AI and the research landscape
AI is continuing to reshape the research landscape. Explore how combining human judgment with AI-powered tools enhances insight quality, speeds decision-making and unlocks deeper emotional understanding.
Keeping Researchers, Not Algorithms, at AI’s Core
AI can process more data, faster, than any researcher ever could. In this article, Voxco CEO Daniel Graff-Radford shares why faster results are not always better results, and what it takes to make AI insights trustworthy. He shares a practical playbook for responsible AI in research: when to use it, how to validate it and why researchers must remain at the center. The best insights still come from humans, with AI as the accelerator.
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Using AI to Make Insights More Human
This video case study demonstrates how companies like Colgate-Palmolive are using conversational AI (trained in behavioral science) to uncover deep emotional drivers, beliefs and motivations in ways traditional methods simply can’t. Watch now to learn:
- Why standard surveys and Likert scales miss depth behind consumer decisions – and how this gap can limit brand impact.
- How conversational, AI-powered tools – designed to uncover System 1 thinking – enable more human responses to reveal true drivers of behavior.
- How Colgate-Palmolive uncovered powerful emotional drivers, leading to a more resonant shopper insights narrative and more effective decision-making.
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How AI is Shaping Shopping by Industry
Provoke Insights explores how consumers view and use artificial intelligence when shopping. With consumer knowledge of AI rapidly increasing, they asked shoppers about their interest in AI tools, perceived helpfulness across industries and most desired features.
The 15 downloadable reports include insights into:
AI (Overall)・Alcohol・Apparel・Auto・Beauty・Finance/Economic Confidence・Fitness・Furniture・Grocery/Produce・Home Improvement・Live Events・Luxury・Restaurant・Skin Care・Travel.
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From Digital Transformation to AI Lift-Off!
Learn how insights teams can turn digital transformation into real impact by clearing “insight debt” and laying strong foundations. In this article you’ll discover how to:
- Transform insight debt into a launchpad for AI success
- Power sharper outputs with clean, consistent inputs
- Streamline and standardize to accelerate innovation
- Connect insights that compound value across your business
- Achieve more with less and propel growth to new heights
With the right inputs and processes, AI becomes a true force multiplier – unlocking speed, creativity and smarter decisions.
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How to Shape, Guide and Trust Qualitative Research with AI
Qualitative research is only valuable when teams can trust the insights they uncover. In this webinar, Insight7 shows how AI lets in-house teams guide the analysis, shape the results and evaluate calls and interviews with confidence. You’ll learn how to:
- Control AI analysis to focus on what matters most
- Ensure insights are reliable and actionable
- Spot product gaps and emerging trends
- Apply best practices to maintain research rigor
- Turn qualitative conversations into decisions you can trust
Learn more.
AI vs. Traditional Methods: Qualitative Research Compared
AI doesn't just accelerate existing tasks; it unlocks previously impossible studies. Explore:
- What stays the same and what changes?
- The big differences: speed, cost, depth and data quality
- Stage-by-stage comparison of the research workflow
- Choosing an AI partner: criteria and leading platforms
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The Researcher’s Guide to AI Simulations
Trusted insights. Faster decisions.
This updated edition shows how researchers across fashion, food and beverage, personal care, politics and B2B are using synthetic simulations to:
- De-risk product and campaign launches
- Validate messaging and claims before spend
- Add clarity during surveys and campaigns
- Extend insights after results are in
- Deliver strategic guidance with speed and confidence
Includes client-ready language to explain synthetic insights and real-world examples of how simulations save time, reduce waste and sharpen outcomes. Get your copy now.
Download the guide.
Human + AI: Transforms Product Innovation
AI unlocks powerful creativity in marketing and insights. C+R Research recently worked with a client eager to use AI to develop new snack ideas for two key retail partners. Using a newly launched AI shopper persona platform, built from a proprietary segmentation of U.S. grocery shoppers, C+R designed a multi-phase human and AI hybrid innovation process. Along the way, C+R gained valuable insights about applying AI for ideation projects. This approach allowed C+R Research to:
- Create AI personas rooted in authentic consumer data
- Drive rapid ideation at unprecedented scale
- Incorporate human validation to ensure shopper resonance