Automation can act as a “turbo boost” for traditional qualitative researchers but not replace them

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 03, 2020, 12:26 PM UTC

Businesses should use AI outputs as the starting point for their human-led analysis.

This piece argues that brands should automate processes to improve both the speed and efficiency of qualitative analysis. Marketers should use the AI output as the starting point for human analysis, without expecting the AI to provide the answers.

Analysing the AI output data, instead of going through the raw data, can save time by eliminating unnecessary elements. It can help researchers build a picture of the overall story and identify key learnings in a day, which would otherwise take a week.

The author contends that combining AI with human skills allows brands more time for more in-depth human analysis to extract high-quality information and set clear guidelines and recommendations. It will also enhance efficiency without compromising the depth and quality of insights.

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[4 minute read]