Integrating Artificial Intelligence (AI) into market research is often a dynamic process filled with evolving expectations. This is what we refer to as the ‘AI Insights Curve’, representing the trajectory from initial AI tool awareness to actual integration.
Below we’ll explore each stage of the curve and what to expect.
quantilope’s AI Insights Curve
When we refer to the AI Insights Curve, we’re talking about 5 key stages that describe the typical process of implementing an AI tool or solution – starting with optimism or apprehension and resulting in long-term integration (maturity).
Let’s explore each of these stages in more detail:
1. Apprehension:
Sometimes an AI journey begins when a team hears about an AI solution, but hesitates to adopt it due to uncertainty and unfamiliarity. This is known as the ‘Apprehension’ phase, and is the starting point for many businesses. Apprehension may stem from concerns about the AI's reliability, its ability to grasp nuances, and its potential impact on established roles and workflows. After decades of conducting market research without it, it’s understandable some teams might be reluctant to immediately embrace AI. Those starting at this stage may require more convincing through hands-on training, testimonials, and live demonstrations of an AI tool.
2. Optimism:
Contrary to the ‘Apprehension’ stage, the ‘Optimism’ stage is an alternative starting point for an AI journey. This stage characterizes those that have grand expectations for what AI can do for them, with many considering that ‘AI can do everything’. Businesses that are optimistic about AI are often innovative and agile companies who rely on automation and speed for rich insights, and who view AI as an opportunity to achieve even more.
3. Realism:
Those starting their AI journey with optimism will likely hit some technical frustrations or challenges along the way, realizing that AI can’t in fact do ‘everything’. This is what we refer to as the ‘Realism’ stage, where researchers learn the true capabilities of AI tools – including their benefits and limitations, and begin to adapt their current workflow accordingly. Sometimes this involves more complex background work like integrations with other survey tools, and other times, it’s simply learning to click a few new buttons. Conversely, if you start your AI journey with apprehension, through exposure you’ll likely start to realize that AI tools are not as daunting or confusing as you first assumed. At this point, you might even already start to see some of the benefits of using an AI tool in your research process.
The realizations at this stage of the AI Insights Curve (enlightenment or frustrations) will heavily depend on the AI tool/solution you choose to explore. If you can get through this stage, know that the rewards of an AI solution will almost always outweigh the hurdles.
4. Adoption
This is the stage of the AI Insights Curve where you’ll actually move forward with the adoption of an AI tool or solution. You’ll clearly identify how AI will align with business objectives and support future business growth. During the ‘Adoption’ stage, researchers will begin integrating AI into their existing workflows to streamline day-to-day tasks. This is the stage to prove to stakeholders and other initially-hesitant team members that AI doesn’t replace the need for researchers, but rather allows them to work faster, more efficiently, and deliver more strategic insights.
5. Maturity
After adoption, new AI users will enter the ‘Maturity’ stage where AI becomes seamlessly integrated into their everyday workflows and a central part of the way they work. We consider this the ‘Maturity’ stage because with time, comes routine and normalcy. As you work with your AI tool/solution, it will become second-nature and a part of your job you couldn’t imagine without. Think of your AI tool as your collaborative research partner, allowing you to accomplish tasks in a quicker time period so you have more time for strategic, innovative thinking to propel your business forward.
quinn: Your Guide Through the AI Insights Curve
quantilope's Consumer Intelligence Platform has always been rooted in fast, automated, advanced insights for hands-on researchers. With the release of quantilope’s integrated AI co-pilot, quinn, quantilope users are even better positioned to get more done in less time. quinn adds speed and rigor to quantilope’s insights process, offering guidance and answers to specific questions. quinn can even help execute tasks throughout the insights journey, whether users are seasoned AI gurus or hesitant AI adopters.
quinn is an extension of your research team, available at any stage of the AI Insights Curve to:
- Overcome ‘Apprehension’: Most apprehension toward AI tools stems from not knowing how it will fit into current workflows or not being able to fully trust the AI outputs. quinn was built specifically for researchers, by researchers. More specifically, quinn's AI is designed for the research process, grounded in scientific principles that combine validated models and algorithms with extensive research expertise and quality validation checks. Through this design, quinn is able to emulate the cognitive insights process, ensuring researchers maintain full control while still collaborating with AI.
