Strategic Role of AI in Market Research and Sustaining Business Continuity

Ioseb Gabelaia
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Ioseb Gabelaia: RISEBA University of Applied Sciences

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1457-1471 from Springer

Abstract: Abstract Market research has changed due to artificial intelligence, presenting businesses with unique opportunities for business continuity. The research explores how AI contributes to the development of data-driven market research methodologies, highlighting the synergy between computing power and human insights. Traditional market research relies on conventional methods. While they are adequate to a certain extent, their ability is limited to changing business market dynamics. The author used a mixed methodology. Systematic literature reviews, and survey data provided significant insights. Data were collected using snowball and convenience sampling methods via Qualtrics Software. These results were explained through the Dynamic Capabilities Theory, and Knowledge-Based View (KBV) conceptual framework. The results revealed that AI has exceptional computational capabilities in data analysis, and human insights are necessary for interpreting complex contexts. Therefore, suggesting a significant potential to improve business continuity through effective market research. While some view AI as complementary to human insights, others perceive it as potentially detracting from or enhancing them. Businesses can facilitate more resilient market research techniques by encouraging the exploration of synergies between AI and human capabilities, fostering better business continuity. Moreover, the results highlight that while AI transforms market research, integrating AI’s computational power with human intuition will be important for sustainable business continuity.

Keywords: Artificial intelligence; Market research; Business continuity (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-6415-6_90

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DOI: 10.1007/978-981-95-6415-6_90

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