The State of Qualitative Research Automation

Looking to accelerate qualitative research?

Digital qualitative tools are stuck in a place where quant tools were ten years ago—seen as unreliable, or worse yet, not necessary. As technology continues to disseminate and morph industries, market research too will be faced with inevitable change. Qualitative methodologies will be more commonplace in businesses who appreciate agile research.

In this report see how and why:

  • Researchers still hold an air ambivalence toward online tools
  • Qualitative research is growing in terms of automated tools
  • Researchers see automation tools as unreliable and not as necessary

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