IN THE MEDIA
Fear of AI scams: 'Agree on a code word so that you are sure who you are calling'
MSI-ACI's AI Barometer shows growing fear among Dutch people about AI-driven scams and deepfakes.
The power of AI
From expertise van People
Sharper insights, faster results and data you can build on. We combine AI with the expertise of our researchers, so that your research becomes better and remains reliable.
Innovation you can rely on
AI is changing our profession at a rapid pace. Where many agencies wait, we consciously opt for innovation, because we believe that AI can enrich research: more depth and more meaning from your data. Innovation only counts for us if reliability remains intact. That's why we use AI with the expertise and care you've come to expect from us. The question for us is never whether something can be done with AI, but whether it really makes your research better.
André de Heer
CEO
No matter how powerful AI is, one thing always comes first: nothing is as important as data you can rely on. A keen insight is only worth something if the figures underneath are correct. And that's what our profession is all about, with or without AI.
Onze private AI-repository
Our innovation has its own home: a private AI repository. A protected environment, completely under our own management, where everything happens within our walls and nothing ends up in public AI tools.
That investment has one goal: to keep the quality of our work high, and to let AI move with what each customer needs. That is why our researchers train and check the AI themselves, and we structurally test whether the results are correct.
In this way, our services grow along with what is possible: sharper research, more depth, and always just that little bit more than yesterday. With always a person who signs for the end result.
Private AI repository, where everything comes together
Combining our research knowledge
AI in a fully shielded environment
Human control of the output
Public AI tools: no access
In-house
Formed at your request
AVG-proof
Always traceable
People make the difference
AI does the preliminary work. An experienced researcher provides the verdict.
A model sees patterns, but it doesn't know your market, doesn't understand the context and bears no responsibility. We do. That's why we always have a human looking at what the AI delivers, weighing it, and determining what it really means for your question.
Because AI takes over the routine work, all the attention of our researchers is focused on what really matters: the meaning behind the numbers, the connections you don't immediately see, and the advice on which you can make a decision.
All the hype is over:
what AI really delivers
Smart questionnaire processing
Routing, testing and checking questionnaires
Asking questions about open answers
AI keeps asking questions, just like a qualitative researcher
Analyzing large datasets
Thousands of open answers in one overview
Discovering patterns
Signals you miss with the naked eye
Visualizing data
Figures translated into clear images
Data opschonen
Noise, bots and click-throughs efficiently removed
More from your research
with AI probing
A regular survey stops at the first answer. Our AI asks questions, just like a qualitative researcher, and records why someone thinks something. This gives you deeper insights, on the scale of a survey.
Learn more about AI probing
Open-ended answers
AI arranges everything automatically in the themes that matter.
Structuring open answers
Open-ended answers tell the honest story behind the numbers. Our AI brings structure to it at lightning speed, so that those stories do not disappear into the masses.
Looking ahead
Synthetic data
We closely follow synthetic data: answers that do not come from real people, but are generated by AI based on existing research. The promise is great: faster, cheaper, and also hard-to-reach groups in the picture. But synthetic data remains a reflection of the past: new developments and shifts that have not yet been measured are not included.
That is why the question for us is not whether we will go along, but when we can validate it with certainty. Until then, we build our conclusions on data that we know is real. As soon as that changes, we are ready, in our own way: tested, monitored, and with the person who guarantees the result.
IN THE MEDIA
Dutch people see more opportunities for AI in education
A growing number of Dutch people are positive about AI in education, and see opportunities to better respond to individual learning needs.
IN THE MEDIA
Teachers increasingly positive about AI in education out of necessity
BNR discusses how teachers are gradually embracing AI in their teaching practice, driven by necessity and the growing presence of AI tools among students.
Shall we show you?
Leave your details and we will contact you as soon as possible. Briefly tell us what you want to know more about.
Thank you for your message!
We have received your request and will contact you soon.