Kāore te AI Whakaputa (AI Ira) i te ariā ā-mua; he mana hou tēnei e hanga hou ana i ngā ahumahi, ā, kei te tū te rangahau mākete ki te pari o tōna panonitanga nui rawa atu. Ko te tere o te tango i te AI puta noa i te mākete waenga, me te 91% o ngā umanga e whakamahi ana i te AI Ira, he pikinga nui mai i te 77% i te tau o mua, e whakaatu ana i tēnei panonitanga nui (1). Ko tēnei ia e tohu ana kei te tere haere te AI hei paerewa i roto i ngā mahi pakihi, e neke atu ana i ngā wāhanga whakamātautau ki ngā rerengamahi matua.
E whakaatu ana te tuhinga a te Harvard Business Review (HBR), "How Gen AI Is Transforming Market Research," i te āhua o te whakarerekētanga nui o tēnei hangarau i te kohikohinga, te tātaritanga, me te whakamahinga o ngā māramatanga mākete. Kei te neke atu i te aunoatanga noa iho hei whakahohe i te māramatanga hohonu me te whakatau tere ake. Ahakoa tēnei awhi whakahaere, he kitenga nui e pā ana ki te rerekētanga kitea i roto i te tangohanga takitahi: 15% noa iho o ngā kaiwhakahaere e whakamahi ana i te Gen AI i roto i ā rātou mahi o ia rā, e whakaatu ana i te āputa nui i roto i te whakaurunga mahi i te taumata takitahi (2). Ka hangaia he āhuatanga whakahihiri i reira kei te haumi ngā whakahaere ki te AI, engari kāore anō kia tino whakamahia e ngā kaiwhakahaere takitahi ōna āheinga i roto i ā rātou whakataunga o ia rā. Mō ngā kamupene rangahau mākete, he whai wāhitanga ahurei me te kawenga tēnei. Mā te whakaatu i te whakaurunga AI o ia rā, whai hua, me te kawenga i roto i ā rātou ake mahi, ka taea e ēnei umanga te mahi hei mahere me te hoa mahi tahi mō ā rātou kiritaki e whakatere tonu ana i ngā uauatanga o te tangohanga AI. Ko te mea nui mō ngā umanga rangahau mākete ehara i te mea ko te whai huatanga o roto anake; engari ko te noho hei aratohu tino nui mō ngā kiritaki e raru ana ki te whakaurunga AI, kia piki ake ai tā rātou whakaaro uara ki tua atu i te tuku raraunga tuku iho.
Ka whakakotahihia e tēnei tātaritanga ngā tirohanga matua a te HBR, ā, ka whakauruhia ngā au me ngā wero whānui o te ahumahi hei whakarato i tētahi mahere rautaki ki ngā kamupene rangahau mākete. Ko te arotahi ko ngā whakaritenga mahi kia kaua e urutau noa, engari kia tautuhi anō hoki i tā rātou uara me te pupuri i tētahi painga whakataetae i roto i te ao o te Gen AI e tere whanake ana.
Ngā Pou e Whā o te Huringa o te Gen AI i roto i te Rangahau Mākete
E whā ngā momo whai wāhitanga e tautuhia ana e te tuhinga HBR, e whakaatu ana i te Generative AI e tino whakarerekē ana i te rangahau mākete (4). Ehara ēnei nekehanga i te whakatikatika ā-pūtea engari he huringa taketake, e hiahia ana kia whai whakautu rautaki me te matatau mai i ngā umanga rangahau mākete.
Te Tautoko i ngā Mahi o Nāianei: Te Whakapai Ake i te Tere, te Utu, me te Kounga
Ka whakanuia e te Generative AI te whai huatanga, te kounga, te tika, me te whakaritenga o ngā tukanga rangahau mākete o nāianei. Kei a ia te kaha ki te hanga tuhinga tere, ki te whakarāpopoto i ngā rangahau o mua, ki te tango i ngā kitenga mai i ngā uiuinga me ngā raraunga hou, me te whakamārama i ngā kaupapa matua i te tere atu i ngā kaitātari tangata (4). E mōhiotia whānuitia ana tēnei whai huatanga tonu puta noa i te umanga, me te rangahau o neke atu i te 170 ngā kaimahi rangahau mākete me ngā kaiwhakamahi e whakaatu ana kua whakamahia kētia e te 45% te Gen AI i roto i ā rātou mahi raraunga me ngā tirohanga, ā, ko tētahi atu 45% kei te whakamahere ki te mahi pera (4).
Ahakoa he nui ngā pikinga o te tere me te whai huatanga, e whakaatu ana te tirotiro hohonu ko te mea e tukuna ana e te painga whakataetae i tēnei wā ka tere te noho hei tumanakohanga matua. Mena he nuinga (90%) o ngā kaimahi rangahau mākete kei te whakamahi, kei te whakamahere rānei ki te whakamahi i te Gen AI mō ngā mahi pēnei i te whakarāpopototanga me te tango raraunga, ka tere te heke o te painga whakataetae i ahu mai i ēnei whakapainga whai huatanga anake (4). Nō reira, me tere te whakahaere a ngā kamupene rangahau mākete i ēnei pikinga whai huatanga hei whakawātea i ngā rauemi tangata. Ka neke te uara pono mai i te mahi tere noa i ēnei mahi ki te whakamahi rautaki i te kaha tangata kua whakawāteahia mō ngā mahi uara teitei ake kāore e taea e te Gen AI te tārua. Kei roto i ēnei ko te whakamaoritanga kounga matatau, te tirohanga rautaki, te whakaoti rapanga uaua, me te whakawhanake i ngā whanaungatanga kiritaki hohonu ake. Me neke te arotahi mai i te "kia pēhea te tere o tā tātou whakaoti i ngā mahi?" ki te "he aha te māramatanga rautaki hou ka taea e tātou te hura ināianei kua tere ake tātou?"
