Working with generative AI speeds up our work, allowing us to spend more time making sure our discoveries and insights have impact . So we can speed up the go-to-market time and produce the research data needed for planning and service development even faster.

The focus of artificial intelligence (about 60%) in the learning content of its language model is focused on the United States, so it’s worth keeping that in mind at least sometimes. But, for example, artificial intelligence-assisted interviews are completely manageable with current models. And if you’re wondering where we’ll be in the next two years, now is the time to start.

Three added values ​​that AI already brings

Faster data analysis : AI-powered tools can quickly transcribe interviews, identify themes and summarize results, saving hours of manual work.

Greater scale : AI allows you to collect and analyze data from a larger number of participants, resulting in more representative insights.

Deeper Insights : AI can spot patterns and connections that humans might miss and uncover hidden gems in data.

At least I myself try to remind our customers that collecting and analyzing data with current tools is significantly better than doing nothing. I use as an example that we use artificial intelligence to produce our meeting notes. Not every memo is always perfect, but it’s better than no memo at all. In the same way, utilizing AI as part of research can sometimes seem challenging, but all the work that is being done now will help in the future.

It’s worth remembering that we once lived in a time when digital cameras didn’t reach the level of film, but no matter what.