Sympler in QRCA Views: The State of AI in Qualitative Research—How Researchers Can Benefit
AI-driven applications for qualitative research are being developed at the speed of light, coming out so quickly that it’s difficult for researchers to keep up. Author Renée Hopkins looks at the current state of AI in qualitative market research and how it’s benefiting researchers.
By Renée Hopkins, Qualitative Research Manager, Decision Analyst, Arlington, Texas
Artificial intelligence-driven (AI) applications for market research are being developed at what seems like the speed of light, coming out so quickly that it’s difficult for working researchers to keep up. If you haven’t tried any AI applications because you want to wait and see which app will be the “winner”—don’t wait. There will not be one “winner”—different apps do different things, all of them fascinating and useful.
In the last few months, I’ve seen many demos of AI applications and had many conversations with the people behind those apps, both via Zoom and at IIEX in April. Here’s what I’ve learned about the current state of AI in qualitative market research.
