Original article by Roy Morgan Research
Market Research Update – Page: Online : 7-Aug-17
As artificial intelligence gets smarter, automated market research and survey programs are becoming ubiquitous. But is truth the first victim of automation. According to David Autor, an economist at MIT, this kind of automation is best applied to explicit, codifiable procedures where automation vastly exceeds human labour in speed, quality, accuracy and cost efficiency. Tasks that have proved most difficult to automate, he adds, are those that demand flexibility, judgment and common sense. Automated surveys are good at posing the questions and collecting, even organising the answers – that is a rational, codifiable procedure. But what about the analysis of oceans of data? That is where the human traits of flexibility, judgment and common sense come into play. According to the Roy Morgan Research Institute, trust and truth are treasures in a world of disposable, phoney information. The Australian Human Rights Commission trusted Roy Morgan’s human driven processes when it commissioned a study on sexual assault and harassment in Australian universities, while Roy Morgan has been trusted to manage the longitudinal data collection for the Household Income and Labour Dynamics in Australia (HILDA) survey since 2009.
ROY MORGAN RESEARCH LIMITED, AUSTRALIAN HUMAN RIGHTS COMMISSION, UNIVERSITY OF MELBOURNE. INSTITUTE OF APPLIED ECONOMIC AND SOCIAL RESEARCH, MASSACHUSETTS INSTITUTE OF TECHNOLOGY