Editor’s note: Mitch Henderson is the co-CEO of Clear Seas Research. This is an edited version of an article that originally appeared under the title “Balancing AI and Human Insight: The Key to Effective Decision-Making in B2B Market Research.” 

Dozens, if not hundreds, of marketing research teams across the globe have now adopted some technology-aided survey design, open-ended verbatim interpretation or insights generation service using ChatGPT or other AI technology. AI, like every other tool that has come along, is merely that – a tool.

Simply put, AI technology is a potent device capable of processing complex data sets in record time and can make sense of patterns that might evade human interpretation. It is primed to change the market research industry and represents exciting opportunities for teams across the globe. However impressive its capabilities may be, it would be unwise to discount the importance of integrating human input into decision-making processes.

AI can quickly generate insights from vast data sets, but it needs help understanding the context and specific nuances that humans can. That's where market research analysts come in – their expertise helps them grasp more important details outside what appears on the surface. 

While machines can provide evidence-based viewpoints and recommendations based on data analysis alone – they need more creativity and innovation when solving complex problems. Human analysts bring a different perspective – including divergent thinking that AI models traditionally struggle to recreate. Humans can also piece together disparate pieces of seemingly unrelated information to create unique solutions to the challenges presented by the data. 

Ethical considerations are critical when making decisions based on data analysis. When incorporating artificial intelligence systems into decision-making processes, we should consider ethical guidelines w...