Clients don’t want a methods debate. They want business answers fast, credible, and within budget. Traditional IDIs remain essential for high-stakes, sensitive work, but many briefs demand something different: scale, speed, and efficiency.
That’s where Glaut’s Agile Quantifiable Qual (AQQ) comes in. Powered by AIMIs (AI-moderated interviews), AQQ delivers hundreds of natural interviews in days instead of weeks.
| Dimension |
Traditional IDIs |
Agile Quantifiable Qual (AQQ) |
| Sample |
Small N (5–10 participants) |
Dozens → thousands across markets & languages |
| Speed |
Weeks to complete |
2–4 days fieldwork, 20× faster |
| Cost |
High (moderator time, transcription, coding) |
3× cheaper per interview |
| Depth |
Very high, sensitive, exploratory
(human intuition, flexibility, rapport) |
Good depth at scale
(+236% words, +138% unique words, +28% codes)
Not a replacement for human-moderated IDIs |
| Best For |
“Masterpiece” projects requiring nuanced, human-led interaction |
Fast-turnaround briefs needing hundreds of voices, when scale & speed matter most |
Compared with classic qual:
- Faster: 2-4 day fieldwork, 20× faster than IDIs
- Cheaper: 3× lower cost per interview
- Broader: Dozens to thousands of participants across markets and languages
- Still deep: +236% more words, +138% more unique words, and +28% more codes in voice vs. typed answers
AQQ with AIMI isn’t here to replace human-moderated IDIs. IDIs remain essential for sensitive, high-stakes work. AQQ is the complementary tool for briefs that demand hundreds of voices, faster turnaround, and lower cost, while still maintaining good qualitative depth.
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