The future of marketing research

Apr 8, 2024



In the dynamic realm of marketing, understanding consumer behaviour and market trends is paramount. With the onset of technology, traditional market research methods are undergoing a profound transformation. The rise of Artificial Intelligence (AI), Machine Learning (ML), and Big Data is reshaping the landscape of marketing research, offering new insights and opportunities for businesses across all industries.

The rise of AI in marketing research

Artificial Intelligence has emerged as a game-changer in marketing research. AI algorithms are adept at processing vast volumes of data with remarkable speed and accuracy. From analysing customer sentiments on social media to predicting purchase behaviour based on browsing patterns, AI empowers marketers to extract actionable insights from complex datasets. With the AI industry expected to grow 120% year on year, around 48% of businesses are already using some form of AI to utilise big data effectively. 


One of the key advantages of AI is its ability to uncover patterns and correlations. By leveraging techniques such as natural language processing and sentiment analysis, AI can distil unstructured data from sources like customer reviews, emails, and social media posts into valuable insights. This enables marketers to gain a deeper understanding of customer preferences, pain points, and emerging trends, informing more targeted and effective marketing strategies.


Leveraging machine learning for predictive insights

Machine Learning (ML), a subset of AI, takes marketing research a step further with its ability to learn from data and make predictions. ML algorithms can identify patterns and trends in historical data, enabling marketers to forecast future outcomes with a relatively high degree of accuracy. Whether it’s predicting customer churn, forecasting demand for a new product, or optimising pricing strategies, ML empowers marketers to make data-driven decisions that can drive business growth.


One of the most compelling applications of ML in marketing research is predictive analytics. By analysing historical data and identifying patterns, ML models can anticipate future trends and behaviours, enabling marketers to proactively tailor their strategies to meet evolving customer needs. This predictive capability not only helps businesses stay ahead of the curve but also minimises risks and maximises opportunities in an increasingly competitive market landscape. Demandbase’s Pipeline Predict leverages cutting-edge ML algorithms to analyse data to identify and prioritise high-value accounts that are most likely to convert. It allows us to focus resources where they’ll yield the greatest return on investment, along with proactively addressing potential challenges, anticipate market trends and tailor personalised experiences driving enhanced engagement and loyalty. 


Unleashing the power of big data analytics

At the heart of AI and ML lies Big Data – the array of structured and unstructured data that fuels insights and innovation. Big Data analytics enable marketers to aggregate and analyse data from diverse sources, including website interactions, and social media engagements. By harnessing the power of Big Data, we can gain a comprehensive understanding of their target audience, market dynamics, and competitive landscape.


One of the key benefits of Big Data analytics is its ability to uncover hidden patterns and correlations that may not be apparent through traditional analysis methods. By integrating data from disparate sources and applying advanced analytics techniques, marketers can uncover actionable insights that drive business growth and competitive advantage. Here at Modern we take the big data capabilities of Tableau to unlock data visualisation. With its interactive interface and robust analytical power, it allows us to bring all our data sources together and create actionable insights. From analysing campaign performance, understanding customer behaviour or identifying market trends, it helps us make informed decisions and streamline our strategies. 


The future of marketing research: A convergence of technologies

As we look to the future, the convergence of AI, ML, and Big Data promises to revolutionise marketing research in ways we have yet to see. The Insights Innovation Summit, which showcases the latest developments in research and analytics centred around the theme of AI. With new methods and technologies across the innovation spectrum, the summit was a success in highlighting the new ways AI is advancing the research space. Including real time insights, product development and content creation. With all the advances in technology and the proliferation of data, marketers will have unprecedented access to insights and intelligence that enable them to stay ahead of the curve and drive business growth. From predictive analytics to personalised ABM strategies, the future of marketing research is bright with possibilities.


However, as with any technological advancement, the future of marketing research also presents challenges and considerations. From data privacy and security concerns to ethical implications, marketers must navigate a complex landscape of regulations and best practices to ensure that their use of AI, ML, and Big Data is responsible and ethical. We prioritise data privacy, security and ethical considerations in all aspects of our operations. Our best practices revolve around strict adherence to regulatory frameworks such as GDPR, ensuring that data is handled with the utmost confidentiality and care. We employ encryption methods and security measures to safeguard sensitive information from unauthorised access. Additionally, our ethical framework guides our use of AI and ML, emphasising transparency, fairness and accountability in all decision-making processes.


To sum up,the future of marketing research is intrinsically linked to the convergence of AI, ML, and Big Data. As these technologies continue to evolve and mature, marketers will have unprecedented opportunities to gain insights, drive innovation, and create value for their businesses and customers.

Do you need help navigating these spaces?
If you’re feeling confined to walled gardens, our dedicated Digital Team is here to ensure you’re getting the most out of your digital strategy. If you would like to discuss how we can support you, get in touch.

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