Research Services
C+R’s Approach to
AI in Market Research
Harnessing AI to Elevate Insights, Maintain Human-Centric Research, and Ensure Responsible Innovation
At C+R Research, AI is a tool, not a replacement—we use it to enhance human-led research, delivering deeper, faster, and more actionable insights while maintaining the highest standards of integrity, security, and responsibility.
AI has the power to redefine how brands engage with consumer insights, but its true value lies in its ability to augment human expertise—not replace it. That’s why our approach to AI is deliberate, ethical, and client-focused, ensuring that every AI-powered tool we develop serves real business needs and research objectives.
Our Beliefs and Principles About AI
Ensuring Ethical, Transparent, and Reliable AI-Driven Research
At C+R, we recognize the power of AI in transforming consumer insights, but we also understand the responsibility that comes with it. Our Responsible AI Principles guide every AI-powered solution we develop, ensuring that AI is used ethically, transparently, and with a clear research purpose.
- AI as an Enhancement Not a Replacement – AI is a tool to enhance insights and improve efficiency and accessibility, while preserving the depth and strategic value of critical human thinking and research expertise..
- Transparency in AI Applications – We are committed to openly communicating how AI is integrated into research and ensuring that our clients fully understand its role and limitations.
- Bias Mitigation & Data Integrity – Every AI model we use is carefully tested, validated, and monitored to prevent biases and ensure accurate representation across diverse populations.
By applying these principles, we ensure that AI works for research, not against it—delivering trustworthy, meaningful, and actionable insights.
C+R’s Suite of AI “Smart” Solutions
Harnessing AI for Smarter, More Actionable Consumer Insights
We are redefining how brands leverage AI to enhance research and data analysis. Our AI-driven Smart Solutions make insights more interactive, efficient, and actionable, allowing brands to stay ahead in a rapidly evolving market.
SmartProbe: Deeper Insights from Open-Ends
AI-Powered Conversational Surveys for Richer Qualitative Data
Traditional open-ended responses often lack depth. SmartProbe enhances qualitative research by dynamically probing respondents, uncovering more nuanced, meaningful insights through AI-driven analysis.
- Conversational Surveys – AI asks intelligent follow-ups, refining responses for greater clarity and insight.
- Real-Time Sentiment & Thematic Analysis – Identify key themes, emotional tones, and consumer motivations instantly.
- Large-Scale Open-Ended Analysis – Process and categorize qualitative responses efficiently, reducing analysis time while improving insights depth.
Best for:
✔ Agile qual-quant hybrid studies
✔ Understanding sentiment across surveys
✔ Enhancing segmentation with deeper qualitative context
SmartPilot: AI-Driven Pilot Testing for Segmentation
AI-Simulated Pre-Testing to Ensure Better Segmentation Studies
For segmentation research to succeed, statements must be designed to yield meaningful response variation. SmartPilot eliminates guesswork by simulating a pilot test survey using AI, optimizing statement effectiveness before fielding a full study.
- AI-Driven Pre-Testing – Run a simulated pilot study before launch to refine segmentation statements.
- Cost & Time Efficiency – Reduce the need for live field testing, saving budget and time.
- Enhanced Data Reliability – AI optimizes statement selection, ensuring clarity and maximizing differentiation.
Best for:
✔ Refining segmentation statements before fielding
✔ Improving data accuracy and response variation
✔ Accelerating the segmentation research process
Accelerated Analysis & Reporting
Faster, Smarter AI-Assisted Research Analysis
We’re adopting a variety of proven AI tools to help accelerate analysis & reporting. We know that rapidly providing insights is critical to maintaining competitive advantage, and we’ve embraced AI to help automate key parts of the analysis process to enable our clients to move faster than ever.
- AI-Powered Text & Data Summaries – Auto-generate high-level insights from large datasets.
- Automated Thematic & Sentiment Analysis – Quickly identify key emotional and behavioral patterns in responses.
- Enhanced Reporting Speed – Reduce turnaround time for research teams, accelerating decision-making.
Best for:
✔ Large-scale qualitative studies requiring deep analysis
✔ Market trends research and competitive analysis
✔ Organizations looking to improve reporting efficiency
SmartMod: AI-Enhanced Qualitative Research
AI-Powered Chatbot Moderation for Scalable Consumer Conversations
SmartMod modernizes qualitative research with an AI-powered chatbot moderator, capturing deep insights faster and at scale.
- AI-Powered Chatbot Moderator – Conduct engaging, automated discussions with respondents, with AI-driven probing for richer insights.
- Video Response Capabilities – Capture authentic, unfiltered qualitative feedback through video submissions.
- Seamless Integration with Quant Studies – Use SmartMod as a standalone agile qual tool or integrate it into larger segmentation, A&U, journey mapping, or P2P studies.
Best for:
✔ Fast, scalable qualitative research
✔ Interactive engagement with consumers
✔ Deeper exploration of consumer behaviors and perceptions
Smart Personas: AI-Enhanced Segmentation
Interactive AI-Driven Consumer Personas for Real-Time Insights (Watch the 2-minute explainer video below)
Smart Personas bring segmentation to life by allowing brands to interact dynamically with AI-driven consumer profiles, exploring attitudes, behaviors, and reactions in real time.
- Engage with AI Personas – Ask segment personas questions and receive instant insights on attitudes, preferences, and reactions.
- Test and Refine Marketing Strategies – Evaluate new concepts, messaging, and promotions in real time.
- Always-On Access to Segmentation Insights – Extend segmentation usability beyond reports and dashboards.
Smart Insight Dashboard
Interactive, AI-Powered Dashboards for Smarter Decision-Making
Smart Insight Dashboard transforms research data into an interactive, real-time reporting experience, allowing brands to easily explore key findings, trends, and insights.
- AI-Generated Reports & Summaries – Instantly extract high-level takeaways and actionable insights.
- Customizable Data Visualization – Tailor dashboards to specific business KPIs and reporting needs.
- Conversational Data Exploration – Interact with insights dynamically, simplifying decision-making for all stakeholders.
Best for:
✔ Faster, more accessible research insights
✔ Data-driven storytelling and presentations
✔ Brand teams looking to optimize their reporting process
Explainer Video: AI Smart Personas Platform
Watch a quick overview of how our AI Personas platform works with this bite-sized video.
Protecting Consumer Data in an
AI-Powered World
C+R’s Commitment to AI Data security and Privacy
With all of our research, we employ reliable data quality standards, with our best in class Sentinel system. And AI-driven research requires the same rigorous data security and privacy measures. We are committed to upholding the highest standards to ensure that client and respondent data remain protected at every stage.
- Industry-Leading Data Security Protocols – Our security frameworks adapt to evolving AI technologies, ensuring that every AI-driven research process follows strict compliance standards.
- Strict Data Protection & Privacy Compliance – We adhere to global data privacy regulations (such as GDPR and CCPA) and implement advanced encryption and secure storage to protect sensitive information.
- Responsible AI Implementation – Every AI application we use undergoes rigorous evaluation and risk assessment, ensuring that AI-driven insights remain ethical, secure, and free from unauthorized access.
- Guaranteed Confidentiality – We won’t ever use your data to train AI models.
By embedding data security and ethical AI use into our research practices, C+R ensures that brands can confidently integrate AI-powered insights without compromising data integrity or consumer privacy.
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