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Synapse
April 12, 2026NIM Marketing Intelligence Review0 citationsOpen Access

Between Surveys and Depth: How AI Is Rewiring Qualitative Research

Key Points

  • The aim is to explore the role of AI in reshaping qualitative research methodologies.
  • Interview with founders of xelper about their company and its mission.
  • Discussion of AI applications in qualitative research.
  • Analysis of market research techniques influenced by AI.
  • AI enhances the efficiency of qualitative market research processes.
  • New approaches to data analysis emerge with AI integration in research.
  • Qualitative insights become more robust through AI-driven methodologies.

Abstract

Michael: To start, could you briefly introduce your company and how the idea for its founding came about?David: Paul and I founded xelper, a German-based AI company focused on qualitative market research

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Cite This Study

A 2026 study studied this question.

synapsesocial.com/papers/69db38534fe01fead37c69b3https://doi.org/10.2478/nimmir-2026-0009
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