AI expertise from the region enables international market research at a new level.

[Göttingen, 16.07.2026] At the center of isi’s transformation are three specific application areas that demonstrate how artificial intelligence is changing the work of market researchers – and how new added value can be created for client companies. For example, the creation of questionnaires, previously a manual, experience-based task, will be supported by AI in the future. The AI draws on existing studies, analyzes the effectiveness of individual questions, and automatically generates new questionnaires that are precisely tailored to target groups and product types. “These AI suggestions will then be curated and adapted by our experienced employees – in line with the human-in-the-loop AI excellence approach,” explains Robert Möslein, Managing Director of isi GmbH.

A second step in innovation concerns the interpretation of results. Artificial intelligence recognizes patterns, trends, and correlations and formulates hypotheses from them. It also helps project managers understandably summarize results and make them strategically usable.

The third application case goes a step further: in the future, all study data from a client company will be intelligently linked and, if required, enriched with data from observations of predefined external sources, such as social media. This enables client companies not only to perform retrospective meta-analyses but also to proactively question new product ideas using enriched existing data. The AI recognizes patterns and trends in this vast pool of data and thus becomes a strategic ally for product development and market positioning.

Looking ahead, isi is also planning AI-supported analysis of video recordings from sensory tests to reliably and scalably evaluate test subjects’ nonverbal reactions. “We do not see AI as a replacement for our expertise, but as an amplifier,” emphasizes Joachim Haag, Managing Director of isi GmbH.  “The AI reliably recognizes patterns in facial expressions or gestures and can analyze large amounts of data quickly and without fatigue. Our customers benefit directly from this.”

The basis for isi’s AI applications is the harmonization of all existing data and the creation of a generic, scalable platform with customer-specific data pools, so-called Sensory Learning Lakes. This creates not only the foundation for the three previously identified AI application areas but also equips isi to implement further ideas. “As an AI research partner of the Federal Ministry of Education and Research, we have conducted basic research for five years. This knowledge is also being incorporated into isi’s transformation. We are pleased that our pioneering work can now be applied and contributes to strengthening the southern Lower Saxony region,” explains Ralf Mackowiak, Member of the Management Board of Arineo.

Beyond the technical aspects, isi and Arineo place great emphasis on the organizational and cultural impacts of the transformation. “Roles are changing, skills are being rethought, agile project work is replacing classic responsibilities – these aspects must be considered from the beginning so that employees accept the innovations and work with them,” Mackowiak adds. For this reason, isi will roll out its new AI models iteratively. With each AI innovation, the effects on the organization will also be examined in detail, discussed, and necessary changes anchored. This ensures that the market research institute, founded in 1995, and its digitalization partner enable artificial and human intelligence to complement each other beneficially.

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