Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT).
Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!
3. WE HAVE SEEN THE FUTURE
KEY CHALLENGES
• Engagement
• Scale
• Speed
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LET’S
CHAT
#1
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Experiment1
THE WHATSAPP
COMMUNITY
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Con side
EVALUATION
ATTITUDINAL
COMPLEXITY
Pro side
EXPLORATORY
ETHNOGRAPHIC
SINGLE MINDED
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AUTOMATED
CHAT
#2
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Experiment 2
ARTIFICIAL
INTELLIGENCE
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MEET OUR NEW COLLEGUES
Meet
THE INTERVIEWER BOT THE ETNOGRAPHIC BOT THE PROBING BOT
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FUN!
Bots are
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BOTS CAN BE TRUSTED!
TOY
HUMANOID
REAL HUMAN
ZOMBIE
FAMILIARITY
HUMAN LIKENESS
UNCANNY
VALLEY
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BOTS LEAD
TO THE SAME
CONCLUSIONS
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The
INTERVIEWER
BOT
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The
ETNOGRAPHIC
BOT
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The
PROBING
BOT
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16. WE HAVE SEEN THE FUTURE@InSites @sophievanneck @annaliezze
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1 2 3
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ANYONE WHO
SAYS THAT
ROBOTS WILL
REPLACE
HUMANS HAS
NOT MET
HUMANS
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