How AI can make qualitative research faster and smarter
One of the stubborn challenges of qualitative research is summarizing interview transcripts into usable insights. It’s an issue we face too when we’re editing What the Future: How to take a 9,000-word transcript and pull out the best parts from our interviews.
Turns out, AI can help here, also. We used Orra AI, a new tool from Xperiti for that. Ipsos acquired the startup specializing in business-to-business research in 2023. We fed the entire catalog of 200-plus What the Future expert interviews into the AI’s closed beta. Then Orra AI distilled the insights and preformed a horizontal analysis across the summaries.
It quickly drew out key trends and future outlooks and summarized them into a few pages. It identified patterns and insights across diverse sectors that we’ve covered, including the challenges and potential of plant-based proteins, the potential of the metaverse and luxury brands’ role in it, and AR as an engaging and immediate marketing tool.
With this kind of AI, researchers can organize and share their collective knowledge faster, says Yadin Soffer, CEO of Xperiti.
“By changing how teams access their qual data, AI can improve how companies track and design new research, identify patterns and see opportunities for new areas of study.”
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