interviews and surveys to big data, and AI is becoming more prevalent in the marketing process, humans still play a big role in the interpretation of insights. In this paper, we competed two approaches against each other,...