NIM Marketing Intelligence Review
AI in Market Research
We examine the current opportunities and challenges of AI in market research and discuss where generative AI creates real value — and where its use can cost time, quality or credibility.
Our guest editor, Michael Haenlein, Professor of Marketing at ESCP Business School and Chair in Responsible Research in Marketing at the University of Liverpool Management School, joins leading scholars in calling for close collaboration between humans and AI — combining the speed and scale of artificial intelligence with human judgment and expertise.
This issue also features practical and financially attractive application examples, showing how AI can be used effectively in both qualitative and quantitative research settings.
Guest Editors
- Michael Haenlein, Professor of Marketing, Chair in Responsible Research in Marketing, ESCP Business School, University of Liverpool Management School
Issue Contents
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