We’ve all heard the clarion call of AI. The promises of greater efficiencies. Streamlined operations. Faster innovation. Cost savings. For those of us who live and breathe qualitative research, proponents tell us that AI is the inevitable future of our industry. For clients, AI seems to hold the key for delivering the insights they need faster, and for less.
Month: September 2025
10 Ways to Speed up Qual. Without Sacrificing Insight.
Corporate researchers love qual—and for good reason. When it comes to insight that moves the needle, there’s no substitute. Qual digs deep into the complexities of human experience—capturing context, subtext, emotion, and behavior—in a way that data alone can’t.
AI Isn’t Killing Qual. It’s Showing Us What Really Matters.
Qualitative market research is having a freak-out moment. And it’s totally understandable. As with a host of previous technology disruptions (think manufacturing automation, automobiles, computers, and the internet), there’s a real fear across multiple industries that AI will supplant human jobs. Qual research isn’t immune.