SKIM wins MRS Innovation in Research Methodology Award 2018

SKIM – 4 December 2018

Source SKIM Blog

SKIM is honored to have received the 2018 Market Research Society (MRS) Innovation in Research Methodology Award for our paper “(Wo)man vs Machine; from competition to collaboration“. The report highlights that qualitative analysis can be dramatically sped up by the use of appropriate analytical tools, but that human intervention is still needed. Authored by Samantha Bond, she concludes “machines are not our rivals, but our allies.”

This paper is based on a study Samantha and her team conducted for Danone by leveraging artificial intelligence to deliver qualitative insights. They provided explored and identified potential communication claims within a very tight timeframe – all without compromising the depth and quality of insights.

Reflecting the industry need for innovation in qualitative methods, this paper has also recently won the ESOMAR’s Best Paper Award 2017/2018 and Peter Cooper Excellence Award at the ESOMAR Global Qualitative 2017.

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