Te Whakakapi i ngā Mahi o Nāianei: Te Aranga Ake o ngā Raraunga Hanga
E whakaatu ana te Gen AI i tētahi kaha kaha ki te whakaputa me te tātari i ngā "raraunga hangai"—he raraunga hangai e whai ana i ngā whanonga me ngā manakohanga o te tangata tūturu (4). Ka taea te whakamahi i ēnei raraunga hangai hei whakatauira i ngā urupare a te kiritaki, a te hunga whakataetae rānei, me te whakaatu pai i ngā mamae pea me ngā painga e rapuhia ana e ngā kiritaki i ngā wāhanga rerekē o ā rātou taunekeneke me tētahi hua, ratonga rānei. He ngāwari ki ngā umanga te whakamahi i ngā kaupapa Gen AI e wātea whānuitia ana, te whakawhanake me te whakangungu rānei i ā rātou ake tauira motuhake mā te whakamahi i ngā raraunga rangatira kua kohikohia (4). He mea nui te whakamahi i tēnei kaha, me te 81% nui o ngā kaiwhakautu rangahau e kī ana kua whakamahia kētia e rātou, kua whakamahere rānei ki te whakamahi i te Gen AI hei hanga raraunga hangai (4).
Heoi, ko te whānui o te whakamahinga o ngā raraunga hangai he kawenga nui. Ahakoa ka taea e ngā tauira tūmatanui te whakahaere i ngā raraunga kounga iti ake te hanganga, ko ngā tauira Gen AI iti ake ka herea ki ngā raraunga hanganga, ki ngā raraunga haurua-hanganga rānei (4). Ko te mea nui ake, ko ngā persona hangai he pono noa iho i runga i ngā raraunga i whakangungua ai rātou; ko ngā raraunga pūtake hapa, kāore rānei i oti ka arahi ki ngā māramatanga hapa (5). Ka puta he taupatupatu tika i waenga i te kupu whakaari o ngā raraunga hangai mō te whakatauira tere me tōna kaha ki te whakaputa hua tinihanga. Kāore e taea e ngā kamupene rangahau mākete te whakaputa raraunga hangai noa; ka whakawhirinaki tonu tō rātou uara ki tō rātou kaha ki te whakarite i te kounga, te āhua o te māngai, me te pono matatika o ēnei raraunga. Me whakawhanake tēnei i ngā tikanga whakamana pakari, te haumi ki te tohungatanga pūtaiao raraunga hei tirotiro i ngā tauira AI mō te whakaaro pākiki, me te tuku pea i te "arotake raraunga hangai" hei ratonga hou. Ko ngā umanga ka taea te kī pono i ngā raraunga hangai pono ka wehewehe i a rātou anō me te hanga i te whakawhirinakitanga o te kiritaki, ka huri i te kaha hangarau hei whakaaro uara matua.
Te Whakakī i ngā Āputa: Te Maramaramatanga Tonu
Ka taea e te AI whakaputa te mahi hei "mīhini atamai e mahi tonu ana" mō te māramatanga o te kiritaki me te mākete, e whakarato ana i te urunga tere ki ngā taunakitanga ā-wheako ina kore e wātea ngā raraunga tuku iho, he nui rawa rānei te utu ki te tiki (4). Mā tēnei āheinga ka taea e ngā kairangahau mākete te whakamātautau tere i ngā whakapae, ngā ariā whakamātautau me ngā rautaki whakatinanatanga, me te whakamahi i te AI hei papa whakatau mō ngā whakataunga whakahaere. Hei tāpiri, ka taea e ngā whakahaere te whakawhanake i ngā "taiwhanga" ā-roto hei whakauru i ngā tauira AI ritenga ki ngā kaimahi puta noa i te hinonga, hei whakatairanga i te whakatau whakatau e ahu mai ana i ngā raraunga puta noa (4). Ka kitea te taunakitanga o tēnei ia i roto i te meka i kī te 30% o ngā kaiwhakautu rangahau e whakamahi ana i te Gen AI hei ārahi i ngā whakataunga kāore i mua i whakamahi i ngā raraunga o waho, ā, 81% i kī e whakamahi ana, e whakamahere ana rānei ki te whakamahi i te Gen AI hei "whakarongo ki te mākete" me te noho mōhio ki te whenua whakataetae (4).
Ahakoa te whakamana i tēnei whakawāteatanga o ngā mōhiohio, he wero anō hoki: ko te nui o ngā raraunga e wātea ana ka tūpono ka arahi ki te tātari papaku, ki te kore rānei e taea te whakatau i ngā mea me te kore he aratohu a te tohunga. Mā te kaha o te AI ki te whakarato i te "urunga tere ki ngā taunakitanga ā-wheako" me te āhei i te "whakarongo ki te mākete" whānui ka māmā ake te uru atu ki ngā raraunga ki te hunga ehara i te kairangahau (4). Heoi, ki te kore he anga tātari tika, he whakamaoritanga arohaehae rānei, ka taea e tēnei nui o ngā raraunga te arahi ki te nui rawa o ngā mōhiohio. He whakatūpato kei "whakawhirinaki nui ki ngā LLM," me te whakanui ko te whakaaro arohaehae tangata he mea nui tonu (5). Nō reira, ka neke te uara o ngā kamupene rangahau mākete mai i te noho hei kaiwhakarato raraunga anake ki te noho hei kaitiaki tohunga, hei kaiwhakamāori, hei kaitohutohu rautaki mō ngā māramatanga i hangaia e te AI. Me āwhina e rātou ngā kiritaki ki te whakatere i tēnei waipuke o ngā mōhiohio, te tautuhi i ngā tohu pono mai i te haruru, te whakarato horopaki, me te whakamaori i ngā putanga AI mata ki ngā taunakitanga rautaki ka taea te mahi. Ka whakanui ake tēnei i tā rātou mahi mai i ngā kaiwhakarato raraunga ki ngā hoa rautaki, me te whakanui i te mahi nui o te tohungatanga tangata ki te whakamārama i te mohiotanga e peia ana e te AI.
