Preface
It is no secret that the market research industry is under pressure to deliver sound and strategic insights within shrinking budgets and timeframes. Ten years from now efficiency is predicted to be the number one deciding factor when commissioning research. This presents a serious challenge for qualitative researchers whose traditional methods are not compatible with this need for speed. Whilst demand for qualitative research may be growing, unless we find a way to adapt our processes there is the risk of becoming irrelevant.
Confronted with this scenario, this paper investigates automation as a potential solution. Specifically, the use of...