Talk to Your Data: AI Solutions for Data Analytics and Market Research

By Insight Platforms

  • article
  • Artificial Intelligence
  • AI
  • Generative AI
  • Conversational AI
  • AI Interviews
  • AI Moderation
  • Machine Learning
  • Survey Analysis
  • Qualitative Data Analysis
  • Social Media Listening/Intelligence
  • Synthetic Respondents
  • AI Agents

What are ‘Talk to Data’ AI Solutions for Research & Analytics?

‘Talk to Your Data’ solutions are AI research tools that allow users to analyse, interact with, and interpret datasets using natural language prompts and Generative AI.

Recollective AI Questions Example
Recollective AI Questions
YouScan Insights CoPilot

If you want to see how these solutions work, check out the The Analytics & Reporting Summit where you can see ‘Talk to Data’ solutions for research & analytics, along with case studies and practical examples.

What Are They Used For?

In market research and data analytics, ‘Talk to Data’ solutions are used for:

  • Rapid data exploration: they can generate quick hypotheses, summaries and answers with sources linked in the underlying data
  • In-depth analysis of surveys, qualitative research, social data and ‘big’ data sources such as CRM systems, website traffic or retail sales
  • Generating insights from large datasets: sometimes it’s easier to get help from AI to tackle large, complex or diverse data
  • Democratising access to insights: they are easier for non-experts to work with than established forms of survey, qualitative or behavioural data analytics.

How Do They Work?

When you use these ‘Talk to Data’ tools, they will feel just like using ChatGPT or any other AI Assistant. But beneath the surface, there’s a lot going on to combine different types of data, make sense of them and minimise the risk of hallucination.

  1. Data Integration: AI connects to various data sources, including surveys, customer feedback, social media, and internal databases.
  2. Natural Language Processing: When users ask a question, AI uses NLP to interpret the query, understand the intent, and generate an output.
  3. Data Analysis: AI then accesses the relevant data, performs necessary calculations, and applies analytical techniques to answer the question.
  4. Insight Generation: Using advanced algorithms, AI identifies patterns, trends, and correlations in data sets.
  5. Natural Language Response: AI formulates a response in natural language, explaining the findings and their implications.
  6. Sources and links: crucially, these tools will usually include footnotes and links to underlying data, participant quotations or social posts – to build trust and confidence in the output.

Occasionally, output can also involve visualisations – where the AI generates charts, graphs, or tables alongside the text answers.

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Examples of ‘Talk to Data’ Solutions for Research & Analytics

Talk to Qualitative Research Data

Several qualitative research and qualitative data analysis platforms have ‘talk to data’ capabilities.

Sago QualBoard Query AI

Sago QualBoards’ Query AI tool is designed to streamline qualitative analysis by giving researchers a chat interface for anlaysing data including participant-uploaded videos, in-depth interviews, focus group recordings, and verbatim responses.

The solution helps researchers get quick answers with summaries grounded in real data and sources clearly linked.

See QualBoard Query AI in action at the Analytics & Reporting Summit:

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CoLoop AI Chats

CoLoop is a Generative AI Qualitative Data Analysis platform. CoLoop’s AI Chat works like ChatGPT for research material. It helps researchers to find supporting evidence for a point, stress test hypotheses, summarise the main themes around an idea or summarise entire interviews, activities or tasks.

Recollective AI Questions

Qualitative research and communities platform Recollective provides AI Questions, where researchers can ask targeted questions of their data to get instant summaries, trends and insights. This sort of ‘dynamic dialogue’ with data helps speed up analysis compared to manually sifting through qualitative responses.

See Recollective AI in action at the Analytics & Reporting Summit:

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Voxpopme Generative AI Analysis

Video-centric qualitative research platform Voxpopme allows researchers to explore and analyse data with Azure OpenAI & ChatGPT. Users can generate real-time consumer insights from video research and create auto-generated summaries by using a conversational interface.

Voxpopme case studies with customers such as Microsoft show how this approach delivers insights at dramatically greater speeds and much lower cost.

See Voxpopme’s Generative AI Analysis in action at the Analytics & Reporting Summit:

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Talk to Survey Data:

Glimpse

Glimpse uses “Talk to Your Data” AI solutions to speed up survey analysis and enable researchers to “talk” to both individual respondents and segments within a survey dataset.

