Anne-Marie Moir (formerly Baker) has been a specialist qualitative researcher for 20 years. She has a Bachelor of Business in Marketing and Applied Economics and began her career as an MRSA Trainee in 1993. She has been an Associate Director at Sweeney Research and a Senior Researcher at The Key Response, as well as at Frontline Research in the UK. In this time she has worked across a wide range of industries, and is particularly adept at retail, advertising research, FMCG, finance, pharmaceutical and B2B projects. Her clients have included: Dan Murphy’s, Australia Post, Aussie Farmers Direct, L&H Electrical, L’Oreal, Langton’s, BWS, Nestle and Campbel Arnott’s.
The key data input for group discussions is audio, and increasingly, video. Traditionally this is manually transcribed by a human and the transcript analysed the researcher. In online methods we have a transcrips provided, but photos and videos need to be viewed and analysed by the researcher. By running our video and photos through a custom Artificial Intelligence tool, will we learn something new or will it speed up the analysis process.