Te Waihanga i ngā Momo Raraunga me ngā Māramatanga Hou: Te Wā o ngā Māhanga Mamati
Mā te Gen AI ka taea te waihanga i ngā "māhanga matihiko"—he tauira mariko o ngā kiritaki takitahi, i hangaia mai i ngā raraunga e wātea ana ki te marea, i ngā raraunga rangatira rānei (4). Kei te whakamātautau kaha ngā kaihokohoko ihirangi me ngā kaihoko ki ēnei māhanga matihiko hei whakamātautau me te whakapai ake i ā rātou rauemi me ā rātou tono i mua i te whai wāhi atu ki ngā tāngata tūturu. Ko tētahi painga matua o tēnei huarahi ko te kore e pāngia e ngā māhanga matihiko te ngenge, te riri, te hoha rānei, e āhei ai te whakataurite whānui me te ātaahua o ngā mahi hokohoko (4). He mea nui te tango i tēnei tono auaha, neke atu i te 40% o ngā kaiwhakautu kua whakamātautau kē ki ngā māhanga matihiko, ā, ko tētahi atu 42% kei te whakamahere ki te mahi i tēnā i te heke mai (4).
Ahakoa he maha ngā whai wāhitanga o ngā māhanga matihiko mō te whakatikatika i ngā mahi hokohoko me te whakawhaiaro nui, me whakatū he taurite ngawari. Tērā pea ka tauhohe kino ngā kaihoko ki ngā ihirangi e kiia ana he tino whakahaerehia e te AI, inā koa i ngā wāhi e whakawhirinaki ana ki te taunekeneke tangata (6). Ka puta he pakanga pea i waenga i te whakanui ake i ngā kaha o te AI me te pupuri i te whakawhirinaki a te kaihoko. Nō reira, me ārahi ngā umanga rangahau mākete i ngā kiritaki ehara i te mea ko te whakatinanatanga hangarau o ngā māhanga matihiko anake, engari ko te taurite ngawari i waenga i te whakamahi i a rātou mō te whakawhaiaro nui me te whakaute i ngā rohe o te kaihoko. Me mārama tēnei ki te pānga hinengaro o te taunekeneke AI me te tohutohu mō te māramatanga mō te whakamahinga AI, me te whakanui hoki i ngā āhuatanga tangata o te ratonga (6). Ka neke te whakaaro uara ki te tohutohu mō te whakatinanatanga matatika, te whakahaere i te tirohanga a te kaihoko, me te whakarite kia whakarei ake te whakawhaiaro i te wheako o te kaihoko, kaua e wehea.
Ngā Whakaritenga Rautaki: Me pēhea te Tāpiri Uara a ngā Kamupene Rangahau Mākete
Hei angitu i roto i tēnei ao hurihuri, me whakawhanake wawe ngā kamupene rangahau mākete i ā rātou tuku me ngā āheinga ā-roto. Ehara i te mea ko te whakamahi noa i ngā taputapu hou tēnei whanaketanga engari ko te tautuhi anō i tā rātou tūranga rautaki.
Te Hoko Pūkenga ki ngā Pūkenga AI me te Whakapai Pūkenga Tālena: Kei tua atu i ngā Utauta ki te Tohungatanga
Ehara i te mea ko te whiwhi pūmanawa anake te take o te tango i te Gen AI; engari ko te whakawhanake i te tohungatanga tangata. Kei roto i tēnei ko te whakangungu motuhake ki te hangarau tere, te whakahaere AI, me te whakamaoritanga arohaehae o ngā putanga AI (5). E whakaatu ana te rangahau a te RSM he nui te 92% o ngā kamupene e whakamahi ana i te Gen AI i pāngia e ngā wero i te wā o te whakatinanatanga, me ngā "āputa pūkenga ā-roto" i tohua hei take matua (1). I tua atu, 53% anake o ngā kamupene i kī mai kua "rite" rātou mō te tango i te AI, e whakaatu ana i te hiahia nui o te mākete mō te tohungatanga AI (1). E kitea ana tēnei hiahia e te meka i kite te 70% o ngā kamupene mākete waenga e whakamahi ana i te Gen AI i te hiahia o te tautoko o waho, me te 47% i tohatoha tahua mō ngā ratonga kōrero AI (1).
Heoi, ko te mana tūturu o te AI, ehara i te mea kei te whakakapi i ngā āheinga tangata engari kei te whakanui ake i a rātou. E kī ana tēnei ko ngā umanga rangahau mākete tino angitu ko ērā e whakatipu ana i te whanaungatanga tauutuutu i waenga i ā rātou kaitātari tangata me ngā taputapu AI matatau. Ko te AI whakaputa "ka pai ake te mahi ina tautokohia te auahatanga tangata," ā, he whakatūpato nui kei "te whakawhirinaki nui ki ngā LLM," me te whakanui ko te AI he taputapu, ehara i te whakakapi mō te whakaaro arohaehae tangata (1). Ina hoki, ko te AI te mea pai hei "hoa whakaaro" (3). Ko te tikanga o tēnei ko te arotahi ki te whakapiki i ngā pūkenga o ngā kaitātari kia noho hei "kaiārahi e whakahaerehia ana e te AI" ka taea te pātai i ngā pātai tika, te whakamārama i ngā putanga AI matatini, te tautuhi i ngā tauira huna, me te whakamahi i te tohungatanga rohe hohonu ki te whakaoti rapanga rautaki uaua. Ko te painga whakataetae kei roto i te whanaungatanga tauutuutu i waenga i te hinengaro tangata me te tukatuka mīhini, ka waihanga i te māramatanga kāore e taea e tetahi te whakatutuki takitahi. Me whakatinana e ngā umanga rangahau mākete ngā kaupapa whakangungu motuhake tonu mō ā rātou tīma, me te arotahi ki te whakamahinga taputapu AI matatau, ngā mātāpono pūtaiao raraunga, ngā whakaaro AI matatika, me te toi o te hangarau tere. Me tū hoki rātou hei hoa kōrero AI o waho, me te whakamahi i te hiahia mākete kua tautuhia mō te tohungatanga (1).
