A practical introduction to AI for Market Research professionals.
By Ian Roberts
Ian Roberts is a long-standing industry friend of Hannelius Recruitment and a recognised voice within the Market Research community. He helps professionals harness AI to work smarter and uncover insights faster. In this guide, he introduces how AI can be applied in everyday research workflows, making complex processes simpler and more efficient.
INTRODUCTION TO THE BOOK:
Artificial Intelligence (AI) can be considered one of the greatest disrupters within the Market Research (MR) and Insights sectors: It is revolutionising the workflow processes and procedures as much as it is within any other sector. The ability to converse with an agent to uncover insights, discuss topics of interest or uncover trends in both unstructured data and online articles gives the ‘casual’ user the perceived ability to run all MR processes.
This book seeks to provide an introduction to what AI is, a grounding in the possible uses of AI within MR and some of the precautions to take when adopting AI. This guide does not cover more advanced AI use, or implementing AI agents to manage the workflow. It also does not look at dedicated AI-driven software provided by suppliers to the Insights sector. However, it will address areas where AI can assist, and provide some caveats to the use of AI.
Who is this for?
This book is written as an introductory guide to AI within the Market Research and Insights sector (MR). It is intended for those who
- are new to AI
- are curious as to the impact of AI in the workplace
- don’t know where to start with AI
- Don’t wish to get left behind
AUTHOR BIO
Ian Roberts - MRS Hero 2025 and Owner of RealAIzIT, a consultancy specialising in the use and implementation of AI within Market Research and Insights organisations.
Ian has almost 30 years’ experience within the MR and Insights industry, covering multiple roles: as a buyer of research services; a user and supplier of quant, qual and panel management software; a panel manager and seller of panel services; a provider of Full Service solutions; a technical director, covering tabulation, presentation and statistical analysis, and now a consultant to the Insights sector.
A passion for technology and a problem-solving aptitude has been at the forefront of Ian’s career: Translating technical terms into everyday language, with relatable examples, drives his consultative approach.
Ian sees opportunities to utilise AI as a co-pilot for those within the Insights and Market Research sectors, and would like to share his experiences in applying AI to different steps within the traditional workflow for all organisations within the sector.
Linkedin: https://www.linkedin.com/in/eanrobs/
Whether you’re new to AI or just curious about its impact on research workflows, this guide will help you explore practical applications and decide where to begin.
