AI in the field of reporting & visualization

Demian van Gils, Data Specialist at Markteffect, explains how AI helps translate data into impactful insights.

In a world where data is becoming increasingly complex, one thing remains central to our reports: the story. Actionable insights in a logical structure, with a clear conclusion and clear recommendations—that's what it's all about. The role of the researcher remains leading in this. What is changing? How we support researchers to arrive at that story faster and smarter.

Meet Sidekick

Sidekick is our in-house research engine and a real game-changer for our Research Experts. This AI-driven tool takes repetitive tasks off their hands and ensures a streamlined workflow. Think of automatically generating tables, figures, and even performing complex statistical analyses.

This automation gives our researchers more time for what really matters: adding depth, interpreting results, and formulating strategic recommendations. In short, our Research Experts spend less time formatting reports and have more time to add real value for the client.

Efficiency and accuracy

Sidekick not only speeds up the reporting process, but also increases accuracy. Fewer manual steps mean less chance of errors. And that ensures more reliable results—a must for making important decisions.

The right balance between man and machine

Although AI provides powerful support, interpretation and storytelling remain in the hands of our researchers. It is precisely this human perspective that ensures insights are made relevant to your organization. AI is a tool, not an end in itself.

With tools such as Sidekick, we continue to deliver on our promise: reports that not only inform, but also activate. Relevance, Relationship, and Results – also within reporting & visualization.

Questions?

Would you like to know how we can use AI to make your insights even stronger? Please contact us. We are happy to help!

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See also

Want to know more? Here are some relevant news articles. That way, you won't miss out on anything happening in your industry.

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Human in the lead: Market research in the age of AI

Relevance as a strategy: insights from our roundtable on hyper-personalization

Why do consumers really choose your product? The value of a conjoint analysis

The dividing line between qualitative and quantitative research is blurring, partly due to AI probing.

<p>Demian <span>van Gils</span></p>

Demian van Gils

Data Specialist

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