Talking AI in Market Research

• Conversational AI and the Future of Market Insights with Tanya Berlina

  Explore the cutting edge of qualitative research in this episode of Talking AI, as host Ray Poynter welcomes Tanya Berlina, Client Success Director at Yasna AI. Tanya shares over 20 years of qualitative research expertise, discussing how AI-driven platforms are transforming the way researchers collect and analyze conversational data. Key Topics Covered Blending Traditional and AI Moderation: Discover how Tanya educates clients to synergize human expertise with AI efficiency for deeper insights. The Surge in Conversational Data Collection: Understand what's driving the rapid adoption of conversational AI in research, from stakeholder interest to the quest for efficiency. Multilingual and Global Projects: Learn how Yasna AI's platform makes it seamless to conduct research across languages and cultures, empowering teams worldwide. The Future of AI-Moderated Research: Get a glimpse into upcoming advancements, including AI’s growing capability in group moderation, multimedia analysis, and learning from previous sessions. Practical Tips for Getting Started: Tanya offers actionable advice for researchers new to conversational data collection—highlighting curiosity-driven projects and the unique benefits of global studies. About the Guest Tanya Berlina is a seasoned qualitative research professional and Client Success Director at Yasna AI. With a career spanning over two decades, she specializes in helping market research agencies worldwide embrace AI-powered methodologies. Tanya's expertise lies in blending traditional qualitative approaches with state-of-the-art AI moderation, making her a sought-after advisor in the evolving research landscape.

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• Revolutionizing Insights: Steve Phillips on AI, Automation, and the Future of Market Research

  In this engaging episode of Talking AI, host Ray Poynter sits down with Steve Phillips, Founder, Chair, and Chief Innovation Officer at Zappi, to explore how artificial intelligence and automation are transforming the world of consumer insights. Key Highlights Steve Phillips' Journey: From the early days of qualitative and quantitative research across multiple continents to founding Zappi, a company built on automating and innovating market research methodologies. The Zappi Story: Learn how Zappi shifted the paradigm from slow, expensive research to rapid, scalable, and high-quality insights, leveraging automation and AI from the outset. Client Partnerships & Innovation: Discover the importance of 'pirate' clients like Unilever, Coca-Cola, and PepsiCo, who partnered early with Zappi to co-create new approaches and how these collaborations led to the birth of ADA, PepsiCo's cutting-edge insights platform. Generative AI in Research: Steve explains how the arrival of LLMs (like GPT-3) transformed automated report writing, enabling reports with near-expert quality and real-time data synthesis. The Power of Data Assets: Insights on how automation not only accelerates research but also builds vast, actionable data assets for meta-analytics and predictive modeling. Democratizing Insights: Addressing the debate about democratization, Steve argues that structured automation empowers insight teams to focus on data architecture and strategy, amplifying their organizational impact. Looking Ahead: Predictions for the next 18-24 months, covering synthetic research, AI agents, and how insight teams are poised to lead organizations into an AI-first future. Advice for Young Researchers: Steve's advice to newcomers: embrace AI, experiment, and reimagine your role for a data-driven, AI-powered era. Whether you're a research professional, data enthusiast, or innovation leader, this episode offers a wealth of forward-thinking perspectives on the evolving landscape of insights and AI. Learn more about Zappi: https://www.zappi.io/ Connect with Ray Poynter: LinkedIn Discover more Talking AI episodes: Podcast Homepage Guests: Steve Phillips

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• Innovating Market Research with AI: Karlien Kriegler of Hello Ara on Talking AI

  In this engaging episode of Talking AI, host Ray Poynter sits down with Karlien Kriegler, co-founder of Hello Ara, for a deep dive into the evolving world of market research powered by artificial intelligence. Meet the Guest: Karlien Kriegler Karlien brings a unique blend of creativity, innovation, and research expertise to the conversation. Based in Cape Town, South Africa, she shares how her upbringing in a family that valued education and creativity shaped her pursuit of a career in market research, and how her passion for understanding people led her to co-found Hello Ara. Alongside her co-founder, David Wright, who brings international experience and a strong technical background, Karlien is driving transformation in the research industry. What You’ll Learn How Hello Ara leverages conversational AI, gaming environments, and unstructured data to deliver deeper insights for clients who are eager to move beyond traditional, scale-heavy research methods. The challenges and opportunities of innovating from South Africa, including the importance of agility, creativity, and inclusivity in diverse markets with unique infrastructural needs. The evolving role of AI: Discover how advances in AI are making research processes more affordable, creative, and impactful, empowering both researchers and participants. Future trends: Hear Karlien’s excitement for the intersection of AI, visual experiences, and the metaverse, and what these developments could mean for the future of research. Why Listen? This episode is a must-listen for anyone interested in The future of AI in market research Practical innovation in diverse markets How creative, people-first approaches are shaping research methodologies Whether you’re a research professional, AI enthusiast, or business leader, you’ll come away inspired by Karlien’s vision and the actionable insights she shares. Listen now to discover how AI is redefining the craft of research at Hello Ara, and what’s next for the industry!

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• Transforming Market Research with AI in Emerging Markets: An Interview with Dharmendra Jain of Actnable AI

  In this free episode of Talking AI, host Ray Poynter sits down with Dharmendra Jain, Founder & CEO of Actnable AI (Nairobi, Kenya), to uncover how AI-driven solutions are revolutionizing market research across emerging markets. Drawing on nearly two decades of experience spanning India and Africa in market research, operations, data, and technology, Jain explains Actnable’s all-in-one SaaS platform—featuring: Multilingual language solutions: translation in 132 languages and transcription in over 60 End-to-end qualitative research: recruitment (online/offline), FGD moderation, transcription & AI analytics Cloud-based creative testing: automated emotional expression and topic-modeling analytics Chatbot Data Insights: real-time survey data upload for early-trend visualization Conversational AI surveys: telephonic interviews in local languages, accents, and personas They discuss the excitement—and confusion—surrounding AI adoption in Africa’s mobile-first landscape, the gap between hype and practical usage, and real-world use cases from fast-tracking innovation cycles to serving low-resource languages. Jain shares actionable advice for clients and agencies under pressure to integrate AI, as well as tips for new researchers on balancing human curiosity with emerging technologies.

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• AI-Powered Qualitative Pharma Research: PJ Quinn’s Structured Protocols

  In this episode of Talking AI, host Ray Poynter sits down with Laura Quinn, president and co-founder of PJ Quinn, Inc. With over 25 years in marketing research and a background in biology and medical training, Laura has built her two-person boutique practice into a go-to qualitative partner for specialty-care pharmaceutical and healthcare clients. Laura shares her journey from AI skeptic to enthusiastic adopter: attending early AI-focused industry conferences, evaluating multiple platforms, and ultimately choosing a research-dedicated solution (CoLoop) that meets strict HIPAA and GDPR requirements. She walks through the structured protocols and prompt-engineering techniques she and her team developed—alongside key cases where AI outpaced traditional analysis—to deliver faster, richer, and more reliable insights while preserving the human touch in each interview. Whether you’re a solo practitioner or a small qualitative team, you’ll walk away with actionable best practices for vetting AI vendors, designing discussion guides with AI in mind, safeguarding data privacy, and integrating AI into every stage of a project without losing the adaptability that makes qualitative research unique. Tune in to learn how to harness AI to make your next pharma study cheaper (in time), faster, and—most importantly—better.

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