AI at VitalPath
Artificial intelligence is transforming the way we think about, collect, analyze, and interpret customer insights. At VPI, we use AI not as a replacement for human researchers but as a wayfinder, revealing patterns and pathways that achieve the insights you need faster and smarter than ever before.
AI is a powerful tool in the research process.
Explore: With AI, we streamline critical start-up tasks like exploring target markets before stepping foot into the field, gathering need-to-know signals and sentiments, and identifying ideal participants faster, to create a smart project design.
Collect: Questions and ideas can be tested and analyzed using AI moderation, achieving qualitative insights at quantitative scale, surfacing patterns and enabling faster, smarter project iteration.
Get Results: Beyond accelerated discovery and data generation, AI tools enable massive time savings when it comes to analysis and reporting, meaning you can get the insights you need in a matter of hours, not weeks.
Bottom line, AI is amazing BUT it has limits.
Having a partner that understands the limitations of AI is critical. Hallucinations, Western bias, flattened narratives and omission of nuance, no ethical guidelines, lack of cultural and social meaning and context, data privacy and security, and the illusion of certainty are among the most significant concerns.
Worst of all, AI may see patterns, but it doesn’t understand people. AI shows ‘what’ we people do, humans understand ‘why.’ Skilled, experienced researchers parse out the “good” from the “garbage” and get the best out of AI.
Strategic Insights = Human driven, AI assisted.
At VitalPath, we’re your Researcher-in-the-Loop, bringing AI know-how and human critical thinking, problem solving, experience, and storytelling that helps you move forward confidently in your next business decision.
Our role as your insights partner when it comes to integrating AI is three-fold:
Know AI’s limits and mitigate the problems;
Interpret nuance, emotion, contradiction, and culture – i.e. understand people; and,
Tell an evidence-based, compelling story that connects insights to business goals, ensuring outputs translate into real decisions and outcomes.
Ready to gain deep understanding faster than ever before with rigor, empathy, and strategic clarity? Contact us and experience the VitalPath approach.