Recently, SPRINT sent JP to IIEX in Amsterdam and Quirk’s Media in London to gather insights on the latest trends in market research and network with the brightest minds in the business. 

AI is revolutionizing market research by providing deeper insights, enhancing engagement, and driving innovation. Key learnings from IIEX 2024 and Quirk’s Media highlight its transformative potential. 

• AI is expected to drive significant growth in eCommerce, Finance, and Media sectors by 2030. Optimizing pricing, packaging, and promotions drives sustainable growth.  

• Early consumer engagement reduces risks and ensures better market fit. Predictive analytics offer real-time insights for better product development.  

• AI-powered sampling provides quick, accurate qualitative research, while AI-driven moderators enhance data collection efficiently. 

• Empathy-based techniques build deeper consumer connections, and conversational AI improves survey engagement and data quality. Tailored AI strategies with curated data and human oversight enhance decision-making. 

• AI’s ability to decode consumer perceptions and cultural trends will provide nuanced insights, making marketing efforts more effective. The emphasis on emotionally engaging communications, as opposed to purely rational arguments, underscores the importance of understanding and connecting with consumers on a deeper level. 

These advancements align perfectly with our mission to deliver fast, reliable, and actionable market research solutions. SPRINT is aware of and actively exploring the incorporation of AI into our solutions development, aiming to further accelerate the research process, enabling faster iteration and more responsive decision-making.