AI is turning things upside down. In market research, too. While companies and researchers have had to wait a relatively long time for results, especially in qualitative surveys, AI now ensures that insights are evaluated at unprecedented speed. This is accompanied by another invaluable advantage. Because the fast results mean that important trends and topics can be explored in greater depth in the survey process even during the field time. For insights that might have remained hidden without agile project management.

Open ended questions are worth their weight in gold. Only in this way can decision-makers get a picture of how the market works and what the target group really thinks. But until now, this required one thing above all: time. Especially in the evaluation of the results. A circumstance that has prevented many companies from incorporating well-founded customer surveys into important decisions. With AI, this could change fundamentally.