Originally published: Greenbook, 24 January 2024
Explore the evolving landscape of the insights industry in 2024 with a focus on the transformative role of AI in qualitative research.
In 2024, the data and insights space is poised for exciting developments.
We’ll continue to see feverish M&A activity as companies are looking to gain an advantage in the technology race. AI and machine learning will play pivotal roles, refining data analytics and decision-making processes. Privacy and sample quality will lead to more robust frameworks. Additionally, the integration of emerging technologies, such as edge computing, promises to enhance real-time data processing capabilities.
The industry’s focus on extracting meaningful insights from large datasets is expected to fuel innovation. Many manual tasks will begin to be undertaken by Gen AI tools, allowing people to focus on being consultative and more client facing. Without a doubt the merging of quant and qual systems and companies will result in new solutions. We will see more entrants into the traditional research world.
These will be technology companies offering to deliver faster, more automated and insightful tools as well as consulting and professional service companies using technology to deliver insights.
At the end of the day clients will be the winners, why? Because they will have greater choice of insights providers and platforms and faster delivery of insights.
It’s never been as exciting to be involved in Data and Insights!
– Martin Filz, CEO of Pureprofile
