AI Research
The Future of Market Research and Strategy: AI, Big Data & Beyond | nasscom

In today’s fast-changing business world, accurate market research and strong strategies are significant. Consumer priorities are changing rapidly, digital changes are again reforming industries, and competition is really high. Organisations are moving to artificial intelligence (AI), big data, and advanced analysis to understand consumer behaviour research, predict market trends, and design future strategies. Market research’s future lies in technology combined with human expertise to generate smart, faster, and more actionable insights.
AI in Market Research
Artificial intelligence revolutionises the way businesses conduct research. Traditional research conducting methods like surveys and focus groups are now complemented by AI-driven tools. Natural language processing (NLP) and sentiment analysis can scan millions of social media posts, online reviews, and customer feedback in real-time sentiment gauges.
The AI-operated chatbot collects qualitative data at scale, while predictive analytics analysis allows organisations to predict requirements and customer preferences. It reduces costs, saves time, and produces very accurate results. Many market research consulting firms already use AI technologies to offer customers deep insight and competitive management in decision-making.
Unlocking Consumer Behaviour
Data is new currency, and businesses are leveraging big data to make the most out of it. From browser history and purchasing records for geolocation and IoT data, companies now have access to the latest versions of information. Big data tools clean, process, and analyze this data to highlight the patterns and trends that were once hidden.
For example, retailers can estimate the demand for regional products by combining weather data with purchase history. Similarly, streaming services depend on large data for users to recommend personalized content. The future power of large data makes sure that businesses not only understand today’s consumer behaviour, but can also predict future functions with great accuracy.
The Perfect Balance between Human and Machine
While AI and big data are powerful, human elements are important. Machines can highlight “what” and “how”, but humans give reference to “why”. Emotional intelligence, cultural awareness, and moral ideas require human interpretation.
The future of market research will depend on the hybrid model where AI handles data analysis of large and itself. At the same time, researchers and strategists combine this insight with human motivations and values. This balance will help companies craft data-informed strategies and emotional resonance strategies. Companies that offer strategic consulting services will play an important role in helping organisations mix technical insights with human-centric strategies.
Ethics and Privacy in Data-Driven Research
When companies collect more consumer data, the concerns of privacy and ethics become central. Rules such as GDPR and CCPA now require strict data management and use compliance. Consumers also expect transparency in how their data is collected and used.
The future of market surveys will emphasise responsible practices; transparency, consent, and trust-building will be non-negotiable. Companies that prioritise ethical research practices will comply with the legal framework and receive consumer loyalty.
Emerging Technologies on the Horizon
Apart from AI and Big Data, many new technologies will reshape market research:
- Adopted and Virtual Reality (AR/VR): Simulating product experiences before launch.
- Blockchain: Provides transparency and authenticity in data collection.
- IoT (Internet of Things): Continuous real-world data through connected devices.
- Voice analysis: Extracting insight from voice interaction with smart devices.
Strategy in the Age of Intelligent Insights
Future strategies will go beyond static annual plans. Instead, companies will use dynamic strategies shaped by real-time data. The AI-operated landscape will allow us to model outfits to prepare for several potential futures.
In addition, personalized product design, management chains, and customer service will expand beyond marketing. Instead of one-size-fits-all, the business will use adaptive strategies that accurately meet the requirements for different customer groups.
Conclusion
Technology and spontaneous integration of human insight will define the future of market research and strategy. AI and Big Data will continue to provide fast, more future insights, while new tools like AR, IoT, and Blockchain will enrich the research ecosystem. Yet, human touch, creativity, and ethical decisions are irreplaceable.
Companies that embrace this hybrid approach will understand what consumers want and predict their future needs. Companies can create agile, consumer-centric, and future-proof strategies by combining technology, data, and human expertise.
AI Research
Top AI Code Generation Tools of 2025 Revealed in Info-Tech Research Group’s Emotional Footprint Report
The recently published 2025 AI Code Generation Emotional Footprint report from Info-Tech Research Group highlights the top AI code generation solutions that help organizations streamline development and support innovation. The report’s insights are based on feedback from users on the global IT research and advisory firm’s SoftwareReviews platform.
TORONTO, Sept. 3, 2025 /PRNewswire/ – Info-Tech Research Group has published its 2025 AI Code Generation Emotional Footprint report, identifying the top-performing solutions in the market. Based on data from SoftwareReviews, a division of the global IT research and advisory firm, the newly published report highlights the five champions in AI-powered code generation tools.
AI code generation tools make coding easier by taking care of repetitive tasks. Instead of starting from scratch, developers get ready-made snippets, smoother workflows, and support built right into their IDEs and version control systems. With machine learning and natural language processing behind them, these tools reduce mistakes, speed up projects, and give developers more room to focus on creative problem solving and innovation.
Info-Tech’s Emotional Footprint measures high-level user sentiment. It aggregates emotional response ratings across 25 proactive questions, creating a powerful indicator of overall user feeling toward the vendor and product. The result is the Net Emotional Footprint, or NEF, a composite score that reflects the overall emotional tone of user feedback.
Data from 1,084 end-user reviews on Info-Tech’s SoftwareReviews platform was used to identify the top AI code generation tools for the 2025 Emotional Footprint report. The insights support organizations looking to streamline development, improve code quality, and scale their software delivery capabilities to drive innovation and business growth.
The 2025 AI Code Generation Tools – Champions are as follows:
- Visual Studio IntelliCode, +96 NEF, ranked high for delivering more than promised.
- ChatGPT 5, +94 NEF, ranked high for its effectiveness.
- GitHub Copilot, +94 NEF, ranked high for its transparency.
- Replit AI, +96 NEF, ranked high for its reliability.
- Amazon Q Developer, +94 NEF, ranked high for helping save time.
Analyst Insight:
“Organizations that adopt AI code generation tools gain a significant advantage in software delivery and innovation,” says Thomas Randall, a research director at Info-Tech Research Group. “These tools help developers focus on complex, high-value work, improve code quality, and reduce errors. Teams that delay adoption risk slower projects, lower-quality software, and missed opportunities to innovate and stay competitive.”
User assessments of software categories on SoftwareReviews provide an accurate and detailed view of the constantly changing market. Info-Tech’s reports are informed by the data from users and IT professionals who have intimate experience with the software throughout the procurement, implementation, and maintenance processes.
Read the full report: Best AI Code Generation Tools 2025
For more information about Info-Tech’s SoftwareReviews, the Data Quadrant, or the Emotional Footprint, or to access resources to support the software selection process, visit softwarereviews.com.
About Info-Tech Research Group
Info-Tech Research Group is one of the world’s leading research and advisory firms, proudly serving over 30,000 IT and HR professionals. The company produces unbiased, highly relevant research and provides advisory services to help leaders make strategic, timely, and well-informed decisions. For nearly 30 years, Info-Tech has partnered closely with teams to provide them with everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.
To learn more about Info-Tech’s divisions, visit McLean & Company for HR research and advisory services and SoftwareReviews for software buying insights.
Media professionals can register for unrestricted access to research across IT, HR, and software, and hundreds of industry analysts through the firm’s Media Insiders program. To gain access, contact [email protected].
For information about Info-Tech Research Group or to access the latest research, visit infotech.com and connect via LinkedIn and X.
About SoftwareReviews
SoftwareReviews is a division of Info-Tech Research Group, a world-class technology research and advisory firm. SoftwareReviews empowers organizations with the best data, insights, and advice to improve the software buying and selling experience.
For buyers, SoftwareReviews’ proven software selection methodologies, customer insights, and technology advisors help maximize success with technology decisions. For providers, the firm helps build more effective marketing, product, and sales processes with expert analysts, how-to research, customer-centric marketing content, and comprehensive analysis of the buyer landscape.
SOURCE Info-Tech Research Group
AI Research
Vanderbilt launches Enterprise AI and Computing Innovation Studio

