There is a lot of buzz about AI in the market research industry at the moment. The technology is developing quickly, and it's difficult to keep up with everything that is going on.

At Edentify, we have been using AI tools for a number of years. Some are built into our survey platform and you have probably seen the outputs in your reports, even if you didn’t know it at the time. 

In particular we have found AI extremely useful for helping us analyse open text, making it faster for us to understand open ended responses to both quantitative and qualitative questions. 

People are at the heart of what we do at Edentify. We know how important it is to be running research with real people, which is why we see the benefit of ensuring that our Caféstudy panel is made up of validated, real people who are engaged in the research we do. 

It’s the "real" nature of the people we research that makes them so valuable. The things that make our work strong are the things that can’t be predicted by AI or synthetic samples.

Perhaps there will be more of a role for these in the future, but we’re not there yet.

For us, AI is a tool that works alongside the expertise of our researchers to help us get more from our participants, and improve our insights and recommendations to our clients. 

For more information, contact Edentify