Deeper, faster, better - qualitative research and AI

On-demand qualitative insights with the usual high quality and exceptional depth of understanding. That's what many of our clients need today. Our case study from the pharmaceutical industry demonstrates how we have succeeded in exceeding customer expectations.

With this goal in mind, we have restructured qualitative research. Our aim: to gain deep insights faster and achieve even more impact. Three measures that we implemented together with the customer proved to be particularly effective.

Initially, the question arose of how to make coordination processes as streamlined and efficient as possible. The solution: the Insight Community. Here, the project team and our Health Care Research Consultants work hand in hand to define the central topics in real-time. Lengthy briefings are eliminated. Guidelines and screeners are discussed only in broad strokes. Instead, our researchers are given the freedom to decide on recruitment criteria and interview focuses themselves. This direct exchange brings speed and flexibility to the process and creates room for deeper insights.

Recruiting exclusive target groups is often time consuming. For our client, speed was essential. The solution was an exclusive Insight Community.

This Insight Community was set up specifically for the client and consists of specialist physicians. In this case, we recruited psychiatrists for an initial period of twelve months. They are supported by our moderators and community managers, who ensure that participants remain motivated over the long term and actively engage in the studies.

The added value for our client is clear. With the Insight Community in place, qualitative interviews, focus groups, and chats can be conducted precisely when insights, feedback, or inspiration are needed to inform decision making.

Until now, qualitative data could only be analyzed with very significant effort. With artificial intelligence and human expertise, we have managed to make this process step significantly more efficient.

The key to success is the AI solution QUA|LYTIS. QUA|LYTIS transcribes interviews in no time and offers automated analysis functions that help researchers and clients delve even deeper into the data. This way, patterns can be identified that previously could only be uncovered with great effort. The advantage for all involved: The statements of psychiatrists can be classified and structured immediately after each interview. This allows us to specifically address key insights and set new priorities in subsequent interviews, based on complete transcripts rather than just handwritten notes.

Thanks to the new concept, our client is now able to act faster and more agile, based on high-quality research data. These advantages have quickly gained recognition. Consequently, the process has been established in numerous other business units as well.

Two factors have significantly contributed to the success of our joint solution: firstly, the comprehensive industry expertise of our institute—from our researchers to the community managers. This expertise enables us to precisely understand customer needs and flexibly respond to project requirements. Secondly, the trustworthy collaboration of all parties involved is indispensable. Only in this way can decisions be made situationally and autonomously during the short field phases.