AI in Market Research

Key insights during lunch break

May 20th, 2025 at 1:00 pm CET (online)

Speaker
Michael Haenlein, Professor of Marketing at ESCP Business School
Chair in Responsible Research in Marketing, University of Liverpool Management School
Guest editor of the current NIM Marketing Intelligence Review (NIM MIR)

Topic
Generative AI is fundamentally changing the way we work: what used to be slow is now instant, what was costly becomes scalable, and familiar approaches are being fundamentally redefined. But AI does not just accelerate research - it reshapes how insights are created, evaluated and applied.

In this session, we explored where GenAI truly adds value in market research and where its limits lie.
From AI as a research assistant or sparring partner to synthetic respondents and AI-assisted idea screening, we discussed practical applications and their implications.

Professor Michael Haenlein highlighted key questions:
➡️ How can GenAI be effectively integrated into market research?
➡️ Where does AI support decision-making and where should caution prevail?
➡️ How can companies combine AI speed with human judgment to ensure reliable insights?

The recording is now available exclusively to our members in the NIM member area.