A decade ago, the idea of the "10× engineer" became part of the tech industry's vocabulary. The point was that a handful of exceptional people consistently produced dramatically more value than their peers through a combination of technical skill, experience, judgment, creativity, and systems thinking.

AI is changing that equation.

Artificial intelligence has become one of the most discussed topics in market research. New tools promise to automate interviews, analyze open-ended responses, summarize findings, and dramatically reduce the time and cost of research. But how do experienced researchers view these developments?

Recently, we surveyed members of the Research Wonks community…

Artificial intelligence is changing market research, but perhaps not in the way many people expected.

For years, the conversation centered on replacing researchers with AI or replacing human respondents with synthetic ones. Those ideas are attracting plenty of attention, but the more interesting opportunity may be broader…