Our investigation focuses on leveraging AI to enhance efficiency and accuracy in coding verbatim responses from open-ended questions. This study, a collaborative effort between The Logit Group and Narrative Research, seeks to explore and quantify the advantages of AI in the insights industry. We evaluated four distinct coding approaches across various research projects: 1. 100% Manual Human Coding 2. AI-Generated Codes with Human Review 3. Two separate AI tools for Automated Coding 4. Fully Automated AI Coding with Human Quality Assurance The effectiveness of each method was assessed based on: • Coding speed • Quality of the code list generated • Overall output quality, focusing on the insights derived from the coded data • "Coder’s Feel" – qualitative feedback gathered from the human coders involved in the study The integration of AI into market research presents substantial opportunities for increasing both the speed and quality of data analysis. Through a series of methodological experiments, we aim to uncover how AI can best support the complex task of coding verbatim comments, optimizing the balance between human intuition and AI precision. Presentation Focus: We will delve into the methodology employed, discuss the advantages and disadvantages of each coding approach, and reveal our findings on the most effective use of AI in this context. Our real-world research will be supplemented with practical examples, offering actionable insights and recommendations for market research professionals considering the implementation of AI in their coding processes.
EVP Innovation, The Logit Group
Steve serves as the Executive VP of Innovation & Strategic Partnerships at The Logit Group, bringing with him more than 12 years of extensive market research expertise with a focus on AI development, cutting-edge technology, and API-driven tools to enhance sample feasibility and data quality. As a respected speaker at major North American market research conferences, Steve illuminates the future of tech-forward methodologies. When not pondering the tech-driven future of market research, Steve indulges his passion for exploring diverse cultures and cuisines, reflecting his global curiosity and appreciation
COO, Narrative Research
Margaret has worked as a consultant since 1999, specializing in group facilitation, in-depth interviewing, marketing and communications. Margaret has worked with a wide range of private and public sector organizations, including many federal government departments conducting groups and facilitating engagement sessions across the country and internationally. Margaret’s experience is not limited to qualitative research, however, as she has extensive experience in conducting quantitative research, such as telephone and online surveys, across a vast number of industries and topics. She has in-depth experience in the financial services, utility and consumer goods industries, among others. Her consultation experience encompasses strategic market research and change management consultation, having worked closely with numerous clients during international mergers and acquisitions and periods of significant market challenge. Margaret holds a Bachelor of Arts from Simon Fraser University, and a Master of Arts from the University of Southern California.