SKIM is honored to have received the 2018 Market Research Society (MRS) Innovation in Research Methodology Award for our paper “(Wo)man vs Machine; from competition to collaboration“. The report highlights that qualitative analysis can be dramatically sped up by the use of appropriate analytical tools, but that human intervention is still needed. Authored by Samantha Bond, she concludes “machines are not our rivals, but our allies.”
This paper highlights a study Samantha and her team conducted for Danone by leveraging artificial intelligence to deliver qualitative insights. They examined yogurt communication claims within a very tight timeframe – all without compromising the depth and quality of insights.
“This is a great examination of a simple and topical premise – can AI help with analysis and reporting? – with illuminating results.” – MRS Judges
With the help of Voxpopme, an automated video research platform, SKIM conducted a head-to-head competition between human researchers and automation technology. The SKIM team working on the SKIM Smart Qual study Samantha Bond, Marcel Slavenburg, Janneke van den Bent, Daisy Lau, Anja Greifenberg, Yasemin Ozdemir and Julia Görnandt.
This innovation has also recently won the ESOMAR’s Best Paper Award 2017/2018 and Peter Cooper Excellence Award at the ESOMAR Global Qualitative 2017.
About MRS Innovation in Research Methodology Award
MRS is the UK professional body for research, insight and analytics .MRS hosts the sector’s key awards including the MRS Awards for outstanding individuals and organisations. The Innovation in Research Methodology Award is given for a paper describing a new methodology which adds to the body of research knowledge and significantly contributes to the way research is both thought about and carried out.