Introduction
Artificial Intelligence (AI) in market research: is it a new trend, overrated or a game changer? In recent years, every conference paper, every industry magazine and every business podcast has communicated the same message: AI is the next big thing! But is this the case for the market research industry, or is this a hype?
Let's start with the basics. A "hype" is the extravagant promotion of something or someone, often involving exaggeration. One characteristic of hype is that everybody uses different words to say the same thing, which is certainly the case for AI. We've heard all...