The growing presence of AI in market research has created both excitement and questions. In this session, we walk through a researcher’s “perfect day” and show how AI can make everyday tasks easier - programming surveys in Sawtooth, handling translations, probing and coding open-ends, analysing data, building simulators, and preparing reports. Using real project learnings and the Automate–Augment–Avoid approach, we explain where AI truly helps, where it needs your guidance, and where human thinking matters most. You’ll walk away with practical tips and an easy-to-use AI Readiness Index that clarifies how much AI to apply at each of these key workflow stages