The platform turns survey data into a two-way conversation with AI personas that can simulate detailed, dynamic interactions with individual respondents or broader segments – but still backed by charts, graphs and cross-tabulations.

See Glimpse in action at the Analytics & Reporting Summit:

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Focaldata AI

Focaldata AI is an end-to-end research platform that helps to generate a detailed research plan (methodology, audience, pricing and timelines); conduct AI-moderated survey (audience recruitment, quantitative questions, open-ended discussions with dynamic follow-up questions) and allows researchers to mine the results data to generate insights through a conversational interface.

See Focaldata AI in action at the Analytics & Reporting Summit:

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Talk to Social Data

YouScan Insights Copilot

YouScan “Insights Copilot” tool makes social data analysis more intuitive with a ChatGPT interface to help unearth qualitative insights from online conversations.

The tool allows users to navigate social listening topics within the YouScan platform and receive instant answers to their queries. It simplifies social listening, enables users to respond to social data, and makes brand health tracking more accessible.

You can take YouScan Copilot for a spin with this exclusive two week free trial offer for Insight Platforms readers.

Talk to All Your Knowledge

Insights knowledge management solutions help to unify and make many different formats of data – reports, presentations, panel data, trends, internal databases – accessible to users in insights roles and across different departments.

DeepSights from Market Logic Software

DeepSights™ uses generative AI technology to provide clear, natural language answers to business questions. It can understand and analyse the content of text documents, numeric data and visual representations in charts, images or infographics.

Stravito Assistant

Stravito Assistant uses a chatbot interface for searching knowledge and includes ‘scrapbook’ features for creating ready-to-share presentation drafts.

Stravito
Stravito is a user-friendly knowledge management platform that lets you centralise your market research, find what you’re looking for in seconds, and share insights with the click of a button.
FIND OUT MORE Stravito

Talk to Analytics Data

Copilot for Microsoft Power BI

Power BI integrates Microsoft’s “Copilot” feature to make the dashboard analytics experience easier and more intuitive. Copilot uses generative AI to help with writing DAX queries, summarizing semantic models, and suggesting content for reports.

Users can pose questions in the Copilot pane to extract key insights or summaries from reports. Report authors can use Copilot to create narrative visuals that summarise entire reports or suggest report structures based on data.

Talk to Augmented (Synthetic) Data

Yabble Gen

Yabble’s “Gen” tool uses proprietary AI and LLM approaches to create augmented data sets from a wide range of inputs including in-depth interviews, survey data, product reviews and many other sources.

Gen users can then interact with these augmented datasets to ask questions, explore emerging trends or drill into specific topics to generate insights.

Talk to AI Agents

Vurvey Multi-Agent Workflow

Vurvey captures video feedback from consumers to generate “Consumer Persona Agents”: AI representations of consumer segments’ preferences and behaviours who can be queried using an AI Assistant interface.

In addition to these consumer agents, the Vurvey platform also generates a range of specialised agents, each of which is trained on expert knowledge and serves a distinct purpose — for example “Assistant Agents” that handle repetitive tasks, “Product Agents” that provide knowledge for product innovation, and “Visual Generator Agents” to help create concepts, packaging ideas of or advertising creative.

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But Don’t Just Talk to Your Data

As with any new technology, “insights chatbots” like the examples in this article have both useful applications and limitations. In many cases, established approaches – focused analysis, dashboards, data visualisation – will provide more effective support for detailed analysis.

Caplena, one of the leading providers of language analytics for market research and CX, shares real-world examples from companies like Lufthansa and DHL in this balanced assessment of the merits of ‘talk to data’ approaches vs dashboard analytics.

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‘Talk to Your Data’ solutions for research & analytics are expanding and improving all the time. They are speeding things up; making insights more accessible to non-experts; and changing the way we interact with data.

But make sure you adopt a balanced approach when working with these tools. Not all chatbots are created equal; don’t over-rely on AI solutions just because they are easier or quicker; apply ‘traditional’ analysis methods to validate, dig deeper, and surface those hidden insights.

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