AI in Market Research: Trends and Tools

Safalta Expert Published by: Shubham Khantwal Updated Wed, 12 Jun 2024 06:23 PM IST


AI is revolutionizing market research by providing advanced data analysis, predictive analytics, and personalized customer insights. Key trends include the adoption of machine learning algorithms, natural language processing, and automation of data collection and interpretation. 

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Artificial intelligence (AI) is transforming industries, and market research is no exception. By 2023, the global AI market was worth $142.3 billion and was expected to grow at a compound annual growth rate (CAGR) of 34.6% between 2023 and 2030. This rapid growth rate shows that AI can change in areas including market research Market research that has traditionally relied on manual data collection and analysis is now embracing AI to increase accuracy, efficiency and predictive capabilities

AI tools and technologies such as machine learning, natural language processing (NLP), and data analytics are central to modern market research For example, AI-powered sentiment analysis tools can process huge amounts of social media data to measure public perception of a brand or product in real time. According to a 2022 report by MarketsandMarkets, AI in the trading market is expected to grow from $12 billion by 2020 to $40.09 billion by 2025, building growing confidence in the use of AI tools in the industry

Additionally, AI’s ability to quickly and accurately analyze large amounts of data helps businesses identify trends and patterns that would otherwise be impossible to distinguish manually This capability is especially useful in a data-driven world in which consumer preferences and market conditions change rapidly. With AI, market researchers can accurately predict trends, allowing companies to stay ahead of the competition.

In this blog, we’ll explore the latest trends in AI for market research and review some of the most effective AI tools currently available.

Source: Safalta

We also discuss how these tools are changing the industry and what the future holds for AI in market research.

Table of Contents

1. Latest Trends in AI for Market Research  

2. Leading AI Tools in Market Research 

3. How AI is Transforming Market Research

4. The Future of AI in Market Research  

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1. Latest Trends in AI for Market Research

Machine Learning and Predictive Analytics

Machine learning algorithms are at the forefront of AI-powered market research. These algorithms can analyze historical data to identify patterns and predict future trends. For example, predictive analytics can predict customer behavior, helping companies tailor their strategies to meet anticipated demand. Studies by Forrester show that companies that use AI-powered predictive analytics report 2-3 times higher sales results than those that don’t

Sentiment Analysis and Social Media Monitoring 

Sentiment analytics provided by NLP enable businesses to understand customer sentiment and mood by analyzing social media interactions, surveys, and other user content Tools like Crimson Hexagon use AI to scan social millions of media posts to provide insights into public sentiment about brands, products and services . This real-time analytics helps companies react instantly to public feedback and adapt their strategies accordingly.

AI-Powered Surveys and feedback analysis

Traditional surveys are time-consuming and often suffer from low response rates. However, AI-powered surveys can dynamically adjust questions based on respondent responses, making them more engaging and efficient. Tools like SurveyMonkey Genius use AI to quickly analyze survey responses, providing actionable insights. These tools can also identify patterns in the response that might be missed by human analysts.

Automated data cleaning and management

Quality data is crucial for accurate market research. AI-powered tools automate the data cleansing process, remove duplicates, fix errors and fill gaps in datasets. This automation not only saves time but also ensures the reliability of data for analysis.For example, it uses AI to clean and manage big data, optimizing the data preparation process.

2. Leading AI Tools in Market Research

IBM Watson

IBM Watson offers a range of AI tools for market research, including predictive analytics, NLP and machine learning. Its capabilities enable businesses to analyze large amounts of data, gain insights and make data-driven decisions. Watson's AI-powered tools can process unstructured data, such as social media posts and customer reviews, to provide a comprehensive understanding of customer sentiment

Google Analytics 

Google Analytics is a widely used tool that uses AI to provide insights into website traffic and user behavior. Its machine learning algorithms can spot trends and anomalies in data, helping companies understand how users interact with their websites. The predictive capabilities of the platform enable marketers to anticipate future user behavior and adapt their digital strategies accordingly.

