The Big Data Problem That Market Research Must Fix

Ken Faro and Elie Ohana

Insight into what customers really care about often is hampered by the quality of the information being collected. Big data can support smart market research, but only if researchers embrace psychometric best practices and the basics of understanding what it is they want to measure and how. That means asking the right questions, asking enough questions, understanding how to weigh questions, and taking into consideration how people felt about the brand to begin with.

Mastering the Market Intelligence Challenge

Murali D.R. Chari et al.

A shortage of reliable information is common in emerging markets. Because such markets are heterogeneous, the sources and methods for market intelligence require modification before they can be transferred from one emerging market to another. Market intelligence is thus best viewed and managed as a strategic asset that multinationals should invest in keeping up to date.

Designing AI Systems That Customers Won’t Hate

Ziv Carmon et al.

Though autonomous technology has a large and growing range of potential applications, it also may threaten users’ sense of autonomy and free will, or their belief that they can decide how to pursue their lives freely. But companies can create systems users don’t hate by protecting users’ autonomy, unpredictability, and privacy.

Four Challenges to Overcome for AI-Driven Customer Experience

Frontiers |

P.V. Kannan and Josh Bernoff

To win over skeptics, champions of AI-driven customer service need to show more benefits than just saving money. There are economic, technical, political, and cultural barriers that savvy managers must overcome in order to successfully integrate AI into their company’s customer service systems.