Tech makes our market research more human with Kathy Cheng

On this episode of Now that’s significant, a Market Research Podcast, host Michael Howard (head of marketing at Infotools) was joined by Kathy Cheng, founder and CEO of Nexxt Intelligence, the Toronto-based research technology company behind Inca, conversational AI purpose-built for market research. Kathy is an entrepreneur with 20+ years of experience in the market research industry.  Kathy's significant statement for the show revolved around how technology can make market research more human. One of the key ways Kathy saw this happening was through the use of conversational AI, being able to probe further into respondant's views or positions on certain subjects - which Kathy described as active listening. Probing for greater clarity wasn't the only positive outcome though, AI can also help to increase engagement and completes as well, plus, it can help avoid the painful coding process through advanced tech analytics. Ultimately, technology is helping the fundamentals of market research to become stronger in these three ways: 1.   Human-centricity, with tech such as conversational AI we can finally put our most precious resource, research participants at the center, and create experiences that are effortless or even delightful for them, we can actually listen to voice of customer, in their language with more colours and texture at scale. 2.   Better data quality – enaged participants --> considered responses. 3.   Researchers – we are better equipped and can become better storytellers. We hope you enjoy the show.