AI-Powered Insights: How to Maximize the Impact of Open-End Responses

Did you know that approximately 13% of responses to open-ended questions contain qualitative aspects that are often ignored in market research analysis? 

That's a lot of valuable information left undiscovered. 

Insights professionals often face the challenge of having to choose between quantitative and qualitative research methods, which can result in critical insights being missed. Traditional open-ended surveys are known to generate lengthy and detailed responses from a small percentage of respondents that are often ignored during standard analysis. Fortunately, there are now solutions available that enable you to merge both approaches and obtain the best of both worlds.

The market research landscape is being revolutionized by the emergence of generative AI, which seamlessly combines quantitative text analysis with qualitative insights. With the help of these groundbreaking technologies, it's now simpler to identify and extract valuable qualitative insights that may have been overlooked previously.

Join GreenBook and Pascal de Buren, Co-Founder of Caplena AG, as we walk you through how to use generative AI to extract qualitative in sights from detailed customer feedback. We will explore using quantitative text analysis to understand statistical trends — and teach you how to tap into hidden gems in your research that will inform key stakeholders at both a quantitative and qualitative level.

3 Things You’ll Learn:

• How to build more engaging reports including both quantitative results and qualitative insights too often locked in verbatim responses.
• How to gain a better understanding of the most vocal customers who invest significant effort into open-ended feedback.
• How to increase visibility of emerging topics in customer feedback that may not occur frequently enough for quantitative analysis of open ends.