Our journey integrating AI into market research: progress, challenge and opportunities

22nd Jan, 2025 • by Jessica Amelie Cesca
Our journey integrating AI into market research: progress, challenge and opportunities

Since last year, when Peas In the Pod was founded, we have witnessed the AI revolution unfold before our eyes, reshaping the way we live and work across industries. So we embarked on a journey to explore how the new technologies can be integrated into our workflows. It has been a fascinating learning curve, full of promise, a few hiccups and a lot of “let’s see how this goes" moments. Today, we would like to share some reflections on our experience so far, hoping it resonates with others in the industry who are also navigating this evolving landscape.

What have we tried so far?

 

1. Transcription and translation: promising but not perfect

One of the first areas we explored was using AI platforms to transcribe and translate recordings of interviews across diverse markets like China, Germany, Austria and UK.

Here is what we found:

AI transcription is cost-effective and time-efficient, especially when managing a large number of interviews.

Accuracy remains a challenge. Brand names, accents and medical language (e.g., molecules, disease names) often lead to errors or unclear transcripts. This means some medical conversations become tricky to follow.

English-to-English transcription works significantly better than translations across languages. For example, note-taking for internal and external calls has been a game-changer.

We are collaborating with an external expert to build an automated workflow to transcribe and translate all interview recordings. We initially thought this would be straightforward, but tailoring a tool to meet our specific needs - like cross-checking for accuracy - has proven more complex than expected. The tool is expected to be ready in the next month or two, and we are eager to see how it performs.

 

2. Content analysis: enhancing efficiency

AI-powered text-based content analysis tools have existed for a while, but we are aiming to push their utility further by incorporating them into our custom workflow. Here is what we are experimenting with:

Word counts, trend analysis and topic overviews: automating these tasks could speed up topline writing and make identifying keywords, recurring topics and language patterns much more efficient.

Finding language that resonates: tools that can help highlight how HCPs and patients communicate, providing valuable insights into tone and phrasing.

However, there is a limitation: AI tools are constrained by the number of tokens (characters or words) they can process in a single session, which means long transcripts or in-depth conversations may require manual intervention.

 

3. Building better patient profiles

In the realm of content analysis, one area where AI has truly shone is in supporting the creation of patient profiles.

AI has streamlined our process, ensuring no detail - no matter how small - is overlooked.

It helps us build richer, more encompassing profiles by synthesising everything respondents share.

We also see great potential in using AI for market and customer segmentation, making these processes far more efficient and comprehensive.

 

What's next?

 

1. Sentiment analysis

We are planning to integrate sentiment analysis into our custom tool to detect the mood and tone of conversations in text-based data.

Additionally, we are exploring the potential of applying sentiment analysis to audio and video recordings, helping us gain deeper insights into their underlying emotions.

Why is this exciting?

The idea that AI could identify tone of voice, hesitations, microexpressions or mood changes during a conversation feels groundbreaking.

Why are we cautious?

We’re unsure how accurate and reliable these tools are. Can AI truly differentiate between hesitation from uncertainty versus thoughtfulness? Will it confuse sentiments or misinterpret cultural nuances? These questions remain unanswered for now.

 

2. Social Media Listening

This is where AI really complements a classic methodology. We are exploring how social media listening with AI could integrate into our approach:

Collecting unprompted data from global audiences.

Spotting emerging trends in real time, providing a starting point for deeper qualitative investigations.

Incorporating sentiment analysis to identify mood and detect nuanced feedback.

It is faster, cost-effective, and offers a broader reach, a great way to connect with larger and more diverse audiences.

 

How do we feel overall?

 

While we are excited about the potential of AI, we are also aware that translating our vision into reality is not straightforward. There is still so much to learn, test and refine. And to be honest, it is quite overwhelming!

One important consideration we are paying close attention to is data security and privacy concerns. With sensitive pharmaceutical data and patient insights involved, it is essential to ensure compliance with data protection regulations such as GDPR. Choosing platforms that prioritise encryption and secure storage is non-negotiable for us, and we are committed to maintaining the confidentiality of all data throughout our AI integration process.

But here is what we know for sure:

AI is not replacing human researchers anytime soon, but it is proving to be a valuable partner in streamlining processes and augmenting insights.

The key is staying curious, experimenting and learning what works (and what does not) for our field.

If you are also navigating the integration of AI into market research, we would love to hear your thoughts and experiences! What has worked for you? Where are you seeing challenges?

