Our recent webinar, ‘AI-Powered Holistic Research: Bridging Qual & Quant Insights Across the Product Lifecycle’, was led by industry experts Matt MacKinnon, VP of Product at Fuel Cycle, and Jilleun Eglin, Sr. Director of Product at Discuss. It was centered around the transformative potential of Artificial Intelligence (AI) in market research. This blog goes over some key takeaways from the session!  

Enhancing Research Capabilities with AI 

To kick off the session, Matt MacKinnon, VP of Product at Fuel Cycle, spoke about how AI is revolutionizing research capabilities. He highlighted the transformative power of AI in quantitative research methods, particularly in survey programming. He also emphasized how AI-powered tools can streamline the survey design process, making it more efficient and accessible. By automating tasks like survey creation, AI enables researchers to broaden their toolkit and focus on more strategic aspects of their work. 

Accelerating Insights through AI-Powered Tools 

Next up, Jilleun Eglin, Senior Director of Product at Discuss, underscored the significance of AI in accelerating insights, particularly in qualitative research. Jilleun emphasized the importance of context in AI models and the impact of prompt engineering on the quality of results. By leveraging AI-powered tools, researchers can enhance their qualitative analysis, extracting deeper insights from data with greater accuracy and efficiency. This discussion sheds light on how AI is not only revolutionizing quantitative research but also amplifying the capabilities of qualitative research methods. 

Navigating Adoption Challenges and Building Trust for AI in Market Research 

Acknowledging prevalent hesitations and security concerns surrounding AI adoption, both speakers emphasized the importance of building trust in AI technologies. Transparency, robust data security measures, and a culture of experimentation are critical in overcoming adoption challenges. By addressing these concerns proactively, organizations can navigate the path to AI integration with confidence and resilience. 

Envisioning the Future: AI’s Evolution in Market Research 

As the webinar concluded, both speakers collectively envisioned a future where AI seamlessly integrates into every facet of market research. From enhancing decision-making to unlocking novel insights, AI promises to redefine the research landscape. Organizations must prioritize adaptability, innovation, and data security to thrive in the AI-driven era. 

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In summary, the webinar provided a comprehensive exploration of AI’s revolutionary impact on market research. By leveraging AI-powered tools and embracing a culture of experimentation, organizations can amplify their research capabilities, drive innovation, and remain at the forefront of industry trends in the dynamic digital age. 


To gain deeper insights into the transformative potential of AI in market research and learn about the future trajectory of research methodologies, we encourage you to watch the session recording. 

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