Study: The Role of Qualitative Research in the Age of AI
February 2026 // How is artificial intelligence changing qualitative research in practice?In collaboration with Bonsai, we surveyed market researchers across the DACH region to better understand shifting expectations, emerging challenges and evolving workflows.
In the dossier “Qualitative Research in Transition: Understanding People or Generating with AI?” on marktforschung.de, we present selected findings in a dedicated article.
Explore the findings in our latest article on marktforschung.de.
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Online moderation, digital diaries, focus groups, community planning... In our webinars we introduce new tools and methods, share practical insights and offer suggestions around digital qualitative research and provide inspiration and insights for your research.Continue to topics and dates