103. How to really hear consumers in 2024
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Evolution of Qualitative Research Methods and the Role of AI in Consumer Insights
The chapter explores the evolution of qualitative research methods over time, highlighting the shift from traditional in-person focus groups to online platforms and tools. It also discusses the growing role of AI in augmenting consumer insights, emphasizing its efficiency but underscoring the importance of combining AI capabilities with human interpretation for a comprehensive understanding of consumer sentiment.
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