START TIME: 8:00 am US Pacific Time
Balancing AI & EI: How Emotional Intelligence Elevates Artificial Intelligence | Shelly Singh
Shelly highlights the vital role of emotional intelligence (EI) in market research, even as AI revolutionizes data analysis with its speed and pattern recognition. While AI excels at detecting trends and automating tasks, it lacks the ability to interpret human emotions, context, and social nuances. She shares real-world examples showing how human insight uncovers motivations AI can miss and presents a framework for balancing AI’s power with EI’s depth. Shelly’s key message: AI should enhance—not replace—the empathy and intuition that drive truly impactful research.
AI Assisted Moderation: Strengths, Gaps, and Applications | Karin McCutcheon
Karin shares insights from her firsthand experience implementing AI-assisted moderation in qualitative market research, exploring both the rationale behind its use and how it works in practice. She’ll examine key advantages and limitations and contrast this approach with traditional methods such as IDIs and quantitative research.
From Skepticism to Success: Navigating Client Hesitation About AI-Moderated Qualitative Research | Amy Basile
One of the biggest hurdles in adopting AI for qualitative research is client skepticism toward AI-moderated approaches. Drawing on her experience implementing Outset.ai across a range of industries, Amy shares strategies for overcoming resistance and helping stakeholders recognize the value of this emerging methodology. She’ll present insights from a comparative study on participant engagement in traditional IDIs versus AI-moderated interviews, highlighting cases where AI delivered comparable, or even superior, results. Common concerns around depth, nuance, and rapport are addressed head-on, with practical guidance for building client confidence in AI-assisted research.