On September 29-30, the ARF and MSI co-produced the inaugural ANALYTICS & FORECASTING conference, exploring the evolving role of modeling in market research and forecasting, with a particular focus on the opportunities and limitations of synthetic data. Attendees engaged in critical discussions about the opportunities and limitations of modeling in market research applications and heard practical strategies and solutions from leading researchers and practitioners.
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Keith Smith, PhD (Managing Director, MSI) and Tracy Adams, PhD. (Senior Director, Research & Insights, ARF), report on their major takeaways from the recent MSI/ARF Analytics & Forecasting conference.
This research demonstrates how integrating generative AI into product search systems can significantly enhance consumers’ ability to express preferences, leading to greater design satisfaction and higher purchase intentions. By using AI-generated design visualizations as interactive feedback, the authors bridge a long-standing gap between consumer intentions and search outputs, offering powerful implications for marketers, advertisers and retailers.
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The ARF tested whether generative AI can adopt executive personas and provide credible, role-specific strategies. This experiment highlights how AI performs when “thinking like” organizational leaders, its limitations in institutional logic and feasibility, and how human-in-the-loop feedback can refine outputs and create nuanced and worthwhile results.
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