What role can machine learning and AI play in market research?
13 September 2018

This blog introduces our latest Call for Papers, in which we want to explore the current impact that machine learning (ML) and artificial intelligence (AI) is having on research, and how this is likely to shape the sector in the future. And, of course this is a topic that clients also grapple with, so we also would like to examine the role that research can play in helping them make the right decisions when developing ML/AI strategies, especially those affecting consumers. 

ML/AI is a major topic of conversation amongst researchers, but we don’t really know if these developments herald new opportunities through a paradigm shift in methodologies and working practices, or whether it poses a big threat from others entering the sector offering new tools and low-cost services, allowing them to enter the sector and steal our lunch.

However, there is no doubt that the skill-mix within the sector is likely to be radically altered by the adoption of ML/AI technologies.

How can we ensure we have the right skills and expertise in place, especially as this is likely to be a very competitive marketplace for talent? Also, what are the limitations of ML/AI when applied to research. We see a spectrum of automation methodologies, from simple rule-based applications (e.g. creating visual versions of data) to sophisticated applications, such as managing community groups and panels.

Exploring the relationship between technology and humans is also a key facet of more advanced solutions, where human knowledge may limit, or bias, the capability of ML/AI solutions, and the emergence of ‘collaborative intelligence’ as a way to help address this challenge. 

We’ve divided potential topics on the overall theme under two headings.

Firstly, we want to see submissions that are technologically and methodologically focussed – and discussing any negative aspects, as well as the positive factors.

Secondly, we also want to focus on the challenges and issues that ML/AI are likely to bring to the sector, and how these can be addressed – this heading covers papers describing methods for validating ML/AI solutions in practice. We see this as an increasingly important field of research.

Finally, this heading also covers the assistance and guidance researchers can provide to clients by applying our expertise to help them develop effective ML/AI strategies of their own. 

We want to see submissions from both the academic and practitioner communities. Examples of collaboration between these two communities would be very welcome, and such submissions might be eligible for our annual IJMR Collaborative Award. All submissions are potentially eligible for the MRS Silver Medal and MRS Innovation in Research Methodologies awards.  

ML/AI is still in its infancy when applied within the research sector, so now seems a very good time to focus on this topic in IJMR, and help lead the sector in the right direction by describing the methodologies and technologies; the applications; the opportunities that ML/AI provides and challenges that need to be faced and overcome; outlining ways to create reassurance and instil confidence in users.

I look forward to reading your submissions.

You can read the Call for Papers and submission criteria on the SAGE Publications website.