Ngā Raraunga Hanganga Matua me ngā Tātari Matatau: Te Whakapūmau i te Pono me te Māngai
He mea nui te whakawhanake i ngā tikanga pakari mō te whakaputa, te whakamana, me te whakauru i ngā raraunga hangai. Kei roto i tēnei ko te whakarite kia whakaata tika ngā raraunga i ngā taupori kanorau, ā, kia kore ai e pāngia ngā whakaaro whanoke e pā ana ki ngā raraunga whakangungu (5). He tohu anō hoki tēnei i te nekehanga atu i te kohikohinga raraunga ngāwari ki te wehewehenga matatau me te whakatauira matapae (8).
Ko te kaha o te Gen AI ki te whakakapi i te kohikohinga raraunga tuku iho ki ngā raraunga hangai ka tino whakarerekē i te tukanga rangahau (4). Heoi, ko ngā mōrearea nui o ngā raraunga hangai hapa, te whakanui i te whakaaro pōhēhē, me te whakaaro pohehe, ko te tikanga kāore e ranea te whakaputa raraunga noa (5). Ka neke te uara matua o ngā umanga rangahau mākete mai i te kohikohi me te tuku raraunga noa ki te tiaki, te whakamana, me te whakarite i te pono me te pono matatika o ngā raraunga, ahakoa he tūturu, he hangai rānei. Ko ngā umanga ka taea te whakamana pono i te tika, te āhua kanohi, me te pūtake matatika, te whakaputa rānei i ō rātou māramatanga ka whai uara nui, ka wehewehe i a rātou anō i roto i te mākete e tino hira ana te kounga me te whakawhirinaki o ngā raraunga. Ka whakatuwherahia hoki e tēnei he raina ratonga hou mō te "arotake raraunga AI" "whakamana raraunga hangai rānei." Me whakatū e ngā umanga ngā tikanga mārama mō te waihanga me te whakamana raraunga hangai, tae atu ki te whakamātautau pakari mō te whakaaro pōhēhē me te āhua kanohi. Me haumi tēnei ki ngā kaipūtaiao raraunga me ngā tohunga matatika ka taea te tirotiro i ngā tauira AI. Me whakamahi hoki rātou i te AI mō te aroturuki tonu i ngā rerenga raraunga ora pēnei i te pāpāho pāpori, ngā arotake hua, me ngā kōrerorero tautoko hei tango aunoa i ngā tauira whai tikanga, me te whakarato i te māramatanga wā tika, mahi hei wāhanga o te reremahi o ia rā (8).
Whakatairangahia te AI Matatika me te Whakahaere Raraunga: Te Hanga Whakawhirinaki me te Whakaiti i te Mōrearea
He mea nui te aro atu ki ngā āwangawanga matatika pēnei i te māramatanga, te whakaae, me te pūmanawa tinihanga (5). He mea nui anō hoki ngā tikanga haumarutanga tukutuku pakari, nā te mea ka taea e te Gen AI te whakanui ake i ngā tūmomo riri o nāianei (6). E 77% o ngā kaiwhakautu i whakapuaki i ō rātou āwangawanga mō ngā hua whakaarokore mai i te Gen AI (4). He tūponotanga hoki ngā tūmomo riri haumarutanga tukutuku (6). Ko te ngāwari o te whakaputa urupare rūpahu engari he pono me te AI ka whakanui ake i te tūponotanga o ngā raraunga rangahau tinihanga, inā koa i roto i ngā rangahau whakatenatena (5).
Ko ngā mōrearea maha me ngā mōrearea nui kua whakamāramahia, tae atu ki te moemoeā, te whakaaro pōhēhē, te tinihanga, te urupare a te kaihoko, te mana pupuri, me te haumarutanga tukutuku, e tohu ana kāore e ranea te whakamahi noa i te AI (5). Ki te kore he rautaki whakaiti pakari, ka taea e te AI te whakangaro i te whakawhirinaki me te arahi ki ngā whakatau hapa. I tēnei wā o te AI whānui, ka noho te whakawhirinaki hei moni tino nui mō ngā umanga rangahau mākete. Ko te hunga e whakaatu pono ana i te whakapau kaha ki te AI matatika, te whakamana pakari, ngā mahi mārama, me te haumarutanga pakari ka hanga he awa whakataetae nui. Ko te tikanga o tēnei ehara i te haumi noa ki te hangarau AI, engari he mea nui ki ngā tukanga, ki ngā tāngata, me ngā kaupapa here e whakarite ana i ngā putanga pono. Ka huri tā rātou whakaaro uara ki te noho hei "hoa tirohanga AI pono" kaua ki te "kaiwhakarato raraunga" anake, e whakatairanga ana i ngā whanaungatanga kiritaki mo te wā roa i runga i te pono me te pono. Me whakawhanake e ngā umanga he anga whakahaere AI mārama, tae atu ki ngā aratohu mō te tūmataitinga raraunga, te kimi whakaaro pōhēhē, me te whakatinanatanga AI kawenga. Me whakatinana e rātou ngā tikanga whakamana kaha me ngā kōwhiringa ārai tinihanga, inā koa mō ngā rangahau whakatenatena (5). Ko te māramatanga ki ngā kiritaki me ngā kaihoko mō te whakamahinga AI me te whakanui i ngā āhuatanga tangata o te ratonga he mea nui ki te whakaiti i ngā urupare kino (6).
