Moderating great qualitative research takes more than a discussion guide. A skilled moderator tracks the objective, reads body language or tone in written responses, listens for what’s unsaid, and decides in real time which thread is worth pulling on next. That’s a lot to hold at once, and it’s why great moderators are so hard […]
While AI is changing how qualitative research is conducted, it isn’t changing why conversations matter. As qualitative research continues to evolve, online focus groups and virtual in-depth interviews (IDIs) have become essential tools for connecting with participants regardless of location. Research teams are expected to move faster, collaborate across locations, and deliver deeper insights, often […]
It’s hardly news that researchers are facing pressure to move faster. In fact, you could argue that’s always been the case. Stakeholders want answers quickly. Markets shift rapidly. Decisions need to be made. And if you’re the person waiting on research before making a decision, time can’t move fast enough. What feels different now is […]
After spending time at both Quirk’s Chicago and IIEX in Washington DC over the past 3 weeks, one thing is clear: The insights industry is not debating whether AI will matter. It already does and has for the past few years. Across both events (which were excellent BTW), AI continued to dominate the conversation. New […]
Artificial intelligence is changing qualitative research at a rapid pace. The promises are everywhere: faster turnaround, lower costs, instant summaries, automated reporting. Some of that progress is real. But in qualitative research, speed alone does not deliver breakthrough insights. The real opportunity is not using AI to replace researchers but rather to use AI to […]
Aha Insights Technology, an activity-based market research platform, has expanded its Aha Intelligence™ (ai) analytics and reporting capabilities by adding on-demand Executive Summaries to provide easily digestible one-page C-Suite overviews. The integrated artificial intelligence-based reporting tool enables market researchers and brand insight teams to deliver high-level snapshots of key findings and actionable recommendations from asynchronous […]
How aha intelligence™ (ai ) can deliver faster, better market research insights AI is now everywhere in the world of market research and, well, the world in general. Like most new technologies, it has huge benefits, incredible optimism, and some accompanying concerns. Manage Unstructured Data First, AI is the single most impactful innovation to affect […]
Let me cut to the chase: Artificial Intelligence (AI) is the biggest game changer the market research industry has experienced since the internet arrived. It has transformed our world by bringing speed, precision, and actionable insights in ways that were previously difficult or time-consuming to achieve. In a word, AI is amazing. aha insights technology is no ‘Johnny come […]
Aha Insights Technology’s AI capabilities, embedded within its aha intelligence™ (ai) platform, focus on enhancing the efficiency and depth of qualitative data analysis through the use of objective-driven artificial intelligence. Here are its key features: Key AI Capabilities of Aha Insights Technology: Automated Data Analysis: Quickly summarizes large qualitative datasets, reducing analysis time by up to […]
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 […]