3 Ways To Implement AI Into Your Market Research Today

While AI may seem like a hot and new topic, the truth is that some research platforms have been leveraging AI and machine learning technology for almost a decade. These platforms are using AI to replace manual, repetitive tasks in the market research process so that insights professionals can gain some of their time back for more strategic work. quantilope is one of those platforms, with AI built into the core of its Consumer Intelligence Platform since day one.

Despite the advances in AI, it will not replace the need for researchers and insights professionals. Instead, it’s going to serve as a new support system, empowering and inspiring teams at every stage of their research journey. As a result, research teams will become significantly more productive, allowing them to choose how they use their valuable time.

The best part about AI is that you don’t need to be an AI or analytical expert to leverage its value. When implemented in a smart way, AI is designed to work automatically (whenever you want) to make your tasks easier - regardless of your research expertise. AI tools make data collection and analysis more efficient so that researchers can spend more time focusing on the insights and strategic, actionable, stories from datasets.

Below I’ll walk you through three ways to incorporate AI into your research approach, allowing you to streamline your survey creation, data analysis, and reporting.

1. Replace tedious survey setup tasks 

Do you sometimes find yourself staring at a blank questionnaire wondering what to ask respondents or how to phrase insights questions to ensure valid and actionable takeaways?

For researchers who may get stuck on what to ask or include in their surveys, Generative AI - or, GenAI, tools (like Chat GPT, for example) can help generate ideas and questions that will provide them with high-quality data and actionable insights. For example, quantilope has integrated GenAI into its platform to instantly populate a list of survey inputs - like need statements for a MaxDiff/ Segmentation or associations (dynamic elements) for an Implicit Association Test. This application of GenAI is particularly useful for easily applying advanced methods, even when a brand is exploring a new target audience or unfamiliar category or territory.

Beyond generating survey input text, AI can also help with understanding and improving participants’ experience and survey quality - like quantilope’s use of AI to automatically predict the length of interview (LOI) in any given questionnaire.

2. Speed up and improve analysis

By automating all stages of data analysis, consumer intelligence platforms can simplify even the most complex methods and analyses.

On quantilope’s platform, for example, all data is automatically processed, cleaned, and analyzed using AI and machine learning algorithms in conjunction with scientific validation for both descriptive studies and advanced research methodologies. By this, researchers never have to spend time on tedious analyses or worry about the right algorithms to use but they can spend more time with the actual findings.

But the support doesn’t end there. In the next section, we look at how a particular type of AI - Synthesizing AI or ‘SynthAI,’ - can help researchers even more by identifying key insights from their findings.

3. AI-driven insight summaries

SynthAI is a type of AI capable of automatically summarizing large sets of information. As it relates to market research, SynthAI can be used for a variety of use cases that help to quickly interpret your findings such as:

AI-generated chart titles and summaries

Many consumer intelligence platforms (quantilope included) can populate data in real-time so that you can get a jump start on market insights analysis before fieldwork even wraps up. Set up the charts you want to be populated and leave it to AI to generate suitable action titles and to create summaries of key insights, both for single charts or even entire dashboards - significantly shortening the time from survey launch to final stakeholder delivery. Additionally, AI generated summaries enable researchers to apply and interpret advanced methods without specific expertise required as the AI provides the guidance and assistance.

Qualitative analysis

Are you using qualitative means of research like focus groups or online video interviews? AI allows market researchers to quickly perform emotion or sentiment analysis based on consumers’ qualitative responses and to automatically extract key insights from speech, text or video. 

Additional thoughts - how quantilope is continuously integrating AI

quantilope was built with AI at its core to make high-quality market research faster, more affordable, and more accessible to researchers of all skill sets. For nearly a decade now, quantilope has been leveraging AI and machine learning throughout its platform to unlock high-quality consumer insights in real-time, empowering researchers and executives to elevate the consumer voice in boardroom conversations. To continue growing alongside the exciting advancements in AI, quantilope established three core principles that you’ll see increasingly reflected across its Consumer Intelligence Platform:

Rooted in end-to-end research

For AI to reach its true potential in consumer research, it must be ingrained in an end-to-end workflow that researchers have direct and constant access to. Today’s researchers shouldn’t need to copy/paste data across platforms or data sources.

Blend AI with advanced research methods

At quantilope, we believe that speed to insights should never sacrifice the quality of insights. Only when using AI in combination with advanced research methods like Conjoint, TURF, Implicit Association Tests, and other advanced methods can researchers provide robust data that stakeholders can trust - without compromising a project’s timeline.

AI as your research copilot

The future of AI in the market research industry is through AI co-pilots that navigate you through each stage of the research process. Using an AI co-pilot, you’ll seamlessly weave AI capabilities into survey creation, survey fielding, data analysis, and insights reporting for an overall more productive process. In other words, an AI co-pilot will become your research assistant, allowing you to do much more with much less (effort, time, resources, etc.).

Would you like to find out more?

If you would like to learn more about quantilope’s use of AI, download our Guide To Implementing AI Into Your Market Research Process where we go into more detail on all the ways AI is driving the research industry forward.