I recently had the chance to stand on stage at Quirk’s New York with Traver McLaughlin, VP, Programs and Professional Engagement Marketing from the American Diabetes Association (ADA), and talk about a partnership that’s shaped how I think about qualitative research more than almost anything else in my career. Our session was called “From Insight […]
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 […]
For years, we’ve been asking consumers to explain their behavior. Why they bought something. Why they chose one brand over another. Why they stopped using a product they once loved. The problem is that most of the time, people don’t actually know. Not because they’re hiding anything, but because behavior is contextual, emotional, and often […]
The Industry is Reaching a Turning Point Quantitative research is facing increasing challenges – fraud, unverifiable respondents, and shallow open-ends that fail to capture meaningful insight. Meanwhile, qualitative methods continue to provide emotional depth and contextual understanding that quantitative methods lack. At the same time, qualitative research has evolved. Digital tools, modern platforms, and AI […]
The Growing Demand for Online Qualitative Research Platforms Corporate brand researchers and B2B insights teams are under more pressure than ever. Decision cycles are shorter, budgets are tighter, and leadership wants actionable insights immediately. Traditional qualitative research methods—such as in-person focus groups, long ethnographies, and manual coding—can’t keep up. The solution is an online qualitative […]
Aha Insights Technology enables global insights teams and market researchers to conduct simultaneous international studies with full control, cultural nuance, and a faster time to insights.
Primarily, when conducted with 100+ participants, qualitative research delivers depth and authenticity that quant lacks.