Dig Insights

Question to all research folks: How often do you rely on open-ended questions to make actionable decisions?

Qual research has, in years gone by, been viewed as sort of challenging to quantify. But today’s Dig In guest is chipping away at this type of historical stigma. Jared A. Feldman is the CEO & Founder of Canvs AI, an emotion and behavior insights platform. In this lively episode, Jared and our own qual expert Patricia King discuss how you can add empathy to qualitative research, turn unstructured data into quantifiable evidence, and how AI can help researchers power up their work.

Tune in to learn:
• What Canvs AI does and how they enable brands to be truly empathetic
• Why open-ended questions have had a mixed reputation in the research world and how Canvs AI is changing that
- The benefits of using a tool like Canvs AI in tracking studies
• How consumers can tell if a brand is empathetic
• Why AI won’t actually steal our jobs

Listen now: http://ow.ly/8Ekl50Mzpst

"AI is an assistant. It's the human creativity that makes AI valuable."

Kathy Cheng, founder and CEO of Nexxt Intelligence, started her career as an interpreter for qualitative research before becoming a moderator herself. She has spent most of her time in the qualitative research side of things and is now using AI to help bring some qual elements into qualitative research with conversational AI.

Kathy explains why deep qual requires stimulation - more than just the conversation - and why AI can't replace it. She also highlights that light qual is more about listening and showcases how technology is already advancing the speed and capability of light qual. And Kathy hypotheses that a hybrid between qual and quant might be more of a new methodology that sits between qual and quant, rather than just two options you can pick and choose from.

Tune in to learn:
• What is conversational AI, and what it means in the context of market research
• Why you probably can't get qualitative depth at quantitative scale
• Advice on how to ask the right questions
• The differences between light qual and deep qual
• Why human-centricity is more important than ever

http://ow.ly/aArM50MhtNN

Innovation can be challenging. The task of creating something new or different is overwhelming when you have all the options in the world. Often, people throw many things at the wall and see what sticks. But instead of having all the options, what if you limited yourself? Gave yourself constraints? Well, that’s what Fiona Stevenson and her team at The Idea Suite do.

Using the Design Thinking methodology (a creative problem-solving framework), Fiona helps you define the problem and narrow your focus, so you can innovate around a specific consumer challenge.

In this episode, Fiona teaches you:
• What exactly is Design Thinking
• Why constraint breeds creative ideas
• How you go about creating constraints
• Real-life examples from the pandemic of how constraint led to innovations
• Why Cheekbone Beauty, an Indigenous-owned and founded Canadian cosmetics company, is a perfect example of using constraints to create beautiful innovation and work

Listen to the episode - http://ow.ly/eJIY50L7rNq

Do you know how to choose the right research providers?

In a market research landscape filled with mixed offerings, choosing the best options for your needs can be difficult. Do you choose a technology platform or a strategy consultant? Today’s guest, Mike Stevens, Founder and Editor of Insights Platforms, cuts through the ever-growing research landscape to help you narrow down your decisions.

Mike discusses the need to blend self-service with human expertise, why it’s hard only to offer SaaS within market research, how choosing tech is a discipline itself, and why we need to fix the commercial model of responding to briefs.

Tune in to learn:
• What’s happening in the research space
• How to select a research platform
• What a good agency partnership looks like
• The challenge of future-proofing

Listen Now - http://ow.ly/gvqK50KIrh7