Published: 2/011/2025
Jennifer Blake
Account Director, Dynata
Qualitative research is the bedrock of understanding consumer behavior. It’s where we uncover the “why” behind the “what.” But traditional qualitative methods like focus groups and in-depth interviews (IDIs) can be time-consuming, expensive, and difficult to scale. Scheduling, recruitment, moderation… it all adds up. And while quantitative data gives us the numbers, it often lacks the rich, nuanced context we crave. Until now. Introducing Dynata’s Quali-Quant, an AI-powered solution poised to transform how we gather qualitative insights at scale.
The Challenge: Scaling the Human Touch
Traditionally, when quantitative data reveals an interesting trend or anomaly, the next step is often qualitative follow-up. This usually means more interviews, adding weeks or even months to a project timeline. The cost and logistical hurdles can be significant, often limiting the scope of exploration. So, how do we bridge the gap between the “what” and the “why” without breaking the bank or the calendar?
The Solution: Quali-Quant AI
Dynata’s new Quali-Quant AI offers a compelling alternative. It leverages the power of artificial intelligence to replicate natural human conversations using AI probes to uncover deeper, richer high value insights from your target audience. Think of it as having a tireless research assistant who can ask targeted follow up questions based on the respondents open end responses to uncover the “why” behind their behaviors or attitudes – all in a fraction of the time it takes to conduct traditional follow up interviews.
How Quali– Quant Works:
Quali– Quant AI uses GenAI-powered technology to analyze and ask follow up questions of respondents based on their answers to open-ended questions to uncover a deeper understanding of consumer opinions and motivations. This allows researchers to:
- Scale Qualitative Research: No more limitations on sample size due to time and resource constraints. Quali-Quant can be used on thousands of responses quickly and efficiently.
- Reduce Costs and Time: Eliminate the need for costly and time-consuming follow-up interviews. Get qualitative insights directly from your quantitative data.
- Gain Actionable Insights: Quali-Quant’s Thematic coding report provides clear and concise summaries of key themes and sentiments, making it easy to translate insights into action.
Replacing Follow-Up Interviews? Not Exactly, Transforming Them.
While Quali-Quant offers a powerful alternative to traditional qualitative follow-up, it’s not about completely replacing human interaction. Instead, it’s about strategically deploying resources. Quali-Quant excels at providing a broad, deep understanding of the “why” at scale.
- 99% of respondents engaged 5%+ longer with surveys.
- 2.8X increase in word count vs traditional open ends.
- 2.4X more likely to explain behavior leading to more actionable insights.
The Future of Qualitative Research is Here
Dynata’s Quali-Quant represents a significant leap forward in qualitative research. By leveraging the power of AI, it allows researchers to gain deeper, more actionable insights in a fraction of the time and cost of traditional methods. It’s not about replacing the human touch, but about augmenting it, allowing us to scale our understanding of the consumer and make more informed decisions.