 

Peas In the Pod is a global insights, strategy and communication agency specialized in the life science business. Our mission is to contribute to the creation of a world where the patient, the prescriber and the pharma organization - the Peas - are in perfect alignment, listening to each other, thus fostering understanding and collaboration.

*Connecting the dots between the patient, the prescriber and the pharma industry*

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Corporate name: PIP HEALTHCARE, S.L.
Registered address: World Trade Center - Muelle de Barcelona Edificio Sur, 2ª Planta, 08039, Barcelona
Tax identification number (NIF): B56851223
Email: [email protected]
Website: www.peasinthepod.com
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The provider is exempt from any liability arising from the information published on our website, provided that this information has been manipulated or entered by a third party.
This website has been reviewed and tested to ensure that it functions properly. In principle, correct operation can be guaranteed 365 days a year, 24 hours a day. Nevertheless, the provider does not rule out the possibility of certain programming errors or that force majeure, natural disasters, strikes, or similar circumstances might occur and make access to the website impossible.
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Under no circumstances is the provider liable for any damages that may arise from the illegal or improper use of this website.

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On the website, you may be redirected to sponsored content, advertisements, and/or links from affiliates and/or third-party websites.
In the links provided, there is the possibility to learn about or refer to products and/or services from third parties. Given that we cannot control the content introduced by third parties, PIP HEALTHCARE, S.L. does not assume any responsibility for said content, nor does it guarantee the experience, integrity, or quality of those products. In any case, the provider declares that it will proceed to immediately remove any content that could contravene national or international legislation, morality, or public order, proceeding to the immediate removal of the redirection to those websites, informing the competent authorities about the content in question.
PIP HEALTHCARE, S.L. will have these links published until they are removed or deleted by the provider or the advertiser and will not be liable even if these ads can be indexed by search engines outside this website.
The provider is not responsible for the information and content stored, including but not limited to forums, chats, blog generators, comments, social networks, and any other means that allow third parties to publish content independently on the provider’s website. Nevertheless, in compliance with the provisions of Articles 11 and 16 of the LSSICE, the provider makes itself available to all users, authorities, and security forces, and actively collaborates in the withdrawal or, where necessary, the blocking of all content that may affect or contravene national or international law, third party rights, morality, or public order. In the event that the user considers that there may be some content that could be susceptible to this classification, please notify the website administrator immediately.
However, PIP HEALTHCARE, S.L. informs you that any contractual or non-contractual relationship that the user formalizes with these third parties, affiliates, or advertisers through the links provided by this website will be valid only and exclusively between the user and the advertiser and/or third party and that PIP HEALTHCARE, S.L. will not be liable for any damage that could be caused by the provision of services and/or contractual or non-contractual relationships made between the user and the advertisers or third parties contacted through this portal since the provider only acts as an intermediary or advertising medium.

6. PERSONAL DATA PROTECTION
The provider is deeply committed to complying with the personal data protection regulations and guarantees full compliance with the obligations set forth as well as the implementation of the security measures outlined in the European General Data Protection Regulation and the Spanish data protection regulations. For more information, see our Privacy Policy.

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Regardless of the purpose for which it is intended, the total or partial reproduction, use, distribution, and public communication require prior written authorization by the provider. Any use not previously authorized by the provider will be considered a serious breach of the intellectual or industrial property rights of the author.
The designs, logos, text, and/or graphics that are unconnected to the provider and that may appear on the website belong to their respective owners, who are themselves responsible for any possible controversy that may arise with respect to them. In any case, the provider has their express prior authorization.
The provider recognizes, on behalf of its owners, the corresponding industrial and intellectual property rights, not implying the mention or appearance on the website, the existence of rights or responsibility of the providers for the same, nor the endorsement, sponsorship, or recommendation by the same.
To make any kind of observation regarding possible breaches of intellectual or industrial property rights as well as on any of the content on the website, you can do so through the email listed above.

8. APPLICABLE LAW AND JURISDICTION
For the resolution of disputes or issues related to this website or the activities carried out therein, Spanish legislation will be applied. All parties will expressly submit themselves to the Courts and Tribunals of Barcelona for the resolution of all disputes arising out of or relating to its use.

