AI IN RESEARCH: WHAT DOES IT ADD?
AI is fundamentally changing the speed and scale of market research. However, technology in itself is not a goal. The real benefit arises when AI is strategically deployed to solve your specific challenge faster, more accurately, or more intelligently.
Conducting hundreds of qualitative interviews and probing deeper. Re-querying existing survey data when a new marketing question arises later. Automatically recognising sponsorship exposure across various media. Or testing a retail media creative against patterns from large-scale experimental research within 60 seconds.
AI makes such applications scalable and more readily accessible.
This also creates more scope for questions where research expertise truly matters. What explains a pattern? How strong is the evidence? What context is missing? And, crucially: what does the outcome mean for the decision at hand?
Focused on what
lies beneath.
What is the outcome based on?
A convincingly formulated AI answer says nothing about its accuracy. You want to be sure the outcome is correct. Therefore, we clarify which sources and data were used and how an outcome was reached.
What role does AI play?
AI doesn’t always have to draw conclusions itself. It can also conduct in-depth conversations, measure characteristics, recognise patterns, or make existing data accessible. Your research question determines where AI adds the most value.
What context is missing?
AI provides the patterns; our research specialists provide the interpretation. They translate the outcomes into what they specifically mean for your brand, market, organisation, and the strategic decisions to be made.
What happens to your data?
Research and customer data require careful handling. Privacy and information security are therefore considered when choosing models, applications, and working methods.
Our research specialist
is happy to assist you.
AI in practice.
BLAUWTALK.
BlauwTalk conducts AI-driven interviews that respond to what a respondent says. The tool probes deeper, seeks clarification, and adjusts questions when necessary. This adds qualitative depth to research with larger numbers of respondents.
CREATIVE IMPACT A(I)DVISOR.
AI analyses measurable characteristics of retail media creatives. The assessment is based on experimental research among 10,000 consumers and approximately 5,000 retail media cases. Within 60 seconds, you can see how a creative scores and which adjustments require attention.
A(I)DVISOR
PERSONAPANEL.
PersonaPanel makes survey data interactively queryable. Ask new open and closed questions to personas built from real survey data and compare perspectives between target groups. This ensures existing research continues to provide value when new questions arise.
SPONSWATCH.
SponsWatch uses AI and computer vision to recognise and analyse brand visibility in video, image, text, and audio. This allows you to measure exposure across different media platforms with a consistent method and see where visibility adds value and where optimisation is possible.
EACH AI APPLICATION REQUIRES A DIFFERENT BASIS.
With BlauwTalk, AI helps to probe deeper during research interviews. PersonaPanel makes real survey data queryable again. Creative Impact A(I)dvisor makes insights from experimental research directly applicable to new creatives. SponsWatch uses AI and computer vision to recognise and analyse sponsorship exposure at scale.
The technology differs because the question differs. Therefore, for each application, we look at the information underlying the outcome, the strength of the evidence, and the decision you want to make with it.
In practice.
WHERE CAN AI ADVANCE YOUR RESEARCH?
Start with the question you want to solve. Then it becomes clear where AI adds value and which combination of technology, data, and research expertise is needed for it.
