Pharma Market Research Conference EU 2018

(Wo)man vs. Machine - from Competition to Collaboration

Client budgets and timelines are shrinking while the need for quality remains the same. That trend has spurred an increase in survey automation, but can such solutions be applied to qualitative research given its human-centric nature? If so, what are the trade-offs?

Based on the results of a competition judged by Danone comparing machine analysis, human analysis and a mix of the two, we presented at the European Pharma Market Research Conference 2018 where attendees learned why automation is feasible in qualitative research, and has the potential to speed up the research process, without compromising the quality of insights.

Date and time: Friday, 12th of October 2018 at 9:25 AM
Presenter:

Janneke-van-den-Bent
Janneke van den Bent, Senior Analyst
Marcel Slavenburg
Marcel Slavenburg, Research Director

Insights from “(Wo)man vs Machine: From competition to collaboration”

Together with Danone and Voxpopme – a video insight platform – we set out to discover whether automation is even feasible, and if so, what are the benefits and drawbacks for research professionals? What is the impact on the time, cost and quality of insights? Moreover, how do clients evaluate these trade-offs? Below are what attendees will learn:

  • Practical insights for qualitative researchers for automating the process
  • Comparing machine analysis, human analysis and a mix of the two to understand if automation solutions can be applied to qualitative research given its human-centric nature
  • Exploring how automation can save costs and reduce research timelines