AI: utopia and dystopia consisting at the same time
In this episode, Ewout Witte speaks with Herbert Höckel (founder / managing
director of MoWeb Research and Esomar Council) about the impact of AI on the
market research industry and why this development is fundamentally different from
previous innovations.
Where earlier changes mainly focused on tools and methodologies, AI is now
affecting the entire research value chain. From concept development to analysis
and consultancy: no stage remains untouched.
At the same time, this development raises a number of challenging questions. As AI
increasingly takes over tasks – from coding and analysis to generating insights –
what does this mean for the role of the researcher? And perhaps even more
importantly: how will new generations still learn the profession if the very tasks that
used to provide learning opportunities are disappearing?
According to Herbert, the value within the field is shifting more and more towards
data quality, human interpretation, and genuine interaction with respondents. This
leads to clear choices in the market: specialization becomes more important, and
organizations are repositioning themselves within the value chain.
The core message is clear: AI is not a passing hype, but a structural development
that is reshaping the industry. Not by replacing humans, but by transforming their
role.
A conversation about opportunities and risks, hype and reality and about what it
means to be a good researcher in this new reality.
Links to people / institutions Herbert follows and recommends:
Website: there is an AI for that: https://theresanaiforthat.com/
Esomar publications: https://esomar.org/
LinkedIn Ruben Hasid: https://www.linkedin.com/in/ruben-hassid/
LinkedIn: Kevin Cartey: https://www.linkedin.com/in/kkarty/
