Insight or Numbers? Detail or Big Picture?

The problem has just gone away...

Professor Hugh Gaggiotti, ethnographer and avid researcher, recently said to me while we were discussing research, that structured questionnaires (used in quantitative research) only provide 'answers'. Just 'answers', not the truth. What he meant here was that without really listening to respondents, we harvest dry data that cannot get to the heart of an issue and provide the insights we are really looking for.

It is an issue I have dealt with since the beginning of my career in marketing research. There is no doubt that good qualitative research provides genuine insight but sometimes business decision-makers need reassurance, and for some, as much certainty as research can provide. With qualitative research this has always been problematic. For big decisions, clients will demand a degree of certainty that qualitative research can't deliver. Behavioural data can only tell you so much and is a rear-view mirror. The response of the market research industry is often 'do both'. In my experience, many clients are unwilling to invest in both, compounded with the added complexities and time-scales involved.

THIS IS WHERE AI STEPS IN... Or to be more precise, where Soothful steps in. With Simon Fletcher, I have been developing and now launched a totally new research platform that: - Delivers qualitative insight and quantitative reassurance simultaneously - Reduces the delivery time of results dramatically - Makes research scalable at no extra cost - Liberates more time for thinking, creating, evolving, crafting, persuading.

Try it for yourself with our demo and contact me directly if you would like to trial it.