SurveyMonkey Genius

SurveyMonkey Genius uses AI to improve the survey creation and survey process. It makes recommendations for survey design, analyzes responses in real time, and provides insights that help businesses understand customer preferences and responses The tool's AI capabilities ensure that surveys are more effective and the resulting data is very manageable.

Crimson Hexagon 

Crimson Hexagon uses AI to monitor social media and conduct sentiment analysis. Its platform can analyze vast amounts of social media data, identifying trends and sentiments that inform marketing strategies. The tool's AI algorithm can detect changes in public opinion and provide real-time insights, enabling companies to react instantly to customer feedback.


Tableau is a data visualization tool that uses AI to help businesses interpret complex data sets. Its machine learning algorithms can identify patterns and trends in data, making it easier for researchers to gain insights. Tableau’s AI-powered features enable users to create interactive and shared dashboards, facilitating better decision-making across the organization.

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3. How AI is Transforming Market Research

Improved Data Accuracy 

AI algorithms excel in accurately processing big data. This accuracy reduces the potential for error from manual data analysis. AI increases the reliability of the insights gained by ensuring the accuracy of the data used in market research.

Faster Insights Generation

AI tools can analyze data faster than traditional methods. This speed provides companies with real-time insights, allowing them to react quickly to market changes and customer feedback. The ability to react quickly to insights gives companies a competitive edge.

Enhanced predictive capabilities

Fueled by AI, predictive analytics can predict the future with incredible accuracy. This capability helps businesses plan their strategies more effectively, ensuring they are prepared for changes in the marketplace. AI-driven forecasts are invaluable for long-term planning and risk management.

Personalised Consumer Insights

AI can provide personalized insights by analyzing individual customer data. This level of granularity helps companies understand their customers’ unique preferences and behaviors, enabling more targeted marketing efforts. Personalization increases customer engagement and loyalty.

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4. The future of AI in market research

Integration with IoT and Big Data

The integration of AI with the Internet of Things (IoT) and big data technologies is set to revolutionize market research. IoT devices generate vast amounts of data, which, when analyzed by AI, can provide deep insights into consumer behavior and preferences. This integration will enable accurate and usable market research.

Ethical Considerations and Data Privacy

As AI becomes more prominent in market research, ethical considerations and data privacy will become increasingly important. Companies must ensure that AI is used responsibly, ensure transparency and protect customer data. Complying with data privacy regulations such as the GDPR will be crucial.

Emerging Technologies and Innovations

Emerging technologies,
such as blockchain and quantum computing, have the potential to revolutionize AI-driven market research once again. Blockchain can provide data security and transparency, while quantum computing can process complex data at unprecedented speeds. These innovations will likely lead to new applications of AI in market research.

AI is changing the market research landscape. Its ability to accurately analyze big data, generate real-time insights, and predict future trends provides businesses with significant value Using AI tools, companies can gain a deeper understanding of their market if they make decisions and stay ahead of the competition.The trends and tools discussed in this blog highlight the enormous potential of market research AI. According to A.I. companies that embrace AI, they will be better positioned to navigate the complexity of today’s marketplace and continue to succeed.

What role does AI play in market research?

AI enhances market research by automating data collection and analysis, providing real-time insights, and predicting future trends with greater accuracy. This leads to effective and efficient decision-making.

How does AI improve data accuracy in market research?

AI algorithms process large amounts of data accurately, reducing the chances of errors in manual analysis. This ensures that the insights gained are based on accurate and reliable data.


What are some of the popular AI tools used in market research?

Popular AI tools in market research include IBM Watson, Google Analytics, SurveyMonkey Genius, Crimson Hexagon, and Tableau. These tools provide a variety of capabilities, including predictive analytics, sensitivity analysis, and data visualization.

How can AI-powered sentiment analysis help businesses?

AI-powered sentiment analysis helps companies understand public opinion and consumer sentiment by analyzing social media interactions, surveys, and other user content, thus enabling companies to proactively respond to feedback and change their strategies.

What is the future of AI in market research?

The future of AI in market research includes integration with IoT and big data, addressing ethical considerations and data privacy, and leveraging emerging technologies such as blockchain and quantum computing to enable data security and processing.

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