Artifical Intelligence – how is it impacting Qualitative Research?

The impact of machine learning and artificial intelligence on quantitative research is strong and ongoing – helping resesarchers cope with ever larger data sets at speed.

But what about qualitative research? The potential to standardise is lower; many projects have specific goals, research designs and modules are often tailor-made.

However, as we have seen over the past 18 months, digital has transformed qual research. And tech remains a key driver – AI in particular.

Edward Appleton and Dr. Natascha Haehling von Lanzenauer took a closer look at four key areas:

– translation software
– voice-to-text
– clustering and analysis
– chat bots

They also slook at the phenomenom of “Big Qual” – larger sample sizes generating statistical significance on areas that would be traditionally explored in-depth with much smaller numbers: how people relate to brands and concepts, why they make certain choices, what trade offs are at play.

You can access the article by clicking on the link below.

It was published in 2019 on the marktforschung.de platform in German. Things have changed a lot since then – so we will be looking to update in the coming months. Watch this space!

In the meantime, if you’re interested in finding out more, please get in touch – particularly if you don’t read German. We’d be more than happy to give you the gist, and maybe if availability allows, set up a session with Edward and/or Natascha!