by 5 Things to Ask Your Market Research Supplier (Especially When AI is Involved)
A White Paper from Bolt Insight
The world of market research is evolving and AI is playing a bigger role than ever. It seems that every week we are seeing a new AI platform join the industry…while this shows the power capabilities of AI in market research, it also begs the question…which one should I choose?
With so many platforms and suppliers out there, how do you know you’re making the right choice?
Whether you’re a seasoned researcher or a marketing professional exploring insights for the first time, these five key questions will help you assess whether your supplier is offering the right package.
1. Does Your AI Moderator Just Collect Data or Actively Moderate?
Many AI-powered research platforms are built to automate data collection, but that’s only part of the equation.
AI-driven qualitative research should go further, actively engaging respondents in dynamic, two-way conversations.
True AI-moderation ensures that responses aren’t just captured but explored, with follow-up questions that adapt to the conversation in real-time. This approach leads to richer, more authentic insights.
Be sure to ask whether the platform’s AI is simply gathering responses or if it’s designed to probe deeper. The best AI Moderators can challenge vague answers to dig deeper, clarify responses and even detect contradictions.
2. Can Respondents Answer in Multiple Formats?
There is so much more to qualitative research than just what respondents say, it’s also about how they express themselves.
Some platforms only allow text-based responses, but richer insights often come from audio, photo or even video submissions.
With AI Agents that can speak directly to respondents and respond back in real-time, platforms can enable true voice interaction, making research feel more like a natural conversation than a survey.
Respondents may feel more comfortable speaking than typing, they might feel it quicker and easier to speak. Visual or spoken responses can also capture nuance that written words alone might miss. It gives the answer’s emotion!
Not only does this lead to stronger research outcomes, but it also improves accessibility. If respondents find it difficult to type, they can simply record their voice or engage in a real-time voice exchange with the AI Moderator.
Be sure to ask what response formats the platform supports. Can respondents interact through voice as well as text? Can they share videos describing their experiences? Can they upload images or record audio responses?
The flexibility to capture different types of input can make a big difference in the depth and authenticity of your insights.
3. How Well Does Your AI Handle Multi-Market and Multi-Language Research?
If your brand operates in multiple regions, running research across different languages and cultures is essential.
Some platforms allow international studies, but not all AI solutions are built to handle them at scale.
AI-powered translation is key to ensuring your insights truly reflect each audience, but being able to run multiple studies in different countries, in different languages, all at the same time…that is true multi-market research.
Be sure to ask whether the platform translates questions dynamically, moderates discussions in local languages and can perform this simultaneously.
4. How Quickly Can I Get Insights Without Sacrificing Depth?
Speed is one of AI’s biggest advantages in research, but fast insights shouldn’t come at the cost of quality.
Some AI platforms promise instant results, but without adaptive moderation, you might just be collecting surface-level responses.
The best AI solutions deliver speed while still offering deep, thoughtful insights that drive real decision-making.
Be sure to ask how the platform balances efficiency with depth. Does it simply generate basic summaries or does it provide qualitative insights that help uncover the “why” behind consumer behaviour?
The goal isn’t just to be fast, it’s to be fast and insightful.
5. Can AI Help Me Spot Trends Across Multiple Studies?
Research doesn’t happen in a vacuum. If your supplier only provides insights in isolation, you could be missing the bigger picture.
AI-powered Meta Analysis can bring together multiple research projects, identifying patterns across different studies to provide a more comprehensive view of market trends.
Be sure to ask whether the platform offers tools to connect insights across projects. Can it analyse past research alongside new data? Does it help you track how consumer opinions evolve over time?
AI should make it easier to see the full story, not just individual snapshots.
Depth, Speed and Efficiency
Choosing the right market research supplier is tricky. It isn’t just about ticking boxes, it’s about making sure AI is actually working for you.
The right platform should go beyond simple automation, deliver depth as well as speed and seamlessly fit into your research strategy.
Asking these five questions will help you ensure you’re getting insights that truly move the needle.
🚨 Final Call! QUAL360 NA is just 10 days away!⏳
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