How aha intelligence (ai ) can deliver faster, better market research insights Mobilizing an avalanche of qualitative research data into actionable plans
AI is now everywhere in the world of market research and, well, the world in general. Like most new technologies, it comes with huge benefits, incredible optimism, and some accompanying concerns.
Dealing with the Avalanche
First, AI is the single most impactful innovation to affect the daunting task of analyzing large amounts of unstructured qualitative research data. As we all know, the biggest drawback to doing online market research is the unpredictable volume of open-ended data that is generated. I’ve referred to it in previous blogs as an avalanche, and I honestly don’t think that’s too much of an exaggeration.
The promise of artificial intelligence is tantalizing, but it is still in its infancy, and 100% requires a skilled human to manage the process. This human element cannot be overstated.
The aha intelligenceTM (ai) generative analytics and reporting tool we’ve developed eliminates that data avalanche trepidation and – in essence – turns it into a significant advantage for clients. Here’s how:
We believe the biggest benefit of aha intelligence (ai) is inspiring a more transformational analysis and reporting in a much shorter amount of time. Some of the specific tools we’ve built in give you the capability to:
- Quickly summarize large qualitative datasets (we’re talking minutes here)
- Instantly apply sentiment analysis to the response sets
- Automatically tag thematic responses to support your findings
- Connect unseen or more subtle data points, leading to breakthrough insights
- Provide supporting quotes and clips to validate your key themes
- And most importantly, our latest enhancement actually outlines your first draft
Building Better Studies
In addition, we’ve been able to use aha intelligence to tap into the natural intelligence of the aha platform itself…to give clients the advantage of what we’ve learned about planning and executing strategic studies over the last decade. So, we can take your study objectives and quickly recommend a set of activities that you or we may not have thought about. Your study design, in general, and your specific activities will get better.
Benefits of a Historical Library
Another big future benefit is building a library of studies on our platform, allowing you to tap archived data from historical market research initiatives to understand macro trends, segment and demographic level longitudinal insights, as well as understand changes in brand perceptions and product usage behaviors over time. For instance, we have a client with more than 500 studies within the same product category on our platform; imagine the ai query possibilities that would enable you to take your analysis to a completely new level with minimal human guidance! This undertaking by a human would be next to impossible from a time and cost standpoint.
In conversations with clients, there are a few concerns: one is privacy and data. With aha intelligence (ai), all the proprietary data stays private, from the (ai) processing to our servers that it runs on. Your data is secure. It doesn’t mix with public large language model repositories. It’s your data; it will get better over time by training itself on your historical data. And because of the intuitive approach that’s already built into the platform, you don’t lose the human stories that bring your insights to life. It just becomes easier to find and tell the stories that give you a strategic advantage…and gets you more expeditiously to your aha moments.
Another concern we hear in general is the fear that AI will replace market researchers or insights analysts. That is not the case; the fact is the human touch is more important now than ever.
Stay tuned for our next blog on how aha intelligence (ai) can help you rapidly create transformational reports that deliver maximum aha moments.
If you would like to learn more about our insights technology platform and its AI capabilities, please reach out to us here. We’d be happy to show you what we can do for you.