AI and Market Research: Shifting from Agility to Acceleration
Whoever thought we’d be in a world where it’s possible that the faster we go, the more we’ll see with a deeper understanding?
I’m reminded of traveling on commuter trains in New York earlier in my career or over long distances in other parts of the country. We would speed through a small town or village — only seeing the highlights and a few people moving about their day. We wouldn’t have any idea what was really going on in these people’s lives or what’s motivating them to do what they’re doing. Of course, traveling by plane accentuates this even more… the 30,000-foot view truly obscures life on an individual level.
Generally, in insight work, speed has been full of compromises. Just getting a surface understanding that can miss the context and emotional texture at the core of someone’s motivation. Yet speed is often what the insight world demands. Answers now, or yesterday. In qualitative work, we have always had the challenge of so much unstructured data and valued finding consultants or insight partners who can make sense of it all as quickly as possible. Sometimes, we’ve also felt it’s necessary to attend focus groups or interviews so we can see for ourselves. All of this takes time and can cost a lot of money. Thinking back to our train analogy, it would mean stopping at every town and getting out to talk to people; fun and interesting – but not exactly agile, something we’ve tried to figure out for a long time in the MR world.
At aha insights technology, we’ve developed an AI tool, aha intelligenceTM (ai), that leaves the need for agility behind and replaces it with Acceleration. Our integrated ai analytics and reporting capability can be implemented at any level of study development or analysis to almost instantly turn unstructured data in whatever form — video, audio, images, text — into previously unseen insights that can drive your business forward by connecting the less obvious dots. You’re going way faster than you’ve ever gone, and yet you’re seeing more than you ever have.
Here are some examples of how aha intelligence (ai) is accelerating market research:
AI Accelerating Analysis
We believe aha intelligence (ai) can reduce your analysis time by 50-80%. The near instantaneous results apply to objective-level, question-specific, and now study summaries delivering one-page C-suite Reports that drive organizational alignment and enhance the awareness, alignment, and adoption of a clear strategic direction.
AI and Video
aha intelligence (ai) can power through super unstructured video data that doesn’t have a linear discussion guide — conversations can weave and bob all around like natural conversations do —and AI can make sense of it all by tightly summarizing IDI and Focus Group interviews and suggesting key video clips to auto-generate highlight reels supporting your key findings. The interview summaries are editable, customizable, searchable, and downloadable.
The Power of Hybrid Studies
It has historically been a challenge to combine asynchronous study data with live interviews into an integrated report. Now aha intelligence (ai) makes this process far more efficient with the power to validate themes from both text-based and video data into a multi-modal report.
The All-in-One Approach
aha’s data collection capabilities, both asynchronous and live digital, are ideally suited for a combined accelerated analysis as our (ai) neatly wraps all of the data into one concise report seamlessly and efficiently.
Validation and Supporting Documentation
Everyone is concerned about AI hallucinations. With aha intelligence (ai), you get supporting quotes and time-calibrated clips for all key insights. This gives you the ability to speed up your analysis and enhance your report with actual respondent commentary specific to the AI-suggested insight, alleviating concerns about AI making things up on its own.
Now, you’ll use your human brain power to reframe, affirm, or challenge the insights that come out of your qualitative studies instead of trying to manually organize all your data. You’ll put your brain to work on moving your business forward with a deeper and more compelling understanding of what’s driving your customers or consumers.
You’ll be moving quicker than you ever have, seeing more, thinking more clearly, and delivering seen and unseen insights faster than you ever have.
If you would like to learn more about how aha intelligence (ai) can accelerate your market research analysis and reporting, reach out to me at rayf@ahaonlineresearch.