Te Whakatairanga i te Mahi Ngātahi a te Tangata me te AI: Te Whakarei Ake i te Auahatanga me te Whakaaro Rautaki
Me whakanoho e ngā umanga rangahau mākete te AI hei hoa mahi tahi me te hoa whakaaro, hei whakanui ake i te auahatanga tangata me te whakaaro rautaki kaua e whakakapi (3). Ka taea e te AI te whakaiti nui i te kawenga hinengaro i runga i ngā tīma hokohoko, ka taea ai e rātou te arotahi ki ngā kaupapa rautaki ake (6). I whakaatuhia e tētahi rangahau i uru atu ai ngā kaitohutohu o te Boston Consulting Group ko te hunga i whakamahi i te AI i whakaoti i ngā mahi i tere ake me te kounga teitei ake (6). Ka taea e te AI te whakarei ake i te whakaaro arohaehae me te whakawhānui ake i ngā huarahi whakaoti rapanga (3).
Mena ka whakahaerehia e te AI ngā mahi o ia rā, ka whakanui ake i te auahatanga, ā, ka whakarato i ngā tohu matapae, ka iti ake te tūranga matua o te tohunga rangahau mākete hei kaikohi raraunga, hei kaitātari taketake rānei (6). Ko te tohunga rangahau mākete o muri mai ka iti ake te noho hei kaikohi raraunga, engari hei kaitohutohu rautaki, hei kaihoahoa tere AI, hei whakamana i ngā putanga AI, me te kaitiaki matatika o te māramatanga. Ko tō rātou uara kei roto i tō rātou kaha ki te whakahiato i ngā mōhiohio uaua i hangaia e te AI, te whakamāori i roto i ngā kōrero whakahihiri, me te whakarato i ngā rautaki pakihi mahi. Me huri tēnei i te whanaketanga taranata, me te whakanui i te whakaaro nui, te whakawhitiwhiti rautaki, me te whakaaro matatika me te pūkenga hangarau AI. Me hoahoa e ngā umanga ngā rerenga mahi e whakauru pai ana i ngā taputapu AI ki ngā tukanga e arahina ana e te tangata. Me whakatenatena rātou i tētahi ahurea e kitea ai te AI hei whakahohe mō te tātari hohonu, te whakaaroaro auaha, te tere o te whakahou, me te whakatauira matapae, e tuku ana i ngā tohunga tangata ki te whakaoti rapanga uaua, te tohutohu rautaki, me te whakahaere whanaungatanga kiritaki.
Auaha i ngā Tuku Ratonga me ngā Tauira Pakihi: Mai i ngā Pūrongo ki te Matauranga Tonu
Me huri ngā umanga rangahau mākete mai i te tuku pūrongo ā-wā ki te whakarato māramatanga tonu me ngā tohu matapae (8). Me whakamahi rātou i te AI hei tuku hoahoa rangahau i runga i te tono, te aroturuki i ngā kare ā-roto i te wā tūturu, me ngā kōtaha kiritaki hihiri (8). Kei te aroturukihia kētia e ngā taputapu AI Haere-ki-te-Mākete (GTM) hou ngā rerenga raraunga ora pēnei i te pāpāho pāpori, ngā arotake hua, me ngā kōrerorero tautoko hei tango aunoa i ngā tauira whai tikanga, hei whakarato māramatanga wā-tūturu, whai hua hei wāhanga o te reremahi o ia rā (8). E taunaki ana a McKinsey i te whakapainga 15-30% i roto i te mahi hokohoko whānui me ngā rautaki e whakahaerehia ana e te AI (9).
He maha ngā wā ka tauhohe te rangahau mākete tuku iho, ka whakarato i te māramatanga i muri i tētahi kaupapa, i ngā wā kua whakaritea rānei. Ko te kaha o te AI ki te aroturuki tonu me te tātari matapae ka huri i tēnei tauira (8). Ka taea e ngā umanga rangahau mākete te huri i tā rātou whakaaro uara mai i te noho hei kaiwhakarato raraunga tauhohe ki ngā hoa rautaki matatau. Mā te tuku i ngā mōhiotanga "kei te noho tonu" me ngā tohu matapae, ka āwhina i ngā kiritaki ki te matapae i ngā huringa mākete, te tautuhi i ngā whai wāhitanga hou, me te whakaiti i ngā mōrearea. i mua i Ka pāngia e rātou te moni whiwhi. Ka whakatairangahia e tēnei he whanaungatanga kiritaki hohonu ake, he whanaungatanga whakauru ake, ā, ka nekehia te umanga ki runga i te mekameka uara mai i te kaihoko noa ki te kaitohutohu rautaki tino nui. Me whakawhanake e ngā umanga ngā tauira e ahu mai ana i te ohaurunga mō te mōhiotanga mākete tonu, me te neke atu i ngā mahi e ahu mai ana i te kaupapa. Me tuku e rātou ngā ratonga motuhake e whakahaerehia ana e te AI pēnei i te whakaputa Kōtaha Kaihoko Pai (ICP) hihiri, te wehewehenga kiritaki matatau, me te tātari whakataetae wā-tūturu (8). Me arotahi te arotahi ki te whakarato i te māramatanga matapae e taea ai e ngā kiritaki te matapae i ngā nekehanga mākete me te whakatau tere ake, e tautokona ana e ngā raraunga, kia huri ai hei hoa rautaki matatau (8).
