How to avoid Ground Hog Day with video analytics

I’ve been working with a client recently to go back to some projects we’ve done over the last 12 months and re-analyse the group videos. The idea came about because they said that they wanted to conduct some research quickly to answer a question which I knew we had covered before. As is often the[…]Read more

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Insight vs A-B Test

When I first began my career as a researcher in 1993, I was mentored by another qualitative researcher Alison Fraser. I was 22 and she was ancient at 39 and introduced me to everyone as her ‘protegee’. As a part of that role, it was my job to watch, listen, carry bags, take notes, transcribe groups,[…]Read more

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Man Vs Machine. Highlights from the MRSM Conference

Earlier this week, I had the privilege of presenting a paper – AI in Qualitative Research – to the Market Research Society of Malaysia. The theme of the conference was “Man vs Machine – is it a race?” I was invited to present after winning the ESOMAR Global Award for Innovation and Technology, following the[…]Read more

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