Deeper Insight from Open-Ends: Modern AI Methods & Workshop

Learn which text analytics methods are available today and when – and when not – to use them.

Maurice Gonzenbach - Deeper Insight from Open-Ends

Pulling back the marketing curtain on AI-powered analytics:

In the first part, you will explore the range of AI-powered analysis methods currently available for open-ended data such as ad-hoc surveys, trackers, online reviews, or chat transcripts. This includes well-established approaches like manual and automated coding, as well as less widely understood technologies such as anonymisation. We will show how and where each method can be applied in market research, discuss their level of maturity, and review the tools currently available on the market.

This introduction is followed by a group discussion, where participants are invited to share practical experiences and perspectives from real projects.

In a shorter intermediate section, we will provide background on different classes of AI software (libraries, APIs, and user-facing tools), the effort required to implement or customise them, and common approaches for integrating them into existing software ecosystems. We will also discuss how to assess the quality of AI offerings and how to compare solutions in a meaningful way.

In the final part, you will see a live demonstration of the end-to-end analysis process using Caplena, a SaaS application for feedback analysis that combines AI with human oversight. After the walkthrough, participants will have the opportunity to conduct an analysis themselves using a dataset of their choice – either from an actual project or a provided sample dataset.

Who will benefit?

Senior researchers / directors: Better understand todays AI landscape, how to evaluate vendors (AKA when to call BS) and how to make results heard in organization.

Junior researchers: Get to know tools that might make your life easier.

Learning Method

Presentation, group discussion and workshop.

Course Delivery Mode

Online with breakout sessions of 3-4 persons.

Trainer Biography

Maurice Gonzenbach has a background in computer science with a focus on machine learning techniques for language and image processing, having published multiple scientific papers in these fields. Since co-founding Caplena in 2017, he has been actively involved in the market research and customer experience (CX) industry, dedicated to translating the latest AI advancements into practical tools that not only make researchers more efficient but also enhance their enjoyment of previously repetitive tasks. Under his leadership, Caplena has grown to serve over 150 customers, including major brands like IKEA, Lufthansa, and eBay.

As an expert in feedback analysis, Maurice also lectures in Master of Advanced Studies courses and frequently presents current best practices at prominent conferences such as IIEX Europe/NA, Quirks NY, and Succeet.

Testimonials

"A search for the magic formula that still needs plenty of human touch."

Pete Mullarkey - B2B International, February 2023