FEATURE23 August 2023

Virtual engagement: Can AI improve surveys for participants?

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Generative artificial intelligence can boost survey engagement, research commissioned by beer maker Heineken and carried out by MMR Research has found. Liam Kay-McClean reports.

pink 3d rendering of a female face

The metaverse. ChatGPT. OpenAI. Chatbots. Apple Glasses. Google Bard. Much has been written in recent months about the potential transformative impact of artificial intelligence (AI) and augmented reality (AR) on the market research industry and wider society. It has become increasingly hard to separate the wheat from the chaff when it comes to opinions on the subject, with little evidence as to what the likely role either technology will play in our daily lives and in the workplace.

Heineken wanted to see what impact technologies such as AI had on engagement with consumers. To try to address the evidence gap, MMR Research and Heineken set up an experiment to see how AI technologies affected market research surveys and whether they could enhance the reach of market research, especially with a younger audience. The study followed an MMR Research-funded experiment on AR’s impact on survey engagement.

With much of the industry’s experimentation in ...