Reading Consumers’ Minds with AI
When running custom research for our clients, we primarily relied on quantitative questions, where respondents select from a fixed set of answers. Quantitative data is quick to collect and analyze and leaves little room for interpretation of what respondents really meant. This usually gets the job done, but sometimes we’re left with a suspicion that we may be missing respondents’ true feelings. This is where qualitative data comes in: respondents are free to answer questions in an open text field however they want to. However, this data is often bulky and time-consuming to analyze, requiring coding of individual responses into broad categories and adding analysis time.
Hello AI.
Large language models like ChatGPT can analyze and summarize large amounts of text much faster than a human, allowing projects that would have once been impossible to be completed with ease. For example, in an urgent project that required a tight turnaround of analyzing 1000 responses in 24 hours, adding open ended questions to the questionnaire first seemed impossible. However, by leveraging AI, the thousands of data responses could be summarized in minutes into the most common themes. These responses resulted in a richer understanding of consumers’ opinions and the obstacles preventing them from considering the brand. This was actionable feedback that our client was able to address.
Using AI for efficiency in mass amounts of text has also been valuable for media projects. By plugging in the thousands of social media comments for your brand as well as competitors, AI-powered tools identify key themes and trends and give our clients the competitive edge.
By leveraging AI, we streamline data analysis and deliver actionable insights quickly, ensuring our clients stay ahead with informed, efficient decisions.
Emily Unger, Director of Research and Insights
