Editor’s note: This article was originally published on March 2, 2023 on The Behaviorally Blog. 

The Quirk’s Event has returned to the West Coast, which was perfect as we have just launched our new Los Angeles hub earlier in the month! Held on February 22-23 in LA, we were happy to join other insights professionals to discuss the latest trends and challenges within our industry. There were three themes that we saw emerge from the event. 

Numerous presentations focused on unveiling the power of artificial intelligence (AI) and how it is impacting the industry. In one session, Sonos utilized AI to better analyze and parse through customer feedback, message boards and social media to identify why consumer’s devices had fallen silent. AI revealed that consumers saw the setup of the device and troubleshooting as too complicated, which led to Sonos creating a more informed educational journey to help get ahead of these issues before they arise. 

Fandango has been using AI to tap into unstructured feedback in their verbatims to gain better insights and make their research more respondent driven. This has led to fewer closed-ended questions, which means shorter questionnaires and higher completion rates.

It’s been fascinating to see how AI is revolutionizing how we do business and collect consumer data. It’s been fascinating to see how AI is revolutionizing how we do business and collect consumer data, and ultimately how it helps us better understand the most valuable moment in marketing: the sales transaction.

However, there were also discussions about how AI (in particular, ChatGPT) is a threat to data quality for the insights professional. ChatGPT is a text-based AI system that understands natural language and generates human-like responses to a wide range of questions and prompts. It has become an incredibly powerful tool with a wide array of useful applications that are completely transform...