Kantar Public launches qualitative AI tool

The technology is a closed platform, based on generative AI, that aims to improve how researchers synthesise data in the first stage of the qualitative analysis process.

The two companies have worked together throughout the year to develop the tool. As they carried out testing, they found that the AI tool could also boost the second qual stage, where researchers interpret the data.

Kantar Public is currently piloting the tool on projects in the UK and Europe.

Lucy Joyce, client services director at Kantar Public UK, said: “What was really important to us through the development of the Smart Matrix Analyser is that the AI tool is not a replacement for human expertise. Rather, it allows us to be more focused on the interpretation and analysis of the data, while simultaneously enabling our researchers to stay connected to the raw data inputs at every stage as they develop and evaluate their insights.”

Faculty AI offers software, consulting, and services related to artificial intelligence. The company was founded in 2014 with a training programme to help academics become data scientists.

Tom Nixon, director of government at Faculty AI, said the tool could potentially “drive efficiency and cost savings” and “fundamentally improve how qualitative analysis is done in future”.

Nixon added: “We look forward to helping Kantar Public further develop the tool and get it into widespread use.”