The last two years have seen demand for AI-powered insights skyrocket. Everybody wants some, and the AI is well entrenched in the quantitative research sector (you may have heard of Big Data), but is it really a viable tool in qualitative research? Will it provide meaningful impact when it comes to emotional insight ideation, and agile strategy?
The short answer yes – if the right tools are used carefully. Like so many hot new buzzwords, you might feel it is overblown; and only four years ago you would have been right. But things are moving incredibly fast,
How A.I. started
Here at Jade Kite, our interest in A.I. started over 20 years ago. At the time, A.I. was a deeply theoretical project nowhere close to mainstream, real world applications. It mainly aimed to optimize classical computer programing, keeping the same top down, linear approach. These systems were very limited in terms of mainstream applications.
A paradigm shift
That is until the early 2010s, when two parallel changes made today’s A.I. possible.
- First, neural networks made the machines able to organize their own data with much less help from programmers.
- Second, mass adoption of the internet gave birth to Big Data through seemingly unending training data.
In only a few years, real-world commercial Ais became commonplace. Automated translation and dictation, barely useable up until then, rapidly gained credibility, with each new user helping improve them further.
A new age of A.I.
Despite the advances in A.I., human emotions and behaviors remain among of the most complex systems imaginable, keeping them out of reach of AI… Until now. A new explosion in qualitative data and scientific research have resulted in incredibly accurate window into how people feel and express themselves. The first useful, robust, and reliable applications are now available to those who know what data to feed in, and how to interpret the outputs.
How to incorporate A.I.
Beyond Big Data analytics, the insights world is starting to understand how A.I. can add even more depth, nuance and robustness to qualitative research and strategy if the right tools are utilized consciously, in addition to more traditional methods, by insights and strategy experts. The advantage in understanding and predicting human behavior offered by A.I. is entirely dependent on retaining our empathy, our curiosity, and our innate sense of connection.
To discuss which A.I. tools might enhance your qualitative insights, get in touch with Sidi today.
9 Responses
Your wayy of descrjbing the whole thibg inn this posat is trduly pleasant,
all be able to withbout difficulty be awaree of
it, Thanks a lot.
Hi there! I realize this iis sommewhat off-topic but I needeed to ask.
Doees managing a well-established website such aas yours take a
massive amount work? I’m completely neww tto runnibg a
blog however I do write iin my jourrnal everyday.
I’d like tto start a blog so I cann easily sjare my experience and feelings online.
Please let me knlw if you hage anny kind of recommendations or tips for brand
new aspiring bloggers. Appreciate it!
It’s a pity you don’t have a donate button! I’d without a doubbt doonate to this outstandimg blog!
I guess forr nnow i’ll settle for book-marking and adding your RSS feed too my Gogle account.
I lkok forwsrd to fresh uppdates andd wikl share this site with my Faceebook
group. Chat soon!
Askin questions aare trly pleasant thuing iff you
are not understanding somnething entirely, excrpt this articlle
provides glod understanding even.
Thiss page reallly has all tthe ingo I ndeded concerning
thjs subject andd didn’t kno who too ask.
Actually wwhen someoone doesn’t understan then iits uup to other users thaat they will assist, so here
iit occurs.
Hi! I could have sworn I’ve been to thijs wesbsite before but after brokwsing
through some of tthe pkst I rdalized it’s neww to me.
Nonetheless, I’m definitely delighted Ifound iit andd I’ll be book-marking and checking bwck
often!
Pretty! Thiis has been an extremely wonderfuul article.
Thank for supplying thius information.
Have yyou ever considered about adding a little bit more than juust yoyr articles?
I mean, whqt youu sayy iis important and everything.
Nevertheless think of iff you dded some great photos or videos to give your posts more, “pop”!
Your conten iis exccellent but wioth pihs and video clips, this
website coluld certaqinly be one off the verry bst in its niche.
Veryy good blog!