AI is reshaping the insights world at incredible speed. But researchers remain at the heart of every good project. Discover the Human–AI partnership.
AI is powerful, but it is not human. It has no intuition, no contextual memory, and no emotional subtext.
"AI does not replace the qualitative researcher - it relies on them. AI cannot drive the enquiry - it can only respond to it. Your moderator skills are now your analytical superpower."
We’ve developed an approach where the researcher and AI work together, in the same iterative, probing, conversational style that defines qualitative enquiry.
Once you’ve added your transcripts or recordings to the platform, you start asking your "colleague" questions. The power comes from the follow-up questions—probing, challenging, and clarifying.
Collaborative AI doesn’t diminish qualitative skills, it elevates them. It lets you exhaust your data, just as a brilliant moderator exhausts a topic.
The AI’s answers are always grounded solely in the actual respondent data. No hallucinations, no ‘just trying to please you’, and nothing invented.
Collaborate with a colleague who has flawless recall of everything respondents said. Ask what subgroups meant or where tensions lie instantly.
Use AI to test assumptions, explore more hypotheses, and challenge initial interpretations to ensure every theme is robust.
Qualitative research isn’t being automated — it’s evolving. If this approach resonates with you and you'd like to try it with your own data, we’d love to hear from you.