AI Can Transcribe Words, but Humans Capture Insight.

In focus groups, what matters most is often how something is said - not just what is said.

🔵 A nod while someone else speaks.

🔵 A shake of the head that contradicts a verbal “yes”.

🔵 Laughter that signals sarcasm, not humour.

🔵 Hands raised during rankings or voting tasks.

These moments shape meaning, and they’re often non-verbal so they’re still best understood by humans, especially where there are multiple voices and the meetings are captured generally via video.

That’s why our Focus Group Summary has been especially popular with clients lately.

Clients have said they value it because it delivers:

🔵 Clear, structured key insights

🔵 Accurate capture of respondents’ spoken words for direct quotes

🔵 Inclusion of non-verbal cues, tone, and group reactions

🔵 Proper recording of rankings and voting exercises

✅ An easy-to-read format designed for fast decision-making.

AI definitely has its place, but when insight depends on nuance, context, and group dynamics, human analysis still adds real value.

If you’re running focus groups and want outputs that reflect what actually happened in the room, we’d be happy to help.