A recent Cint report shows that 74% of market researchers are integrating AI into their workflows, predominantly for data analysis (81%) and project setup (78%). This highlights a transformative shift in methodologies for agencies and brands reliant on audience insights and fast-paced campaign planning. However, the study also reveals a stark contrast regarding synthetic data, with 60% of respondents expressing negative sentiments due to ethical concerns and questions around authenticity and reliability. The findings underscore the evolving landscape of market research influenced by technological advancements.
74% of market researchers are now using AI, particularly in data analysis (81%) and project setup (78%), highlighting a significant evolution in research methodologies.
Despite the growing use of AI, 60% of market researchers view synthetic data negatively due to ethical concerns and doubts about its reliability.
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