3 Questions Every Decision-Maker Should Ask About GenAI in Market Research

Generative AI is transforming how organizations listen, learn, and make decisions.
In market research and strategy, it’s not just a new tool — it’s a new paradigm.

Every decision-maker, from insight leaders to innovation directors should start with these three questions:

1. What can AI replace?

AI is remarkably effective at automating what once consumed hours of human work:
– processing open-ended survey responses,
– extracting verbatim quotes from interviews,
– clustering themes across hundreds of focus groups,
– or creating first-level summaries for reports.

With the tool we designed Insight-lab, these steps happen now in seconds — freeing experts to focus on what truly drives value: connecting the dots, identifying meaning, and shaping the story behind the data.

AI doesn’t replace researchers. It replaces the manual grind that kept them from thinking strategically.

2. Where is human intervention needed?

Even the most advanced AI cannot fully understand human intention. AI can process what people say, but not always why they say it.
Human interpretation remains essential to capture emotional nuance, context, and strategic intent.

In qualitative research, meaning often hides between the lines.
That’s where human expertise — empathy, intuition, and cultural understanding — makes the difference.
Researchers still guide the conversation, interpret subtle emotions, validate meanings, and decide which insights truly matter for growth.

At Insight-lab, we see AI as a co-pilot — not an autopilot.
It accelerates analysis, but the human mind still defines direction, relevance, and impact.

3. What becomes possible only with AI?

This is the most powerful question.
Because beyond automation, AI opens new frontiers that were simply impossible before.

Imagine being able to:
– Analyze 10,000 consumer interviews and detect emotional shifts across countries.
– Compare spontaneous consumer language about your brand versus competitors in real time.
– Generate personas dynamically, evolving with every new dataset.

This is what Insight-lab enables — the ability to see patterns no human team could ever process alone.
It’s not about doing the same work faster.
It’s about asking better questions and unlocking deeper insights that shape strategic decisions.

It’s not about replacing humans — it’s about amplifying human understanding.

These three questions define the next decade of research and strategic decision-making:

• What should we automate?

• Where do we keep the human touch?

• And what new doors can we open thanks to AI?

The future won’t belong to those who collect the most data — but to those who know how to make data speak with meaning.

👉 Which of these three questions resonates most with your current challenges?