AI reshapes research, but not human judgment: research firm CEO

The research industry is shifting from traditional surveys to AI-driven predictive analytics that forecast market responses and reduce strategic risks, according to Cho Min-hee, CEO of comprehensive research firm PMI. Cho said PMI now operates as a "data intelligence company" that combines behavioral and environmental data to bridge the gap between what consumers say in surveys and their actual purchasing actions. The transformation positions AI as a tool to enhance decision-making, though Cho emphasized that human judgment remains essential for interpreting results and designing strategies.

The research industry is one of the sectors being rapidly reshaped by the spread of generative artificial intelligence AI . While traditional research largely focused on collecting consumers’ opinions through surveys and analyzing results, the industry is increasingly evolving toward the use of AI to predict market responses and reduce strategic risks before execution. Cho Min-hee, CEO of comprehensive research firm PMI, said research is no longer merely about reporting results but has become a process of evaluating multiple possibilities and designing decision-making strategies in advance. In a recent interview with The Korea Times, Cho positioned PMI as a “data intelligence company” rather than a firm focused solely on surveys, saying it combines behavioral and environmental data to deliver a broader and more contextual understanding of market dynamics. “People may respond positively in surveys, but that does not always translate into real purchases or actions. The key is to understand the gap between what consumers say and what they actually do,” Cho said. “To bridge that