James Forr speaks at the Future of Insights Summit

OZ’s James Forr was a speaker this afternoon at the Future of Insights Summit, sponsored by the University of Georgia’s MMR Program and the Insights Association South Atlantic.

His presentation drew parallels between the evolution of AI in market research and the evolution of new forms of technology in entertainment. His argument is that although AI will change market research, it need not mark the end of market research, provided researchers adapt and lean into their strengths.