Insights’ business needs AI-first mindset

Old, traditional survey-based consumer research is passe. With digital media capturing more than 60 percent of India’s advertising share, market research through social listening, product reviews, blogs and vlogs is in. Amit Adakar, veteran market researcher, shared these insights soon after taking over as the India CEO of the global consumer insights firm i-Genie.ai. “In India, market research, specifically, survey research is not keeping pace with technology or consumers. In today’s attention-deficit, non-linear world, consumers are consuming content, generating content and making decisions at the time and context of their choosing. Survey research still relies on consumer’s memory and their unvalidated claims,” said Adarkar, who will build i-Genie’s brand equity tracking, product benchmarking, innovation, and trend spotting services in the country.