At the INSIGHT Conference in London 2016
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The Role of AI In Future Qualitative Market Research Activities
News Update [June 2023]
The Role of AI In Future Qualitative Market Research Activities
The future of qualitative market research in the age of ChatGPT (Generative Pre-trained Transformer) is a complex one. While ChatGPT and similar technologies offer a great deal of potential to streamline, automate, and scale research projects, there is still no substitute for the value of human intuition, empathy, and the ability to ask the right questions.
The most valuable aspect of qualitative market research is the ability to get to the root of a problem, whether it be customer experience, product feature preferences, or customer sentiment. This requires an understanding of the customer’s needs, motivations, and emotions, something that automation cannot replicate. By observing body language, empathizing with the customer, and asking the right questions, research professionals can get to the heart of what a customer needs and wants. More …
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