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As we sat down with another leader in market research, CEO and Co-founder of Resonate, Bryan Gernert explains to Leaders In how there is an explosion of possibility in market research that is dramatically different from what the landscape looked like 10 years ago. Technology has enabled this surplus of change, and Bryan’s company Resonate is currently using AI as a way to to reach consumers through meaningful storytelling.
AI’s real-time communication capability engages personal relevancy, with the ability to respond quickly. Gernert explains that research is always going to be part of the methodology of market research, however with the increasingly distracted consumers of today–being able to engage has proved much more difficult. Through their research, relevancy and personalisation has been identified as key importance as the industry continues to move forward and adapt.
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