Ngā Taupānga o te Ao Tūturu me te Painga Whakataetae
Kei te whakaatuhia kētia e te Generative AI ngā painga tūturu puta noa i ngā mahi hokohoko me te rangahau mākete, e tuku ana i tētahi tirohanga ki ngā painga whakataetae mō te hunga tīmatanga ki te whakamahi.
Ngā Wheako Kaihoko Whaiaro i te Tauine
He tino pai te Gen AI ki te whakahaere aunoa i te whakaritenga o ngā taunekeneke me ngā ihirangi a te kiritaki i te tauine nui (6). Ko te tauine nui o te whakawhaiaro i tutukihia e ngā kamupene pēnei i a Carvana, i whakaputa i te 1.3 miriona ataata whaiaro i hangaia e te AI i whakaritea ki ngā manakohanga a te kiritaki, he nui atu i te whai huatanga noa iho (6). Waihoki, kei te whakamātautau a Spotify i te whakamaoritanga reo e whakahaerehia ana e te AI mō ngā podcast me te whakamahi i te AI DJ mō ngā taunakitanga puoro whaiaro, e hanga ana i runga i te neke atu i te tekau tau o te whakapau kaha ki te whakawhaiaro e whakahaerehia ana e te AI (6). I whakauruhia e Etsy he "aratau koha" e tātari ana i ngā manakohanga a te kaiwhakamahi ki te tuku taunakitanga whaiaro, te whakapai ake i te wheako kaiwhakamahi me te whakaohooho i ngā hoko (9). I whakamahia e Cadbury ngā rūpahu hohonu o te rongonui ki te whakaputa i te neke atu i te 130,000 putanga o te pānuitanga, te whakawhaiaro i ngā pōwhiri me te whakanui ake i te ngangau, inā koa mō ngā wā koha ahurea (10).
E whakaatu ana ēnei tauira i te pānga nui ki te whai wāhi me te pupuri i ngā kiritaki. Ka taea e ngā umanga rangahau mākete te āwhina i ngā kiritaki ki te mārama pēhea kia whakamahia te AI mō te whakawhaiaro tino whai pānga, neke atu i te wehewehenga taketake ki te māramatanga takitahi e akiaki ana i te whai wāhi hohonu me te pono. Ehara i te mea ko te whakatinanatanga hangarau anake engari ko te māramatanga hoki ki te pānga hinengaro o te whakawhaiaro, me te whakarite kia whai hua, kia whai tikanga hoki, kaua e pokanoa, e "whakamataku" rānei. Ko te uara kei roto i te whakamaoritanga o ngā āheinga whakawhaiaro o te AI ki ngā whakapainga ine i roto i ngā whanaungatanga kiritaki me ngā putanga pakihi.
Te Auahatanga Whakarei me te Whakaputa Ihirangi
Ka whakanui ake te AI i te auahatanga o te tangata, ka taea ai e ngā kaihokohoko te whakahaere i ngā kaupapa hihiri ake me te whakaputa whakaaro hou (6). Ka whakaitihia nuitia ngā utu hanga ihirangi mā te 30-50% me te wā kaupapa mā te tata ki te haurua (9). Hei tauira, kua eke a ChatGPT4 ki runga ake i ngā ākonga whare wānanga rangatira i roto i te whakaputa whakaaro auaha (6). Ka whakamahia e Unilever ngā taputapu Gen AI pēnei i a Jasper hei whakatairanga i te hanga ihirangi (6). Nā te kaupapa pānuitanga "Masterpiece" a Coca-Cola i whakaora te toi hītori mā te AI, ā, nā tana kaupapa "Create Real Magic" i āhei ai ngā kaihoko ki te hanga tahi i ngā whakaahua (6). Nā te kaupapa "Jen AI" a Virgin Voyages i āhei ai ngā kaiwhakamahi ki te whakaputa pōwhiri ritenga, ā, ka eke ki te 150% teitei ake te reiti whakauru atu i ngā mahi o mua (6).
He maha ngā wā e pau ana te wā me te rauemi ki te waihanga ihirangi tuku iho me te whakaaro auaha, ka noho hei arai i roto i ngā kaupapa hokohoko. Ko te kaha o te AI ki te whakaputa tere i ngā ihirangi me ngā whakaaro kanorau ka aro tika ki tēnei here (6). Ka taea e ngā umanga rangahau mākete te tuku ratonga e whakamahi ana i te Gen AI ki te tauira tere i ngā karere hokohoko, te whakamātautau i ngā ariā auaha, me te whakaputa i ngā momo ihirangi rerekē mō te whakamātautau A/B i te tere me te tauine kāore i kitea i mua. Mā tēnei ka taea te tere ake te mahi, te arotau, me te huarahi tere ake ki te whakawhanake i te kaupapa. Ka huri tō rātou uara ki te noho hei "whakatere auaha" mō ngā kiritaki, ka taea ai ngā rautaki hokohoko hihiri ake, arotau ake.
Te Matapae Rautaki me te Tātari Matapae
Ka āwhina te AI ki te matapae i ngā panonitanga o ngā whanonga a te kiritaki, te tirohanga waitohu, ngā au o te mākete rānei i mua i te pānga ki ngā moni whiwhi (8). Ka taea te matapae atamai me te whakamahere tono (1). Hei tauira, i whakapiki ake a Bayer i tana Reiti Pāwhiri-ā-roto (CTR) mā te 85% i ia tau, ā, i whakaitihia te utu pāwhiri mā te 33% mā te matapae au o te mākete e whakahaerehia ana e te AI (9). Ka whakamahia e Netflix te AI mō te taunakitanga ihirangi hei whakatika i te "taikaha ihirangi" mā te tuku hua rapu whaiaro me te āwhina i ngā kaiwhakamahi ki te kimi hua me ngā ihirangi e tika ana me te whai hua ake (10). Ka whakamahia e Booking.com te AI hei whakahaere i te whakamahere haere, te whiriwhiri i ngā kōwhiringa noho pai rawa atu, me te tātari arotake (9). Mā ngā kamupene e tango wawe ana i ngā taputapu rangahau e whakahaerehia ana e te AI ka tere ake te mārama, ka pai ake ngā whakatau, ā, ka iriti i tētahi painga whakataetae hou (11).
