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AI helps us to do what we do, better and faster

AI helps us to be more effective at every stage of a project’s journey but never takes the lead. We’re picky about what we use and when – quality is always paramount.

Get to the right proposal quicker

Design comprehensive surveys faster and script them more accurately

Clean data more efficiently and effectively

Analyse results faster and with a broader perspective

Create more engaging, stress-tested narratives

Communicate results more effectively and creatively

More powerful insights with Generative AI

AI helps to challenge our thinking on project and survey design, ultimately leading to the best solution for any brief

AI as a ‘critical friend’ in project design
Responding to briefs remains a fundamentally human process, but using secure GenAI to suggest alternative approaches helps us to challenge our thinking until we have landed on the best method.

AI-assisted questionnaire design
GenAI provides us a starter-for-ten on survey and question design, significantly speeding up the process and serving as a springboard for deeper human creativity.

AI survey databank
We are developing a databank of best-practice surveys for a guard-railed GenAI to draw from, improving its output and better aligning it with the style of Market Measures’ questionnaires.

AI works best for manual tasks and heavy lifting during the fieldwork period

Automatic scripting
We’ve developed a method of automatically scripting the bulk of surveys in Qualtrics from Word documents via a LLM – this saves a significant amount of time, allowing us to focus more on the thoughtful tasks of survey testing and optimisation.

Bot detection
Qualtrics uses AI to judge if a respondent is a bot or not. We use this as a first-pass flag for closer investigation – a human always has final say on what is real data.

AI not only allows us to capture more unstructured data, but analyse it more effectively too - processes that used to take hours now take minutes.

Conversational open-ends
AI tools built into Qualtrics allow us to probe answers
like a qual researcher (but in an online setting) – this
gives us qual depth at quant scale.

AI-powered thematic coding
Qualtrics provides AI-driven analysis of open-ends to
give us the key themes and appropriate quotes, but
for more intensive work we can use Inca to fully code
and summarise responses using a human brief and
pre-authorised codeframe.

Storytelling remains a human process, but AI allows a greater level of engagement with what we show and how we show it

Stress-tested narratives
While AI is not ready to take the lead on storytelling, it
is helpful in testing narratives and providing alternative hypotheses to consider.

AI-generated voxpops
AI-powered video generation is rapidly developing,
and already allows us to create short clips of AIgenerated respondents reading out real verbatim
responses without the need to gather them in the field.

Visualising new products
Showing is always better than telling. Image-based AI visualisation allows us to demonstrate how new products and designs should look based on the data we collect in a secure way.

AI is not the solution to everything, but we’re keeping an eye on how things develop

Synthetic data
Despite the hype, our own experimentation and reports from other agencies show synthetic data isn’t where it needs to be to replace humans, even for low-stakes projects – it simply isn’t reliable enough.

Analysis of structured data
Current AI (ChatGPT) analysis of data tables is topline at best. While individual questions can be competently summarised, unearthing wider themes, trends and cross-referencing are better left to humans.

“The team at Market Measures really feel like an extension of our own team. Their expertise and insights really add value by providing the foundations for data-led decisions to inform our wider strategy and support our growth objectives. By working with them year after year, it provides a consistent measure for us to track and evaluate our performance.”

Grenade Todd Bullions - Head of Marketing

“Market Measures provides us with global coverage while still catering to the need of each of our individual markets. The team outperforms their peers thanks to their unique approach, knowledge, and flexibility. Great support to understand market trends and assess our business impact on customers in various markets”

Grandvision Gabriel De Launoit – Strategy & PMO Analyst

"We use Market Measures for a variety of ad hoc and continuous research needs, and we really view them as an extension of our own team. Our relationship with them is very strong – they are completely confident, capable and reliable; always taking the time to understand what we need and want to help us shape the right solution together. Additionally, they really know Screwfix and retail, and not just our business model and how we operate, but the dynamics that we need to manage with our stakeholders… so that nuance, where they really understand us as a team is highly valued."

Screwfix Emma Bateman – Screwfix Head of Data and Insights

“We have worked with Market Measures over the last 4 years, they are great team to work with a special skill in turning complex briefs and data into a strong narrative with actionable insights – the most recent project we have delivered together has been received extremely positively and considered internally as a benchmark in business storytelling”

Innocent Emma McClintock - Head of Insight & Planning

“We’ve been working with Market Measures for a number of years. Their service and expertise have given us crucial insights into our customers and stakeholders which have been key to us progressing as a business. We look forward to continuing our partnership with them on future projects”

Banner Dean Plant - Marketing Director

“Whilst I am by no means their biggest client, I always receive their best attention, quick responses, and helpful solutions to any challenges we may face. I know that, whenever I work with Market Measures on a project, I will get robust data that I can rely on and intelligent analysis which gives my clients and me the confidence to develop and introduce even quite challenging new strategic propositions. Having partners I can trust to deliver as a seamless part of my service offering is invaluable and Market Measures have played a key role in the successful outcome of many of my projects over the years.”

Four Points Management Vicky La Trobe - Founder

“Market Measures understood our briefs well and delivered insightful and quality analysis for our brands within set timeframes. They provide an excellent service throughout the projects and we really enjoy working with this friendly and professional team.”

Danish Crown Frances Sheehan - EMEA Brand Manager

“We have worked with Market Measures on various projects over the last 3 years to understand the dynamics of the categories we compete in. This research has been integral to understanding our shopper segmentation and how shoppers behave when purchasing premium drinks. This has aided future projects to develop our brand and the wider category. It’s been great to work with the team, who have always turned challenging briefs into relevant actionable insight. ”

Belvoir James Cunningham – Head of Category & Insights

“I have worked with John and team for over a decade now and the choice of them as a partner for this critical piece of work was an easy one for me. They played an important role in helping us to shape our digital strategy, to gain alignment across all internal stakeholders and then also in the design and execution of our new digital proposition. The work they are now doing to help us understand the trial metrics as we look to expand the Click + Collect trial to more stores is invaluable. The team brings a deep understanding of retail, expertise in customer research and a flexible, can-do attitude that makes partnering with them a pleasure. I would recommend them highly”.

Primark Matt Houston - Group Digital and Strategy Director

“Having worked with Market Measures on a number of different projects, they’ve always managed to accommodate our specific needs, giving us very good support through their team of experts and delivering great output.”

The Restaurant Group plc Luana Herrmann, Director of Brand & Strategy

“Market Measures are great to work with. We have engaged with them on a number of projects and their research and conclusions have really influenced our decision-making at Loungers.”

Loungers Ltd Nick Collins, Managing Director

“Market Measures are great to work with. They make the whole process easy, from start to finish and have the flexibility to make changes and adapt depending on our priorities. We have confidence they will always deliver excellent outputs. ”

New Look Bethan Lole, Customer Insights Manager

“I worked with Market Measures whilst in another organisation and they could be relied upon to consistently deliver research projects with great success. When I moved to WHSmith I knew I wanted to keep working with them; I trust them with the high-quality research they deliver and really enjoy working with the team. The work by Market Measures has provided clear added value to the business, helping us move forward on several key topics.”

WHS Travel Sabrina Salvador, Insight & Format Lead

“I really value our partnership with Market Measures. From thought leadership pieces through to complex multi-country testing programmes, projects are delivered at pace, with robust analysis and concise storytelling that always drives decisions. Above all, the team really “gets” us, so we always move quickly from insights to action.”

COSTA John Segar, Global Head of Insight

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