Being a qualitative market researcher often feels like a juggling act. Consider Sarah, a freelance market researcher tasked with conducting interviews and focus groups for a new mobile banking app. She’s working against the clock, managing a tight budget, and balancing ten other client projects, all while trying to deliver insightful, high-quality information.

In an effort to streamline her interviewing process, Sarah tries using open-ended surveys, but the responses lack the depth and nuance that come from real conversations. Feeling frustrated, she discovers a new AI-human hybrid approach: Forelight’s AI interviewer, Leo.

Step 1: Generate

Sarah begins by creating the interview questions she needs to ask. With Leo, these questions are asked directly to participants, while the AI simultaneously engages in the conversation and analyzes responses in real-time. The result? Sarah manages to conduct 80 interviews in just 72 hours, drastically speeding up her research timeline by weeks.

Step 2: Deepen

Next, Sarah holds ten focus groups to dig deeper into participants’ experiences with the mobile banking app. She listens to their challenges with navigating the app—whether it's trouble logging in, transferring money, or understanding how to manage their finances through the interface. This level of in-depth research helps Sarah uncover the specific pain points users are facing and identifies areas where the app’s design can be improved.

Step 3: Evaluate

With the interviews and focus groups complete, Sarah turns to Leo’s insights. Using Forelight AI, she can filter through the interviews and pinpoint patterns in participants’ likes, dislikes, and usage behaviors. Combining these AI-generated insights with her focus group findings, Sarah gains a comprehensive understanding of consumer attitudes toward the app. What once took weeks now takes days, without compromising the quality of her qualitative analysis.

The mix of using human expertise and AI interview analysis has provided Sarah a cost-efficient, effective way to conduct quality market research. This approach has completely transformed her process, allowing her to deliver high-quality insights faster than ever before.

If you're a freelancer like Sarah, and you're looking to elevate your qualitative research, consider using Leo. Forelight AI is currently offering a free trial for freelancers ready to take their research to the next level.