Ko te nekehanga mai i te pūrongo urupare (he aha i tupu) ki te matapae matatau (he aha ka tupu) ka tino whakarerekē i te tūranga rautaki o te rangahau mākete (8). Ko ngā tauira pēnei i te CTR kua whakapaitia a Bayer e whakaatu ana i ngā hua pakihi e kitea ana mai i ngā āheinga matapae (9). Ka taea e ngā umanga rangahau mākete te noho hei hoa rautaki tino nui mā te whakarato tohu matapae me ngā whakatūpato wawe mō ngā nekehanga mākete me ngā huringa whanonga kaihoko. Ka hurihia rātou e tēnei mai i ngā kairīpoata raraunga o mua ki ngā kaitohutohu rautaki e aro ana ki te heke mai, e āwhina ana i ngā kiritaki kia kaua e mārama noa ki te wā o mua, engari kia kaha te hanga i tō rātou heke mai mā te whakatau i ngā whakataunga atamai, e tautokona ana e ngā raraunga (8). He ratonga uara teitei ake tēnei e neke atu ana i ngā hua rangahau mākete tuku iho.
Te Whakatere i te Huarahi kei Mua: Ngā Wero me te Whakaiti i ngā Āhuatanga
Ahakoa he nui ngā whai wāhitanga a te Gen AI, me aro atu hoki ngā umanga rangahau mākete ki ōna herenga me ōna mōrearea me te whai kawenga.
Te Whakatika i ngā Mōrearea ā-roto o ngā AI
Ko ngā Tauira Reo Nui (LLM) "kāore e kōrero ki a koe he aha te mea pono — ka kōrero ki a koe he aha te mea e tangi ana he pono," me arotake āta te tangata mō te tika (5). Ka taea e ngā rauropi AI te whakahāwea mēnā ka whakangungua ki ngā raraunga whakahāwea, ki te kore rānei e mārama ki te horopaki, ka hua ake he hua hē, he hua hē rānei (5). Ka taea e tēnei te "whakatakoto i te whakaū whakahāwea ki ngā steroids" (5). Ko te mōrearea nui ko te wareware ko te AI he taputapu, ehara i te whakakapinga mō te whakaaroaro arohaehae e te tohunga tangata (5). Ko te ngāwari o te whakaputa urupare rūpahu engari he pono me te AI ka māmā ake te tuku raraunga rangahau tinihanga mā ngā kaimahi kino, inā koa i roto i ngā rangahau whakatenatena (5). Ka taea e ngā kaihoko te urupare kino ki ngā ihirangi i hangaia e te AI, inā koa i ngā wāhi e whakawhirinaki ana ki te pā o te tangata (6). He uaua, he whanake haere te whenua ture o ngā ihirangi i hangaia e te AI (6). Ka taea e te Gen AI te whakanui ake i ngā whakaeke haumarutanga tukutuku matatau, ka māmā ake te whakahaere (6). Hei whakamutunga, ko te wero nui i te wā o te whakatinanatanga ko ngā āputa pūkenga ā-roto, me te 53% noa iho o ngā umanga e whakaaro ana kua "rite" mō te tango i te AI (1).
Ngā Rautaki mō te Whakaiti me te Hanga Whakawhirinaki
I tēnei wā o te whānui haere o te AI, ka noho te whakawhirinaki hei moni tino nui mō ngā umanga rangahau mākete. Ko te hunga e whakaatu pono ana i tā rātou whakapau kaha ki te AI matatika, te whakamana pakari, ngā mahi mārama, me te haumarutanga pakari ka hanga he awa whakataetae nui. Ko te tikanga o tēnei ehara i te mea ko te haumi anake ki te hangarau AI, engari ko te haumi nui ki ngā tukanga, ki ngā tāngata, me ngā kaupapa here e whakarite ana i ngā putanga pono. Ka huri tā rātou whakaaro uara ki te noho hei "hoa tirohanga AI pono" kaua ki te "kaiwhakarato raraunga" noa iho, e whakatairanga ana i ngā whanaungatanga kiritaki mo te wā roa i runga i te pono me te pono.
Whakamutunga: Te Tūranga Whanake o te Rangahau Mākete i roto i te Ao o te Ao Hangarau Hangarau ā-Iwi
He whai wāhitanga hou te whakaputanga AI mō ngā umanga rangahau mākete ki te neke atu i ngā tikanga tuku iho, me te tuku māramatanga tere ake, atamai ake, me te whakauru atu (11). Ko te heke mai ko te whakamahi i te AI hei hōhonu ake i te māramatanga me te akiaki i ngā whakataunga rautaki. Ko te panonitanga katoa i whakatakotoria—mai i ngā pikinga whai hua me te whakaputa raraunga hangai ki te mātauranga whakakī-āputa me ngā māhanga matihiko—e tohu ana ki ngā umanga rangahau mākete e neke atu ana i te whakarato raraunga mata, i ngā pūrongo ā-wā rānei. Ko te aro nui ki te māramatanga matapae, te tirohanga rautaki, me te tūranga nui o te mahi tahi tangata-AI e kī ana he tūranga taumata teitei ake, he whakauru atu (1).
