Combining the Power of Human Insights and Artificial Intelligence

Written By
Sam MacDonald
  • Posted On
February 21, 2023

Since the release of OpenAI's Chat GPT in November 2022, Artificial Intelligence (AI) has become an integral part of everyday life for a growing number of users. ChatGPT surpassed 100 million users in January 2023 making it the fastest growing internet app the world has seen to date. With such wide adoption already taking place, it goes without question that AI has the potential to revolutionize every aspect of technology we use, including the tech available to market researchers.

Artificial Intelligence will revolutionize the research process, streamlining time-consuming tasks and freeing up valuable time for deeper analysis and informed decision-making. As AI technology advances, researchers will have access to powerful tools that can analyze vast amounts of data and output valuable insights at lightning speed.

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Chat GPT is powered by incredible technologies including natural language processing (NLP), machine learning (ML), natural language understanding, and deep learning.

Through the power of GPT3 and other large language models, computers can understand the meaning of text, as well as make decisions based on that understanding. This opens up exciting possibilities for us to interact with technology in a whole new way; computers can give advice and suggestions, as well as respond to commands and questions in a conversational, human-like way.

Analytical AI has been around for some time, with basic capabilities for classifying and analyzing sentiment (e.g. coding a phrase as positive, neutral, or negative), though tools using this older technology generally lacked the depth and nuance of human classification. Thanks to advancements in NLP and ML, analytical AI is now capable of more complex classification, analysis, and theme extraction. New generative AI technology is capable of generating new data that can be used to answer questions, hold conversations, and inform decisions and strategies.

All in all, it’s pretty impressive stuff, and with countless free tools already available, AI can help you with nearly any task you do daily. Notion AI even assisted me in writing this blog post!

AI in Market Research

In January, Insights Platform's Mike Stevens hosted a webinar exploring opportunities for generative AI in 10 different stages of research, offering a glimpse into what is to come in our industry and the exciting possibilities for researchers. Join us as we explore some of the key opportunities for AI in Market Research that were discussed in this recent webinar:

  • Desk research: Researchers no longer need to read multiple articles to build a contextual summary of their findings. Instead, they can simply ask ChatGPT for a summary of the research on any given topic. This not only saves time but also ensures that researchers have access to the most up-to-date information.
  • Proposal writing: Proposal writing can also be assisted by AI. Feed ChatGPT your background research and a few prompts, and it can write an entire research proposal that can be tweaked or finessed by a human researcher.
  • Hypothesis creation: AI can generate ideas for personas, segments, need states, triggers, barriers, concept ideas, and brand names. This can be particularly useful for companies that are looking to create new products or services.
  • Research Design: Research design can also benefit from AI. Researchers can use the power of generative AI to create focused and effective qualitative research questions and build more detailed study guides tailored to the target market.
  • Concept creation: Generative AI can automatically produce audio and visual concepts. Imagine joining the power of generative AI with data and insights from research participants for concept creation. Take the cover image of this blog post which was generated using as an example!
  • Analysis and summarization: AI is already being used in this area but new technology advances will take us from basic speech-to-text transcription and sentiment analysis to advanced theme extraction, automated coding, and summarization. AI can also be used to automatically generate summary reports of findings.


Leveraging AI in online research has many advantages, but there are also risks and ethical considerations to bear in mind. AI can be too confident in its predictions and give inaccurate results without citing sources. Additionally, data sets used to train an AI model may be biased, so it is essential to understand how a given model was trained.

There is also an increased risk of fraudulent responses as AI-generated responses, like those from Chat GPT, can be mistaken for real participant input. Fortunately, AI plagiarism detection tools are already being developed to mitigate this risk.

Overall, it is important to consider the potential risks associated with using AI in research while also being aware of the vast potential benefits it can provide.

Recollective AI

At Recollective, we're committed to revolutionizing online research and providing researchers and organizations with cutting-edge software and services to unlock insights and drive success. This will remain true as we expand the platform to leverage AI beyond automated video transcriptions.

We believe that as more and more AI tools and models become commercially available, the differentiator is no longer going to be if a platform has AI but rather how a platform weaves AI into the user experience.

To answer the need for AI solutions in online qualitative research, the Recollective product team is actively working on new AI-powered features that will help moderators plan, implement and monitor their studies. AI will be smartly integrated to improve response quality while also flagging inappropriate or unwanted content. Uncovering insights and supporting evidence will actually get easier with AI as more data is collected!

You can expect to see AI-powered features integrated into various areas of Recollective throughout the coming year.

What AI solution will benefit you most?

We're eager to hear your thoughts on AI and all of the incredible possibilities for the future. If there are specific ways you would like to see AI included in Recollective, don’t hesitate to share your ideas with our product team.

Sam MacDonald
Associate Product Manager
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