Leverage AI for Qualitative Analysis
Traditional market research surveys continue to be an extremely valuable tool for gathering consumer insights, but with so many sources of data available these days, you may be missing important areas of consideration if it’s the only method you’re using.
Qualitative methods are becoming increasingly useful with the rise of AI tools because it means we no longer need to go through the painstaking (and expensive!) process of hand-coding all the open-ended responses.
On a recent project I conducted with a healthcare and sustainability focus, I was able to tell my client what the trending topics were on relevant forums and subreddits, because I could pull keywords directly from the actual conversations people were having about the field online.
I would expect to see the continued rise of AI tools integrated into research platforms, allowing us to parse more data and more types of inputs than what had ever been possible before.
Check out the full article at the American Marketing Association – Phoenix Chapter