Scaling Qualitative Depth: A Large-Scale Validation Study Comparing AI-Moderated Interviews and Conventional Surveys in OTC Pharma Research

Thomas Kopf¹, Sarah Goto¹, Oliver Tabino², Jonathan Heinemann³, David Ranftler⁴, Paul Wesendonk⁴

¹MCM Klosterfrau Vertriebsgesellschaft mbH; ²Q Agentur für Forschung GmbH; ³horizoom-Panel – horizoom GmbH; ⁴xelper UG (haftungsbeschränkt)

Agentic AI in der Marktforschung

Jan Maciejanski

Aequitas Group, Germany

Comparing AI-Moderated, Human-Moderated, and Unmoderated Usability Testing: Insights into Quality, User Perception and Practical Implementation

Christian Pottiez¹, Martin Einhorn¹, Markus Pandrea², David Ranftler³

¹Porsche AG, Germany; ²Userlutions GmbH; ³xelper UG

BEYOND AI - How the DFB leveraged a new qualitative insights method that improves AI results.

Frank Buckler

SUPRA, Germany

From Insights to Impact: A Life-Centric, AI-Driven Approach to Modern Brand Tracking

Jörg Munkes

GIM Gesellschaft für innovative Marktforschung mbH, Germany