Risks, Rewards and the Human Factor
An Experiment in Generative AI and the Art of Qual Research. Download our report produced in collaboration with our online qualitative research partner – Qualzy. Our report addresses the question of “What could Artificial Intelligence do for qualitative research?”. Its application for quantitative research is emerging, yet qualitative research benefits are less clear. Our AI experiment compared the experiences of participants interacting with questions delivered either via AI alone, AI questions finetuned by a human moderator, or direct questions from a human.
Cutting back: The CoL Crisis and the impact on Financial Services
How consumers in the UK are navigating the Cost of Living crisis and the implications for the grocery retail sector. This report shares the headlines of how rising prices are impacting different audiences (attitudinally and behaviourally), with recommendations on how a targeted approach can help retailers (and manufacturers) win and build loyalty.