Qcast: Marketing Technology + Human Insights = Untapped Opportunities

New technology vendors are popping up every day offering marketing automation tools that promise ‘smart data’ and improved analytics. For users and practitioners of qualitative research, these emerging technologies can provide new opportunities to provide expertise that augments this data.

In this session, we will discuss how AI (Artificial Intelligence), ML (Machine Learning), BI (Business Intelligence) and other parts of the Marketing Technology (MarTech) stack are transforming the market research industry. We will explore how these tools are being used and, most importantly, their limitations - allowing qualitative research to provide additional value through human insights. Participants will gain a practical understanding of these technologies and how today’s qualitative offerings can enhance marketing efforts.