“(Wo)man vs machine: From competition to collaboration” at the ESOMAR Global Qualitative 2017

Choosing our battles; knowing when to think and when to automate

“(Wo)man vs machine: From competition to collaboration” at the ESOMAR Global Qualitative 2017

It is a truth universally known that the market research industry is under pressure to change the way we do things; namely, to become faster and cheaper and yet at the same time, maintain quality and be more consultative.

We hear that to not do so means risking us falling victim to the boiling frog syndrome, our inability to adapt potentially resulting in a slow death. But, how do we go about achieving these tall orders?

This session at the ESOMAR Global Qualitative 2017 offered practical insights for qualitative researchers struggling to identify if, how, and when to automate.

Presenter: Samantha Bond, Research Manager

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

Given the human nature of qualitative research, is automation for us even feasible? What is the impact on the quality of our insights? How much does it really save time and money? And what is our client’s perspective on the potential trade-offs?

Our experiment therefore sets out to explore the benefits and drawbacks of the options available to us, conducting video analysis via humans, automation and a mix of the two. Delegates will walk away with practical, time saving tips and insight on how (wo)man and machine can work in harmony.