AI Powered Insight: Marketing Research Reconfigured

Description

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics. This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing... Read more

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics.

This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing and market research over recent decades has only accelerated thanks to breathtaking AI developments that are reshaping data analytics and insights generation while enabling more effective foresight and actionability.

These technologies are moving the field beyond solicited customer opinion, traditionally gathered through surveys and focus groups, allowing marketers to leverage unstructured big data for a whole new type of customer feedback: the unsolicited opinion. Acting as a guide to what’s possible, the book explores the redefinition of insight in the age of AI and stresses the need for every true insight to inspire action. It dives into techniques for analysis and the AI science behind the analytics, automated brand recommendations, and content creation, introducing AI-specific research and data analysis tools. The birth of synthetic data is discussed, with advantages including privacy compliance, cost-effectiveness, and the ability to generate diverse datasets on demand. The book also covers critical ethical issues, such as data privacy, algorithmic bias, transparency, and the potential for AI to be used manipulatively, and raises important questions around knowledge, creativity, and the future of the field of marketing research.

This book’s clear-eyed guidance and thoughtful reflections will benefit anyone involved in marketing, market research, digital advertising, and business strategy, including CX practitioners, business leaders tasked with delivering growth, data scientists, marketing agency executives and consultants, and advanced business and marketing students.

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Acknowledgments. Foreword. Prologue. Chapter 1. The Evolution of Marketing Research. Chapter 2. The Data: The Raw Material of Insight. Chapter 3. The Underlying Science. Chapter 4. The Customer Opinion Paradox. Chapter 5. Going Downstream. Chapter 6. Beyond Insights: From Understanding to Action. Chapter 7. The Jobs: From Analysts to Synthesizers. Chapter 8. Algorithmic Empathy: From Conversations to Personalizations. Chapter 9. From Predictive Analytics to Generative Foresight. Chapter 10. Beyond Prediction: Exploring Multiple Strategic Options. Chapter 11. Ethical Imperatives in AI-Driven Market Research. Chapter 12. The Future: Marketing Research in an AI-Driven World. Epilogue

Author(s)

Biography

Michalis A. Michael is the founder and CEO of listening247 by DigitalMR, a London-based tech company specializing in AI for unstructured data analytics, research, and digital ad creation.

Nicos Rossides is an accomplished CEO, startup mentor, and professor of management. A Mombusho and Fulbright scholar, he earned his doctorate in engineering from Kyoto University and is a graduate of MIT Sloan School’s Program for Senior Executives.

Critics' Reviews

“This book is written by two multidisciplinary engineers who found their way into marketing research. Over the years, they built careers in major organizations, launched ventures, and now advise companies worldwide. Born out of passion for the profession and grounded in business realities, it blends heart with hard-earned wisdom.
Seen through the lens of their engineering background, the insights offer clarity and foresight. In an era of rapid AI adoption, this book combines love for the craft with practical guidance to help navigate complexity with confidence.
Michalis and Nicos have produced a book that speaks to professionals across marketing, not only researchers. It balances teaching with practical business solutions.
Tracing the evolution of how we understand human choices, the book looks back at the history of the discipline while pointing to a future shaped by AI. The aim remains constant: to generate insights that are accurate, relevant, and actionable.
What sets it apart is its clear-eyed view of the challenges and opportunities AI brings, charting a strategic course that is both grounded and engaging.
AI is reshaping marketing research at an extraordinary pace. With adoption come risks and opportunities, and navigating them requires clarity and experience. Michalis and Nicos provide both, showing how professionals are shifting from data gatherers to insight synthesizers and ecosystem stewards.
They outline how organizations can embrace broader access to research while holding fast to what matters most: human oversight, transparency, and ethics. These are not just safeguards but essential foundations for the future. The book offers a candid view of AI’s promise and a roadmap for action, results, and responsible innovation.”
Joaquim Bretcha, Director General of ESOMAR

“By uncovering significant milestones of market research over the years, this book acts as a powerful catalyst enabling teams to redefine and elevate their development and application of intelligence. This reflection is critical in driving transformation that will ultimately drive competitive advantage.”
Mina Sfondilis, Global F&B Company, Senior Director

“We are drowning in data but starving for wisdom. AI Powered Insights shows how AI collapses time, turns customer noise into foresight, and makes every decision sharper, faster, and smarter. Speed is the new strategy—and this is the blueprint.”
Shep Moyle, Managing Director Moyle+Partners (Moylepartners.com)
Senior Lecturing Fellow, Innovation and Entrepreneurship, Fuqua School of Business, Duke University
Past President, Duke Alumni Association International Chairman YPO, 2005-06

“Michalis and Nicos deeply touch what I have myself called the power of 'AI + AI' -fusing Artificial with Anthropological Intelligence. Without humanity, speed is empty; without scale, wisdom stays small. Guided by stoic wisdom, this book invites curiosity, celebrates uniqueness, and inspires us to let technology serve humanity. Grab this book and you will find not an ode to a fleeting trend but a chronicle where AI helps a structural Insights transformation through changing technologies, and most importantly, through changing humans”.
Edwin Taborda, Chief Consumer & Market Intelligence Officer, L’Oreal Consumer Products Division

AI Powered Insight Marketing Research Reconfigured

Description

Table of Contents

Author(s)

Biography

Critics' Reviews

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