AI and the new researcher hierarchy of needs

The AI revolution isn’t coming; it’s already here.

And if you’re a researcher that hasn’t experimented with AI tools, you’re already behind.

With greater mandates to become agile, the “old way” of ad-hoc and disconnected data isn’t enough. Organizations are ensuring that data and insights exist all around the organization, so that every team is empowered to make data-driven decisions.

Language Learning Models (LLM) like ChatGPT are in the mainstream and uniquely capable of powering this democratization, which poses an existential threat to insights professionals. We’re at an inflection point. Researchers either up-level themselves and learn to work with AI, or risk being replaced by somebody who will.

In the AI era, researchers need to re-think their hierarchy of needs and learn new skills in order to work alongside AI and elevate their roles in the organization.

Watch Zappi’s Julio Franco walk through the new skills set of the modern researcher:

What does AI mean for the future of market research & beyond?

For more content on AI, check out our guide on how to use AI agents to innovate smarter.