Thought leadership

Greenfields outlines the role Artificial Intelligence (AI) plays in adding value to the market research industry by enhancing data collection, generating insights more efficiently, and enabling predictive analysis. We discuss how AI offers significant advantages—such as faster insights, broader data sources, and more informed decision-making—but also outline the risks, including reliance on unverified data, lack of human judgment, and potential misinterpretation of results. We consider how important it is for businesses to understand AI’s limitations, its ethical practices, and how professional market researchers much be involved to ensure strategic decisions are well-founded and accurate. This blog will look at the ways in which our business supports the above and hint and how we will adapt accordingly to ensure we are leaders in the space in which we operate.