By Iris Yim and Bonnie Curtis
In recent years, artificial intelligence has dramatically reshaped the marketing ecosystem. From in-house teams to agencies, AI tools are increasingly embedded in workflows, including research processes. As we embrace these advancements, it’s essential to rethink the role of qualitative research and how it’s conducted.
Why Qualitative Research Matters More Than Ever
While digital advertising and social media provide abundant data, the rise of AI has led to an exponential increase in both data and the prevalence of fake or misleading information. This makes understanding the “why” behind the numbers more critical than ever. Companies create products to meet human needs, and authentic consumer insights remain irreplaceable.
AI is a remarkable tool, but it has its limits—at times hallucinating or missing nuances. That’s why talking to real consumers and understanding their motivations, experiences, and emotional connections remains fundamental.
Expanding the Qualitative Toolbox with AI
AI has introduced a plethora of tools to enhance qualitative research. These tools don’t replace human insight but instead amplify our ability to gather, analyze, and interpret data efficiently. At Sparkle Insights, we’re committed to exploring and leveraging these innovations to provide smarter solutions for our clients. Here’s a look at some of the platforms we’ve evaluated, along with their best-use cases.
Streamlining Qualitative Analysis
- ArchAI: Best for researchers managing multiple qualitative projects that require quick turnaround. ArchAI centralizes research materials, automates transcription, and provides summarized insights with searchable transcripts. It’s particularly effective for time-sensitive projects, though it lacks advanced theme synthesis, making it better suited for projects where the researcher can manually derive higher-level insights.
- EzyThemes: Ideal for healthcare and pharmaceutical studies where high-quality, human-reviewed analysis is crucial. Its focus on generating themes and sentiments makes it suitable for industry trend analysis and comparing segments. However, its transcript-based analysis is less effective for studies relying heavily on video or multilingual inputs.
Comprehensive Research Platforms
- Qualzy: Excellent for asynchronous or longitudinal studies, including pre-group homework and diary studies. Its AI-powered summaries, quote extractions, and multilingual capabilities are ideal for projects requiring in-depth participant engagement over extended periods.
- Aha Insights: A versatile platform for video ethnographies and interactive IDIs (in-depth interviews). With robust storytelling and video editing capabilities, it’s ideal for projects where rich, narrative-driven insights are needed, such as customer journey mapping or brand perception studies.
AI-Moderated Platforms for Scalable Insights
- Listen Labs: Perfect for multinational or multilingual studies where scalability and speed are critical. This platform collects and analyzes data across formats (text, audio, and video) and delivers multilingual outputs, making it suitable for global concept testing or hypothesis generation.
- Outset.ai: Similar to Listen Labs but better suited for larger organizations with a need for ongoing studies, as it operates on an annual subscription model. It’s ideal for consistent data collection over time rather than one-off projects.
Behavioral and Emotional Analysis
- RealEye: Best for projects focused on understanding visual attention and emotional reactions, such as ad testing, website evaluation, or creative concept validation. Its webcam-based technology makes it accessible and cost-effective for both qualitative and quantitative needs.
- Realeyes: A more advanced tool for emotion and attention analysis, suitable for optimizing high-budget advertising campaigns. While synthetic models provide quick insights, human testing is recommended for niche or highly targeted audiences.
Collaborative Research Platforms
- Marvin: Designed for large-scale projects requiring team collaboration and robust organization of qualitative data. It’s ideal for agencies or research teams managing multiple clients or studies, with features like time-stamped notes, automated tagging, and seamless integration with other tools like Zoom and Google Drive.
Our Commitment to Innovation
At Sparkle Insights, we prioritize innovation to deliver meaningful results. By rigorously testing and selecting the best research tools, we ensure that our clients benefit from the latest advancements in qualitative research.
We’re excited to incorporate these technologies into future projects and share their impact on solving complex challenges. Let’s continue to uncover the human stories that drive the numbers.