AI-Backed Qualitative Research

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Objectives:
  • A manufacturer wanted to understand if technical professionals emote like consumers when evaluating professional products/services, or if they are more rational, linear and objective.
Methodology:
  • Two-pronged approach: 12 qualitative in-person IDIs plus six virtual IDIs. Respondents were video taped in high resolution. Moderator highly trained in nonverbal intelligence was backed up with AI-based software to help identify instances of emotion: happiness, contempt, disgust, fear, anger, surprise, sadness, neutrality.
Result:
  • This research clearly demonstrated that technical professionals intensely emote when presented with certain choices/topics.

Case Study: Wine Labeling

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Objectives:
  • Identify what nutrition and ingredient information wine drinkers want to see on wine bottle labels.
Methodology:
  • Online quantitative survey among 1,000 regular wine drinkers in the U.S.
Result:
  • Results were used to identify what information consumers assume is on wine bottle labels and understand whether the current level of information on the labels meet the expectations of wine drinkers.

Market Canvas Study: Electronics to Keep the Elderly Safe

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Objectives:
  • A manufacturer of AI-based electronic products that serve the elderly US population wanted to test 3 hypotheses regarding the adoption of their technology among their target audience.
Methodology:
  • A two-part methodology including in-depth interviews among senior decision makers in their target audience, followed up with an online quantitative survey.
Result:
  • The hypotheses were tested. One was clearly validated. Our client will use the results of this study for sales, PR, whitepapers, and conference material.

Educational Display Technology

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Objectives:
  • Evaluate a system of integrative display devices to be used in teaching environments.
Methodology:
  • In-depth Zoom interviews among teachers and IT decision makers in education settings. Included an ethnographic component to better understand teaching environments and technology set-up.
Result:
  • Findings informed decisions to move forward with additional research surrounding devices evaluated as most appealing.

Website Registrar Awareness

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Objectives:
  • Understand registrar awareness/competitive landscape.
  • Determine which expanded services would be of interest to the target audience.
Methodology:
  • Qualitative IDIs among IT and Small Business decision makers for domain registrar purchases.
Result:
  • Uncovered a competitor that wasn’t on the company’s radar and helped to eliminate partnership options that were of little interest to the target.

Environmental Messaging Study

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Objectives:
  • Determine which of several “green” messages resonates best with target audiences.
Methodology:
  • Qualitative IDIs among specific target segments based on their engagement with environmentally-conscious behaviors.
Result:
  • Informed decision about which messages did not resonate and how others should be fine-tuned for further quantitative testing.