Vanderbilt University has established the Enterprise AI and Computing Innovation Studio, a groundbreaking collaboration between VUIT, the Amplify Generative AI Innovation Center and the Data Science Institute. This studio aims to prototype and pilot artificial intelligence–driven innovations that enhance how we learn, teach, work and connect.
Each of the partner areas has a strong record of addressing challenges and solving problems independently. By uniting this expertise, the studio can accelerate innovation and expand the capacity of the university to harness emerging technologies to support its mission.
Through the studio, students will have immersive experiences collaborating on AI-focused projects. Staff will deepen their skills through engagement with AI research. In addition, the studio underscores Vanderbilt’s position as a destination for global talent in artificial intelligence and related fields.
Members of the university community who have specific challenges or opportunities that AI may solve or address can submit a consultation request.
AI Research
Northwestern Magazine: Riding the AI Wave

Although Hammond says he barely remembers his life before computers and coding, there was indeed a time when his world was much more analog. Hammond grew up on the East Coast and spent his high school years in Salt Lake City, where his mother was a social worker and his father was a professor of archaeology at the University of Utah. Over the course of 50 years, Philip C. Hammond excavated several sites in the Middle East and made dozens of trips to Jordan, earning him the nickname Lion of Petra. Kris joined these expeditions for three summers, working as his father’s surveyor and draftsman.
“Now, once a week, I ask ChatGPT for a biography of my father, as an experiment,” Hammond says, bemused. “Sometimes, it gives me a beautifully inaccurate bio that makes him sound like Indiana Jones. Other times, it says he is a tech entrepreneur and that I have followed in his footsteps.”
While those biographical tidbits are more AI-generated falsehoods, Hammond and his father have both traced intelligence from different worlds — one etched in stone and another in silicon. Wanting a deeper understanding of the meaning of intelligence and thought, Hammond studied philosophy as an undergraduate at Yale University and planned to go law school after graduation. But his trail diverged when a fellow member of a local sci-fi club suggested that Hammond, who had taken one computer science class, try working as a programmer.
“After nine months as a programmer, I decided that’s what I wanted to do for a living,” Hammond says.
That sci-fi club guy was Chris Riesbeck, who is also now a professor of computer science at McCormick. Hammond earned his doctorate in computer science from Yale in 1986. But he didn’t abandon philosophy entirely. Instead, he applied those abstract frameworks — consciousness, knowledge, creativity, logic and the nature of reason — to the pursuit of intelligent systems.
“The structure of thought always fascinated me,” Hammond says. “Looking at it from the perspective of how humans think and how machines ‘think’ — and how we can ‘think’ together — became a driver for me.”
But the word “think” is tenuous in this context, he says. There’s a fundamental and important distinction between true human cognition and what current AI can do — namely, sophisticated mimicry. AI isn’t trying to critically assess data to devise correct answers, says Hammond. Instead, it’s a probabilistic engine, sifting through language likelihoods to finish a sentence — like the predictive text you might see on your phone while composing a message. It is seeking the most likely conclusion to any given string of words.
“These are responsive systems,” he says. “They aren’t reasoning. They just hold words together. That’s why they have problems answering questions about recent events.”
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