How to contact us

If you have any questions about Peas in the Pod’s Privacy Policy, the data we hold on you or you would like to exercise one of your data protection rights, please contact us.
Email us at: [email protected]
Write to us at: PIP Healthcare SL World Trade Centre Muelle de Barcelona Edificio Sur, 2ª planta 08039 Barcelona (Spain)
Call us on: +34 93 344 32 00

Privacy Policy

INTRODUCTION
Your privacy is important to us, so through this document, we will explain what data we collect from our users, how we use it, and why, among other guidelines.
For your information, we will never ask for more details than we will actually need for the services required; we will never share it with third parties, except by legal obligation or with your previous authorization; and we will never use your data for any purpose not previously specified.
As users, you should read this Privacy Policy carefully, on a regular basis, and every time you enter your personal data because this document may have been modified. The provider can change any type of information that may appear on the website to comply with regulations or to update the policy without the obligation to give prior notice or inform users of said obligations, with publication on the website of the provider being sufficient.

DATA CONTROLLER
Identity: PIP HEALTHCARE, S.L. (also, the provider)
Tax identification number (NIF): B56851223
Registered address: World Trade Center - Muelle de Barcelona Edificio Sur, 2ª Planta, 08039, Barcelona
Email: [email protected]

PIP HEALTHCARE, S.L., as the owner of the website, in accordance with Regulation (EU) 2016/679 of 27 April 2016 (GDPR) on the protection of individuals with regard to the processing of personal data and on the free movement of such data and other existing regulations on the protection of personal data and by Law 34/2002, of 11 July, on Information Society Services and Electronic Commerce (LSSICE), informs you that it has implemented the necessary security measures, both technical and organizational, to ensure and protect the confidentiality, integrity, and availability of the data entered.

DATA COLLECTION METHODS, DATA THAT WE COLLECT and PURPOSE OF DATA PROCESSING:

The data we collect and the methods we use to obtain it are as follows:
1. To carry out the commercial, administrative, fiscal, and accounting procedures that are required under current legislation.
• Required data: name, surname, phone number, location, ID, email, signature.
• Purpose: to carry out the internal commercial, administrative, fiscal documentation.
• Legitimization: consent of the data subject.
2. To manage recruitment processes
• Required data: name, surname, email, CV, and any other information the User voluntarily shares.
• Purpose: to carry out the management of selection processes.
• Legitimization: consent of the data subject and contractual relationship.
3. Conduct research interviews or online questionnaires.
• Required data: name, phone number, professional information, voice, image, any information the participant voluntarily shares during the interviews or in the questionnaires (e.g.: age, gender, location, health data, etc.).
• Purpose: to conduct research (interviews and/or questionnaires).
• Legitimization: consent of the data subject.

The photographs that are posted on the website are the property of PIP HEALTHCARE, S.L.
You can withdraw your consent at any time by sending a letter with the subject “Unsubscribe” to the aforementioned email.
According to the LSSICE, PIP HEALTHCARE, S.L. does not engage in spamming and, therefore, does not send commercial emails that have not been previously requested or authorized by the user. Accordingly, in all the communications you will receive from the provider, the user has the possibility to withdraw their express consent to receive our communications.
We will not process your personal data for any purpose other than those described except for legal obligation or judicial requirement.
You will not be the subject of decisions based on automated processing.

DATA RETENTION PERIOD
Your data will be retained for the duration of your commercial relationship with us or until you exercise your right to the cancellation, withdrawal, or limitation of processing. However, we will retain your data for the time required by law in accordance with the applicable provisions.

RECIPIENTS OF DISCLOSURES AND TRANSFERS
PIP HEALTHCARE, S.L. will only provide information to law enforcement agencies under a court order or legal obligation, without prejudice to the ability to block or cancel your account if there are any indications that the user has committed any crime. The information provided will only be available to the provider at that time.
The information that you provide us through this website will be hosted on the PIP HEALTHCARE, S.L. servers, contracted from the company that provides the web hosting service. The processing of the data of the entity is regulated by a data processor contract between the provider and this company.
In addition, the provider uses certain tools to provide the services necessary for the development of its activity, which are able to store your data. These tools are as follows:
Google Analytics: to perform analysis and take measurements of the use that users make of the website through cookies. The information generated and collected by these cookies on use (including IP addresses) will be directly transmitted and archived by Google Inc., a Delaware company located at 1600 Amphitheatre Parkway, Mountain View (California), CA 94043, USA (“Google”), on their servers in the United States.
Email marketing: used for mail marketing service Mailchimp, The Rocket Science Group Llc., located in the U.S., and subscribed to the Data Privacy Framework EU – U.S.
Software used to transcribe the interviews: Otter.ai, Inc. located in the U.S. and subscribed to the Data Privacy Framework EU – U.S.; and Sonix, Inc., located in the U.S., which relies on standard contractual clauses.
Software used to conduct online meetings: Zoom Voice Communications, Inc., located in the U.S., and subscribed to the Data Privacy Framework EU – U.S.
THE RIGHTS OF THE INTERESTED PARTIES
As a user/interested party, you can request to exercise the following rights before PIP HEALTHCARE, S.L. by sending a letter to the postal address in the header or by sending an email to [email protected], with the subject, “DATA PROTECTION: RIGHTS OF THE AFFECTED”.

