The Ultimate Guide to Market Research
AI-moderated research is not just a trend—it's the future of market research. With organizations increasingly adopting AI across business functions, and AI-moderated interviews showing superior accuracy compared to traditional methods, the shift toward AI-native research is inevitable. In this blog post, we'll explore the current state of market research and delve deeply into
The Current State of Market Research
The market research landscape is undergoing a seismic shift. Traditional research methods—while valuable—are struggling to keep pace with the demands of modern business. Companies need insights faster, cheaper, and at unprecedented scale. The data supports this transformation:
According to IBM's Global AI Adoption Index 2024, 78% of organizations now use AI in at least one business function, while Stanford's AI Index Report 2024 shows that 90% of notable AI models in 2024 came from industry rather than academia. Research by Aspect Consumer Research found that 43% of people prefer AI interviews over human moderators, with AI interviewers achieving an accuracy score of 94.5% compared to 77.9% for traditional methods.
The traditional market research process is plagued by inefficiencies. Recruiting participants, scheduling interviews, conducting sessions, transcribing recordings, and analyzing data can take weeks or even months. By the time insights are delivered, market conditions may have already changed.
This is where AI-moderated research emerges as a game-changer. By leveraging artificial intelligence to conduct, analyze, and extract insights from research interviews, businesses can compress research timelines from weeks to days while maintaining—and often improving—the quality of insights.
What is AI-Moderated Research?
AI-moderated research represents a paradigm shift in how we conduct qualitative research. Instead of human moderators conducting one-on-one interviews, AI systems engage with participants in natural conversations, asking follow-up questions, probing deeper into responses, and extracting meaningful insights at scale.
The technology combines natural language processing, machine learning, and conversational AI to create research experiences that feel natural and engaging to participants while delivering unprecedented efficiency to researchers.
How AI-Moderated Research Works
AI-moderated research platforms use sophisticated algorithms to:
- Conduct Dynamic Conversations: AI moderators adapt their questions based on participant responses, ensuring relevant follow-ups and deeper exploration of key topics
- Process Multiple Languages: Support global research initiatives with real-time translation and cultural adaptation
- Analyze in Real-Time: Extract themes, sentiments, and insights as interviews are conducted
- Scale Indefinitely: Run multiple interviews simultaneously without human intervention
AI-Moderated vs. Traditional Research: A Direct Comparison
| Aspect | AI-Moderated Research | Traditional Human-Led Research |
|---|---|---|
| Timeline | Days for complete study | Weeks for complete study |
| Cost | Significantly lower cost per insight | High cost due to human resources |
| Scale | Multiple simultaneous interviews | Limited by moderator availability |
| Consistency | Standardized approach across all sessions | Varies by moderator skill and style |
| Bias | Eliminates human bias | Potential for unconscious bias |
| Availability | 24/7 global availability | Limited by human schedules |
| Data Quality | Superior accuracy in insight extraction | Variable, depends on moderator expertise |
Getting Started with Terac: Your AI-Moderated Research Platform
Terac makes it incredibly simple to harness the power of AI-moderated research. Our platform is designed for researchers, marketers, and business leaders who need actionable insights fast. Here's how to get started:
Step 1: Visit Terac.com
Navigate to our homepage and click the prominent "Get Started" button to begin your AI-moderated research journey.
Step 2: Create Your Account
Sign up quickly using Google SSO for instant access, or create a custom account with your own password for enhanced security.
Step 3: Launch Your First Project
Click "My First Project" from your dashboard, then select "New Campaign" to start building your research study.
Step 4: Configure Your Campaign
Define your Campaign Objective, give your study a descriptive Campaign Name, and specify your Interview Requirements including video recording and screen sharing needs. Click "Create Campaign" to proceed.
Step 5: Share and Launch
Distribute your campaign using our flexible sharing options: direct link, QR code, HTML embed for your website, or source participants through Prolific for professional research panels.
The Future is AI-Native
Market research is changing—and fast. Teams that once relied on time-consuming interviews and expensive agencies are now turning to automated tools that deliver insights faster, more affordably, and at a much greater scale.
Those already using tools like Terac are getting ahead. They're making smarter decisions, responding to user needs in real time, and spending a fraction of what traditional research costs. The tools are easier than ever to use—no special training or technical background required.
This shift isn't just about new tech. It's about rethinking how we understand people: moving from slow, manual conversations to dynamic, on-demand feedback that fits the speed of modern product and marketing cycles.
If you're still relying on outdated methods, you're already falling behind.
Ready to Transform Your Research?
Terac makes it simple to run deep, flexible interviews at scale. Start uncovering insights that move the needle—without the bottlenecks.
Sources
- IBM Global AI Adoption Index 2024 - 78% of organizations use AI in at least one business function
- Stanford AI Index Report 2024 - 90% of notable AI models in 2024 came from industry
- Aspect Consumer Research - 43% of people prefer AI interviews over human moderators; AI interviewer accuracy score of 94.5% compared to 77.9% for traditional methods
Ready to get started? Visit Terac.com today and launch your first AI-moderated research campaign in minutes.