by The Revolutionary Potential of AI in Qualitative Research
QUAL360: We are thrilled to have you as our Keynote Speaker. Without giving too much away – what is the core message of your talk and what would you like our delegates to remember?
Russell Carter: The core message of the presentation is that consumer trends in and of themselves are not enough to drive business success. Consumer trends need to be contextualised in a framework where consumer centricity meets organisational actionability. It is unlikely that one tool can achieve all consumer trend objectives, therefore researchers and insight professionals need to select the right tools to deploy, at the right time. I hope to provoke a dialogue on various approach options with attendees at the event.
QUAL360: How do you see innovation today, in the world of AI and new tech? What does innovation mean to you?
Russell Carter: I’m excited about game-changing innovation, less so about incremental – taking the big bets, companies being willing to accept short term losses for long-term outsized gains. When it comes to AI, I’m an ‘optimistic realist’ – excited about what AI delivers, while realistic about its limitations. In our field of market research, AI offers massive productivity gains that will provide us with tools to execute and ideate more efficiently and effectively.
QUAL360: How has qualitative research evolved post pandemic, in the current macroeconomic and technological environments?
Russell Carter: Clearly the pandemic has accelerated online qualitative research capabilities, which benefits clients through reduced costs, timing, and the ability to reach more respondents, in more markets, more efficiently. The platform capabilities available now are incredible, with integrated AI and tools that save huge amounts of time for analysis and reporting.
QUAL360: What motivates you to join Qual360 Summit and what are your expectations?
Russell Carter: Our industry is collaborative, supportive, diverse, and rapidly evolving. There is such a brilliant community within this industry so I am in spited to meet as many people as I can, to share and learn from their expertise and see how we can all help and support one another.
QUAL360: As an Insight leader, how do you see the future of the qual research and insights industry?
Russell Carter: It’s apparent we are right in the midst of a transition phase – and our industry is not alone! Insights and research will become increasingly important to businesses, continue to see strong growth and market expansion and be supercharged by AI within the next 5 years. Much of the menial work will be reduced allowing us to focus on the impact and actionability of the insights we deliver.
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