Traditional desk-based market research methods are often limited by human users’ ability to search and parse information, for example by reading search results. AI-powered market research platforms reduce the amount of reading required by filtering, summarising and extracting more relevant information based on the user’s needs.

AI benefits market researchers in several ways:

• Time saving – by helping users to surface more relevant content
• Less missed signals – by reducing noise while allowing relevant information to pass through
• Deeper insights – helping users to combine lots of information and see connections or patterns that are less obvious
• Fewer skills – helping less experienced analysts to consistently complete market research tasks to a high standard

Any decision-maker in an organisation can benefit from better information and AI-powered market research is a cost-effective way to ensure that they are not relying on guesswork and search engines to provide the information they need to make decisions.

AMPLYFI focuses on desk-based, secondary Market Research, particularly on unstructured data sources—those written for humans rather than machines to read—such as websites, blogs, news articles, and academic papers.

Whilst structured data – tables and numbers tend to be good for answering quantitive questions like – “what is the share price of company X”, unstructured data answers qualitative market research questions, such as “why has the share price of company X changed”. This provides more context to decision-makers and can often be used as an earlier indication of change than structured data sources, such as share price. For example, if a company announces a new strategy in the Annual Report, that takes time to impact its share price.

Unstructured data has traditionally been harder for companies to access at scale, as it requires a human to read, analyse and then share the insights contained in the webpages, news articles etc. AI unlocks this problem by allowing machines to read at a speed, consistency and scale impossible for any human reader.

AMPLYFI combines structured machine learning, often called “representative AI” and Generative AI. Representative AI is fast and repeatable and provides consistent results, providing consistent filtering and tagging of large amounts of content when conducting market research. Generative AI is useful for summarisation, causation analysis and identifying non-obvious connections between terms, which can reduce users efforts to interpret information when conducting market research.

AI-Powered Market Research Platforms like AMPLYFI massively reduce the need for teams to conduct traditional desk-based research, streamlining the workflows while improving the consistency and quality of the outputs, with minimal training required. However, they do not replace other forms of market research, such as Primary Market Research, e.g., customer interviews, or Quantitative Data Analysis.

The best AI-Powered Market Research Platforms combine:

• Huge amounts of information, with flexible and powerful tools for content retrieval
• Trustworthy use of AI and Machine Learning to save manual time filtering and summarising content
• A simple-to-use interface, that helps a range of users conduct market research with the platform

AMPLYFI is designed with all three of these points in mind.

The limitations of AI-Powered Market Research Platforms are three-fold:

• They are limited to analysing the content that they have seen – connecting to lots of relevant content is key to their value
• They cannot conduct complex analyses – but they can save human analysts hundreds of hours of work by summarising and providing simple insights
• They require training to use – though the best tools combine powerful features with simple user experience, they often require support to get the most from, just like any tool

AMPLYFI provides a Market Research Platform with vast amounts of content, massively time-saving AI-Analyses and a simple, yet powerful user experience.

Many people have experienced hallucinations in AI tools such as GPT, where the model creates facts to answer a question rather than relying on evidence. Market Research Platforms like AMPLYFI focus on providing trustworthy AI by ensuring that every insight is referenced back to the source materials and providing powerful filtering to users so that relevant and reliable content can be found.