Toss Up: AI-driven Analytics or Traditional Market Research?

Rob Freedman, VP of Marketing at EZO, dives into the debate between AI-driven analytics and traditional marketing research, sharing insights on when to use each approach. Discover how blending the two methods can harness both the art and science of marketing, ensuring a powerful and efficient strategy. Freedman also discusses the innovative concept of synthetic data to validate survey questions, offering practical advice for enhancing market research.

Show Notes

  • 00:30
    AI driven Analytics vs Traditional Market Research
    Discussion on the benefits and drawbacks of using AI-driven analytics compared to traditional market research methods in marketing strategies.

Quotes

  • "despite the hallucinations that we spoke about earlier, AI is tremendous at parsing data and finding patterns and helping you sift out the signal from the noise there." - Rob Freedman

  • "AI does put a lot of emphasis on the science part and not doing the market research or not doing too much of the forward looking is a disservice to the art part. And you need both." - Rob Freedman

  • "don't be afraid to blend. Many companies use a hybrid approach. There's nothing wrong with that." - Rob Freedman

Episode Chapters

  • 01:43: Toss Up -- AI driven analyticsnChoosing AI driven analytics leverages data parsing and pattern finding, providing a force multiplier as companies run leaner and scale faster.nn02:41: Game Plan -- Combining research methodsnEffective marketing requires a blend of traditional market research to understand customer needs and AI analytics to analyze past results and predict trends.nn03:22: Talk Nerdy To Me -- Synthetic data usagenSynthetic data, built on large language models, can predict the effectiveness of survey questions, offering a hybrid approach to market research validation before deployment.nn04:21: The Secret Sauce -- Hybrid approach benefitsnCombining traditional and AI-driven methods creates a balanced marketing strategy, enhancing the journey for buyers and making the company more adaptive and efficient.

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