Rights
• Right of access: allows the interested party to know and obtain information about their personal data subject to processing.
• Right to rectification: allows the interested party to correct errors and modify data that is inaccurate or incomplete.
• Right to erasure/to be forgotten: allows inadequate or excessive data to be deleted.
• Right to object: the right of the interested party to not have their data processed or to stop the processing of the same.
• Right to restrict processing: involves the flagging of stored personal data in order to limit any future processing, for the exercise or defense of claims.
• Right to data portability: involves the disclosure of the data undergoing processing to the interested party, so that they can transfer it to another controller without any impediments.
• Right not to be subject to a decision based solely on automated processing, including profiling: the right not to be subject to any decision that is solely based on automated processing that effects or will significantly affect the interested party.
As a user, you have the right to withdraw the consent given at any time. The withdrawal of consent shall not affect the legality of the processing performed prior to your consent being revoked.
You also have the right to lodge a complaint with the supervisory authority if you believe that your rights in relation to the protection of your data may have been infringed (aepd.es).

ADDITIONAL INFORMATION
SECURITY MEASURES
The data you provide to us will be treated confidentially. The provider has adopted all the technical and organisational measures and all the levels of protection necessary to ensure the secure processing of data and to prevent its alteration, loss, theft, and unauthorised processing or access, in line with the current state of technology and the nature of the data stored. Likewise, it guarantees that the processing and registration in files, programs, systems, equipment, premises, and centres comply with the requirements and conditions of integrity and security established in the current regulations.

LANGUAGE
The applicable language for this Privacy Policy is Spanish. Consequently, in the event of any contradiction between the versions provided in other languages, the Spanish version will prevail.

SOCIAL NETWORKS
PIP HEALTHCARE, S.L. can have a presence on social media. The data processing carried out on people who become followers (and/or perform any linking or connecting action through social networks) of the official pages for PIP HEALTHCARE, S.L. on social networks will be governed by this section as well as by the conditions of use, privacy policies, and access regulations of the social network that is appropriate in each case and previously accepted by the user.
PIP HEALTHCARE, S.L. will process your data for the purpose of correctly managing its presence on the social network, informing you of activities, products, or services from the provider as well as for any other purpose that the regulations of the social network allow.
It is forbidden to publish any content:
- That is presumed to be illegal under national, community, or international law or that engages in activities that are presumed to be illegal or that contravene the principles of good faith.
- That violates the fundamental rights of individuals, does not show courtesy on the network, upsets or can generate negative opinions in our users or third parties and, in general, any content that PIP HEALTHCARE, S.L. considers inappropriate.
- And, in general, that contravenes the principles of legality, honesty, responsibility, protection of human dignity, protection of minors, protection of public order, privacy protection, the protection of the consumer, intellectual, and industrial property rights.
Likewise, PIP HEALTHCARE, S.L. reserves the right to remove any content that is considered inappropriate without previous notice from the website or the corporate social network.
In any case, if you submit personal information through the social network, PIP HEALTHCARE, S.L. will be exempt from any liability in relation to the security measures applicable to this platform and to the user. If you want to know what these are, you should consult the specific terms of the network in question.

CHANGES TO THIS PRIVACY POLICY
PIP HEALTHCARE, S.L. reserves the right to modify this policy to adapt it to new legislation or jurisprudence.

REVOCABILITY
The consent given, both for the processing and for the transfer of the data of the interested parties, can be withdrawn at any time by communicating with PIP HEALTHCARE, S.L. according to the terms established in this policy for the exercising of rights. This revocation shall in no case be retroactive.

LEGISLATION
In general, the relations between PIP HEALTHCARE, S.L. with the users of its telematic services, present on this website, are subject to the Spanish legislation and jurisdiction. The parties will expressly submit themselves to the Courts and Tribunals of Barcelona for the resolution of all disputes arising out of or relating to its use.