As a leading developer of market research software, we are always looking to develop and enhance our products.  AI has the capability to augment our range of products making them easier to use, more powerful in application and more insightful in results. 

But why use AI at all, what’s the benefit?

Qualitative research, especially online communities and interviews can generate a lot of data, usually in the form of commentary from participants.  The current generation of AI uses a Large Language Model (LLM) design which makes it an ideal partner for text/language analysis.  The AI can ‘understand’ language and its meaning but not the context, hence our ‘Human led’ approach

‘Human-led’ means that the AI is used with clear, contextual, and demarcated instruction as dictated by the project.  Every use of AI is tailored to a specific project or application, ensuring that any outputs would be credible and actionable.

We believe that our targeted use of AI will bring considerable benefits to our clients, improving outcomes, efficiency, and satisfaction.