Not only is quinn grounded on scientific principles, quinn is also incredibly easy to learn and use, even as a first time AI-user. quinn's intuitive interface makes AI-driven insights accessible to researchers of all experience levels. Users will find ‘Hey quinn’ buttons throughout the platform, or, they can opt to chat directly with quinn for their custom questions through a pop-up chat window, making AI feel approachable and more like a ‘human’ team member. - Fuel ‘Optimism’: quinn automates tedious and manual tasks like designing online questionnaires, creating charts, and summarizing key takeaways. Knowing quinn can handle these traditionally-time-consuming tasks, optimistic researchers quickly see the potential quinn can have on their business. As quinn handles more of these types of tasks, researchers are freed up to focus their time on strategic initiatives.
- Navigate ‘Realism’: Thanks to a foundation in natural language processing, researchers can communicate directly with quinn to best understand how they can use the tool and get the most out of AI for their research needs. For example, quinn will tell you how to integrate advanced methods into your survey, how they work, and where to find additional resources, fostering a sense of trust and confidence. With quinn, it will become quite clear what you can achieve using simple prompts to drive efficiencies in your research process. quinn is always evolving and learning new ways of assisting quantilope users throughout the insights journey.
- Drive ‘Adoption’: Unlike many other AI tools on the market, quinn was designed specifically for advanced market research. Once users experience how quinn dramatically streamlines both tedious and complex research tasks, it will be hard to go back to the way they used to work (i.e. quinn’s ability to generate entire report dashboards in moments compared to the traditionally-manual process of updating data points on slide reports). With the adoption of quinn, researchers will be able to prove to stakeholders that AI helps accelerate their business goals by quickly capturing and interpreting complex insights.
- Achieve ‘Maturity’: With quinn as an AI co-pilot to augment their expertise, researchers can spend more of their valuable time focusing on business initiatives and insights interpretation. They’ll lean on quinn throughout the entire end-to-end research journey as a head start on their daily tasks (from drafting surveys to creating final reports) so that they naturally become better strategic partners for their organization. Over time, quinn will become seamlessly integrated as ‘part of the team’, empowering researchers to run more advanced research, faster.
Just how fast? According to quantilope’s research team, tasks that used to take over 3 hours can now be done in just 30 minutes with quinn: a 6x efficiency improvement. And this is just the start! quinn will continue to expand its capabilities to remain at the forefront of AI innovation.
A day in the life with quinn:
To contextualize the impact quinn has for market research teams, consider the below example of a business experiencing the AI Insights Curve.
A research team is considering leveraging quinn for their market research study. They’ve never used advanced methods and are hoping quinn can help guide them through the process, but are a bit unsure exactly how quinn will help (apprehension). They use quinn’s pop-up chat window to ask about a MaxDiff and how they might leverage it in their study.
The team learns about MaxDiff and, impressed with the support quinn provides, decides to go forward with the advanced method in their study. However, they're still feeling confused about how to actually choose the list of items to incorporate into the MaxDiff (navigating realism). They ask quinn for additional help on these inputs to quickly drop into their quantilope platform study. Once they begin gathering data, they monitor real-time results and click the ‘Hey quinn’ buttons located throughout platform to instantly generate charts, headlines, and key takeaways rather than manually analyzing the data themselves (adoption).They even lean on quinn to translate the charts into another language for a certain key stakeholder. Because they were able to generate final insights so quickly and act on decisions faster, quinn becomes an integral part of their future research projects (maturity).
The example above is just one of many scenarios quinn can help with to guide apprehensive or optimistic researchers through the AI Insights Curve. By understanding the stages of the AI journey and leveraging powerful tools like quantilope's quinn, researchers can navigate the challenges and reap the rewards of AI-powered insights.
Use the form below to learn more about how quinn can help you navigate the AI Insights Curve for richer, faster consumer insights.
