About Momentum Research

We specialise in AI-assisted qualitative and quantitative market research, providing insights that drive informed decision-making for businesses across various industries.

Two people are sitting at a wooden table, engaging in a discussion. A laptop is open, displaying a statistical dashboard with charts and a world map. Several smartphones and notepads are scattered on the table. The focus is on the person's hand gesturing in conversation, indicating active engagement.

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Our Expertise

John began his career in creative qualitative research at Cooper Research and Marketing (CRAM), later holding senior management positions at TNS. His PhD thesis at Imperial College, London was based on intensive interviews with unemployed professional and managers.

He has developed the use of Claude 3.7 Sonnet and Google NotebookLM specifically for the qualitative analysis and reporting process, using real data from a recent study.

Ingrid is a trained psychotherapist and counsellor who began her career in acting and Swedish translation.

She worked with John to develop the app and iBooks and has extensive experience in coding non-verbal cues, including with children as young as three years old.

Frequently Asked Questions

Q1: What types of market research does Momentum Research specialise in?

Momentum Research specialises in both qualitative and quantitative market research. They leverage artificial intelligence to enhance their capabilities in both areas, allowing for faster project completion and improved content generation.

Q2: How does Momentum Research integrate AI into its market research processes?

Momentum Research integrates AI into both qualitative and quantitative research analysis. This includes capturing non-verbal responses to gather System 1 data in qualitative research and enhancing the analysis and output of graphs, tables, and statistics in quantitative research. They utilise tools like Claude 3.7 Sonnet and Google NotebookLM to achieve these efficiencies and insights.

Q3: What are some specific benefits of using AI in qualitative research, according to Momentum Research?

According to Momentum Research, the benefits of using AI in qualitative research include the ability to conduct projects at a greater speed and with improved content. Furthermore, AI assists in analysis and output, and the technology can capture non-verbal responses, providing a deeper understanding of underlying emotions and reactions.

Q4: What are some specific benefits of using AI in quantitative research, according to Momentum Research?

In quantitative research, Momentum Research highlights that AI boosts analysis and output, specifically in the creation of graphs, tables, and statistics. This suggests AI is used to process large datasets more efficiently and present findings in a clearer and more impactful manner.

Q5: Which AI tools does Momentum Research currently utilise and recommend?

Momentum Research has evaluated various AI tools and currently highlights the use of Claude 3.7 Sonnet and Google NotebookLM. They state that these two tools cover all the requirements for both qualitative and quantitative research, suggesting they find these particularly effective for their services.

Q6: Does Momentum Research offer any training related to AI in market research?

Yes, Momentum Research offers AI training workshops. Specifically, they provide online workshops focused on using AI in both qualitative and quantitative research, aimed at helping participants discover how AI can boost their analysis and output.

Q7: Beyond standard research projects, what other services does Momentum Research provide?

In addition to ad hoc qualitative research projects involving interviews and focus groups with AI assistance and non-verbal metrics, Momentum Research offers research and training services related to AI-assisted qualitative and quantitative market research.

Q8: How does Momentum Research balance the use of AI with human expertise in their market research?

While Momentum Research heavily emphasises the power of AI, they also highlight that their approach is "AI-Guided by Human Judgement." This suggests that while AI tools are employed for efficiency and deeper insights, human expertise remains central to guiding the research process, interpreting findings, and ensuring the strategic relevance of the results.