NEW E-BOOK

Will AI Finally Make Insights a SaaS Industry?

For years, investors and founders have chased the promise of turning market research into a SaaS product—scalable, high-margin, and self-serve. As the industry rushes to bring new AI solutions to market, that vision feels closer than ever. But will AI finally unlock the model the industry has been chasing, or simply expose why it hasn’t worked all along?

In his new e-book, industry veteran and sampling expert JD Deitch (ex- NPD, Ipsos and Cint) explores what clients are really buying, where human expertise still matters, and what business models will actually win in the coming era of AI-driven insights.

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Clients are not "hiring" market research to learn.

There’s no shortage of DIY platforms promising faster, cheaper, and more agile research. Yet these tools still hold only a single-digit share of the industry. Why is adoption so low?

The problem is that suppliers have only partially understood what buyers are actually solving for. To paraphrase Clayton Christensen, clients aren’t “hiring” market research to learn—they’re hiring it to reduce uncertainty. But they’ll only do so under two conditions: the output has to be good enough, and the solution has to fit how their business works. Today, these outcomes are delivered by humans.

So what about AI? Could AI-powered platforms finally be good enough to meet those criteria and deliver insight at scale, with fewer or even no humans? Automation isn't good enough. If AI is going to make insights truly SaaS, it has to replace what the humans provide.

And that changes how businesses and products need to be built.

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