The Cinderella of market research
For a long time, qualitative research has been the Cinderella of market research — not ignored, but underestimated.
Everyone acknowledged its unique strength: the ability to uncover emotions, motivations, and the deeper “why” behind consumer behavior.
And yet, in practice, qualitative often remained on the sidelines.
Too complex. Too time-consuming. Too hard to scale.
“Qualitative consumer insight was — or maybe still is — somehow the Cinderella of market research compared to quantitative research and, more recently, big data analytics.”
— Stefan Oglesby, Founder of Insightlab
The problem was never the value of qual — it was the effort required to unlock it.
Hours of transcription, analyzing, and reviewing thousands of words meant that important insights were often lost in the process.
A new way to unlock qual’s full value
That’s why data IQ launched Insight-lab
Unlike generic AI tools that require constant prompting and adjustment, Insight-lab was built for qualitative professionals — people who deal every day with interviews, focus groups, open-ended surveys, and consumer conversations.
It understands the structure and logic of qualitative work:
Upload transcripts or audio files and get them instantly transcribed and anonymized.
Summarize discussions by topic, emotion, or theme.
Extract verbatims automatically to illustrate insights.
Collaborate across teams on the same dataset — all in one workspace.
No need for complex prompts or trial and error.
Insight-lab is a dedicated assistant designed for the qualitative researchers workflow — so they can focus on insight, not on engineering prompts.
From overlooked to essential
AI isn’t replacing the art of qualitative research — it’s making its potential visible.
By removing friction and manual work, Insight-lab lets researchers and insight teams deliver what qualitative has always promised:
depth, empathy, and strategic relevance — at the speed modern business requires.
The Cinderella of market research is finally stepping into the spotlight — not because it changed, but because now we can truly see what it’s capable of.
👉 Try Insight-lab and experience how dedicated AI can turn qualitative data into fast, actionable insight.