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The role and importance of moderation in qualitative market research in the age of AI

26 Mar 2025

By ICG member Frank-Thomas Naether I have always been convinced that in a world that is becoming increasingly digital, qualitative market research will gain in importance. I remain convinced of this, especially in the age of AI. The new possibilities offered using AI...

The Skills And Attributes Required To Be A Great Qualitative Researcher

18 Nov 2019

By ICG member Jeremy Braune. The purpose of this article To be honest, there are already lots of articles out there that explore what it takes to be a great qualitative researcher. So why on earth do we need another one? The reason is that most of them just focus on...
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