AI Fatigue? Think Again
If you’re a researcher, you may be tired of hearing about AI. It comes up on every news feed and at every conference. Honestly, AI feels sort of inescapable. But what is it exactly? It seems to often transform into a sort of buzzword that can actually mean a whole host of unrelated things. But we need to narrow our focus. How are researchers using it?
In a recent article, ResearchLive explored some of the various ways in which generative AI is being used by researchers worldwide. The use cases vary wildly, and cover a vast range of methodologies and approaches. Here are just a few standouts:
COLOOP is building a ChatGPT-powered, purpose-built AI tool for qualitative research that will allow users to upload interviews, ask questions and receive referenced answers which link back to verbatim and audio/video evidence.
QUESTIONPRO has launched a generative AI tool to design surveys. Users of the company’s research platform can use the feature to build surveys using a conversational interface, defining research topics and generating survey questions.
ZAPPI is using AI to determine the quality of respondents entering its system and removing bots and sample farms; creating automated reporting; and carry out chatbot-style interviews, moving more to text than numeric-based interviewing.
It’s clear from these examples that generative AI is finding use in all sectors of the market research industry. The full ResearchLive list has over 20 companies and the ways they’re utilizing AI in their own companies, and is regularly being updated. Between surveys, recruiting, and interviewing, the use cases seem vast. These are just the beginning, as the talking point of AI doesn’t seem to be going anywhere anytime soon.
FGA has begun working to integrate AI note taking tools into their focus groups, building a tool that will allow moderators and researchers to begin building a report before the group has even ended. These are the innovations that will push our field ahead by 20 years. How are you using AI?