Niels Schillewaert

AI in market research can compress timelines from weeks to days, but only if every finding still traces to a real participant.

Market research intelligence that arrives too late changes nothing. See how always-on consumer understanding gets findings to decisions in days.

Explore different methods of qualitative research, from interviews to ethnography, and learn which approach fits your business question and timeline.

Learn how multimodal research integrates voice, video, and behavioral data to deliver credible insights. Practical framework for enterprise teams.

AI is changing qualitative research at every stage, from adaptive interview design to multimodal analysis and compounding knowledge. Here's how the methodology works.

Quant surveys are great at telling you what happened. But when the stakes are high, new product, creative work, positioning, pricing, teams need the why. That’s where qualitative research shines, especially when it captures voice and video. You hear hesitation and conviction. You see body language. You catch the little contradictions that never show up in a checkbox. Historically, the trade‑off was depth versus scale: focus groups and IDIs deliver nuance, but they’re slow, expensive, and hard to analyze. That trade‑off no longer holds. With modern multimodal AI, you can run video‑based qual at scale, without losing the human story that makes qual valuable in the first place.