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AI collapses the slowest parts of market research — reading, extracting, and structuring — from weeks to hours. What it cannot do is make unverified claims true. A sound AI research process separates gathering (automate heavily) from verification (stay skeptical) so you end up with a brief you can defend.
State the decision the research serves ('should we build X for Y?') and the three or four questions that decide it. Research without a decision attached produces a document nobody uses.
Use AI tools to sweep competitor sites, reviews, forums, job postings, and public filings. Keep a source log with URLs and dates — a claim you cannot trace is a claim you cannot use.
Define the table you want (competitor, price, positioning, complaint themes...) and have the AI fill it from each source. Structured extraction turns fifty documents into one comparable dataset instead of fifty summaries.
Identify which findings the decision actually rests on and check those by hand: open the source, confirm the number, note the date. AI summarization is reliable on themes and occasionally wrong on specifics — verify specifics.
Have the AI draft the brief, but require it to show where sources conflict and what is unknown. A research brief that admits uncertainty is more useful than one that launders it away.
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