Kei te tere haere te whanaketanga o te ao o te AI, ā, me whakatairanga ngā umanga i tētahi ahurea o te ako tonu me te urutau, me te mōhio he haerenga te AI, ehara i te ūnga (2). Kei roto i tēnei ko te noho mōhio ki ngā whanaketanga ā muri ake nei, ngā mōrearea pea, me ngā mahanga (2). He mea nui tonu te āhuatanga tangata; ka pai te mahi a te AI ina tautokona te auahatanga o te tangata (1). Ko te heke mai o te rangahau mākete kei roto i te whanaungatanga tahi i waenga i ngā taputapu AI matatau me ngā tohunga tangata tino pūkenga ka taea te whakamārama, te whakamana, me te whakamahi i te māramatanga i runga i te matatika me te rautaki.
Ko te uara matua mō ngā kamupene rangahau mākete i te wā o te Gen AI ko te noho hei kaiwhakatere rautaki mō ā rātou kiritaki. Ko te tikanga o tēnei ko te āwhina i ngā kiritaki kia kaua e mārama noa ki te mākete i tōna āhua, engari kia kaha te hanga i tō rātou heke mai mā te whakarato i ngā mātauranga mahi, pono, me te titiro whakamua. Me huri nui tēnei i roto i ngā tauira pakihi, ngā rautaki whiwhi taranata, me ngā huarahi whakauru kiritaki, me te arotahi ki ngā hononga mahi mō te wā roa me ngā ratonga tohutohu rautaki e ārahi ana i ngā kiritaki i roto i ngā whanaketanga mākete uaua. Me awhi ngā kaiārahi rangahau mākete i tēnei huringa inaianei. He mea nui kia uru ki te whakamahere rautaki, kia haumi ki ngā taranata me te hangarau, kia whakatairanga i te whakatinanatanga matatika. Ko ngā kamupene e mahi ana i tēnei, ehara i te mea ka ora noa engari ka tupu, ka noho hei hoa rautaki tino nui i te wā o te mātauranga e whakahaerehia ana e te AI.
Pānui Anō: Mākete Mātauranga Horihori Whakaputa (AI)
Ka aro atu a Credence Research ki te mākete whānui o Generative AI, e whakarato ana i ngā māramatanga ki tōna tipu, ngā kaiārahi, ngā tono puta noa i ngā rāngai rerekē (tae atu ki te hokohoko me te waihanga ihirangi, he mea tino nui ki te rangahau mākete), me ngā wero e pā ana. Mā te mārama ki ngā whanaketanga mākete whānui o Gen AI ka whakaratohia he turanga pakari mō te matapaki me pēhea te whakamahi me te tāpiri uara a ngā kamupene rangahau mākete i tēnei hangarau (13).
Ngā mahi i whakahuatia
- Ngā Kamupene Mākete Waenga e Awhi Tere Ana i te AI Whakaputa, Engari kei te Pupū ake ngā Mōrearea i ngā Āputa Tohungatanga, i tirohia i te 4 o Hūrae, 2025, https://rsmus.com/newsroom/2025/middle-market-firms-rapidly-embracing-generative-ai-but-expertise-gaps-pose-risks-rsm-2025-ai-survey.html
- He Aratohu HBR ki te AI Whakaputa mō ngā Kaiwhakahaere - YouTube, i tirohia i te 4 o Hūrae, 2025, https://www.youtube.com/watch?v=xWIIuoIS9fw
- Ngā Tirohanga Mai i te Aratohu Arotake Pakihi a Harvard ki te AI Whakaputa mō ngā Kaiwhakahaere, i tirohia i te 4 o Hūrae, 2025, https://www.youtube.com/watch?v=-qLTkxy7v5Q
- Te Hurihanga a te Gen AI i te Rangahau Mākete, i tirohia i te 4 o Hūrae, 2025, https://informedi.org/2025/05/08/how-gen-ai-is-transforming-market-research/
- Te Pānga o te AI Whakaputa ki te Rangahau Mākete - Tremendous, i tirohia i te 4 o Hūrae, 2025, https://www.tremendous.com/blog/gen-ai-market-research-impact/
- HBR - Te Wetewete i te Mana o te AI Whakaputa i roto i te Hokohoko, i tirohia i te 4 o Hūrae, 2025, https://aimarketinghub.nu/news/hbr-unlocking-the-power-of-generative-ai-in-marketing/
- tgmresearch.com , i tirohia i te 4 o Hūrae, 2025, https://tgmresearch.com/ai-impact-on-market-research.html#:~:text=Challenges%20Of%20AI%20In%20Market%20Research&text=Bias%20in%20Algorithms%3A%20AI%20algorithms , te kore rānei o te mārama ki te horopaki.
- 15 Ngā Utauta AI Pai rawa atu mō te Rangahau Mākete (Ngā Kōwhiringa 2025) - Reply.io , i tirohia i te 4 o Hūrae, 2025, https://reply.io/blog/best-ai-tools-for-market-research/
- Te Hangarau Whakaputa Pūmanawa mō te Hokohoko: Ngā Utauta, Ngā Tauira, me Ngā Akoranga Take | Kaupapa-M1, i tirohia i te 4 o Hūrae, 2025, https://www.m1-project.com/blog/generative-ai-for-marketing-tools-examples-and-case-studies
- Te Whakamahinga a ngā Kamupene Matua e 5 i te AI Whakaputa i roto i te Hokohoko - GoodFirms, i tirohia i te 4 o Hūrae, 2025, https://www.goodfirms.co/blog/companies-using-generative-ai-in-marketing
- Tere ake, Atamai ake, Utu iti ake: Kei te Hanga Anō te AI i te Rangahau Mākete, i tirohia i te 4 o Hūrae, 2025, https://a16z.com/ai-market-research/
- a16z.com , i tirohia i te 4 o Hūrae, 2025, https://a16z.com/ai-market-research/#:~:text=AI%2Ddriven%20market%20research%20is,wetewete%20a%20new%20competitive%20edge .
- Mākete Matauranga Horihori Whakaputa (AI): https://www.credenceresearch.com/report/generative-artificial-intelligence-ai-marke
