Bumble on how embedding AI into its qualitative research process boosted engagement
Bumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.
It’s understandable that many in the research industry are concerned about the applications of generative AI and what it could mean for the future of their work. For Bumble, though, embracing AI into its research process has brought its insights back to the top of the agenda.
The dating app’s research director Dylan Brownsword explained to the gathered audience at the Market Research Society’s Annual Conference that he found that insights were been cut out of the conversation because it couldn’t deliver results to the expected timeframe.
