3 Steps to Choosing AI Research Partners You Can Count On

At Quirks NYC, Discuss Co-Founder Jim Longo and Stan Sthanunathan, industry legend and Executive Chairman of i-Genie.AI, made it clear that AI in qual is here to stay. So how do you pick partners who can help you take advantage of AI without losing the human touch that makes qualitative research powerful? In this fifth and final “Shatter Assumptions” post, we’ll look at how to do exactly that.

“There is an avalanche of AI companies coming on the scene… almost weekly, there’s a new one out there.” Jim Longo

Step 1: Look beyond the demo

New platforms are easy to find. What’s harder is figuring out if they’ll still be around and adding value after the pilot ends. The strongest partners can explain not just where but why their AI adds value to human insights. If the answer sounds like “everywhere” without detail, that’s a red flag. 

As Jim Longo notes, “The companies that are going to be successful are those that understand where AI fits in the research process”. 

Ask:

• Where does AI truly add value? Strong partners will have clear answers about how AI supports human insight.
• Will they be here next year? Look for a track record of scaling with enterprise clients, sustainable funding, and a roadmap that balances new features with stability.
• Do they protect your human edge? Stan’s rule applies here too: outsource process, insource thinking.
• Are they serious about data ethics? Clarify ownership, storage, compliance, and contingency plans.
  

Step 2: Run projects like the stakes are high

Even the best tools can’t save a poorly run project. Keep people in the loop to:

• Probe when answers sound canned or contradictory.
• Pick up on cues the machine might miss.
• Weigh findings against business realities.

Use the time you save to challenge assumptions, test insights with stakeholders, and explore the questions AI won’t think to ask.

Step 3: Spot trouble early

Stay alert for:

• Reports that look great but say little. It’s what Stan calls “garbage at scale.”
• Over-reliance on a single metric without context.
• A partner who disappears once the contract is signed.
  

How Discuss approaches it

After a million-plus sessions in more than 150 countries, we’ve built AI and human capabilities to work side by side. Our platform supports global AI-led research for reach and speed, and live moderation when nuance matters most, both grounded in a decade-plus of proven qual expertise.

Final thought

The AI research boom isn’t slowing down. Navigating the marketplace is part procurement, part risk management, part gut check. The teams who succeed will use AI’s speed to access better, more nuanced consumer insights. Choose partners who know when to lean on AI, when to lean on human expertise, and how to bring both together for lasting impact.

We hope this blog series has helped shatter the assumption that AI will replace human conversation in qualitative research. The future belongs to teams who know how to use AI to amplify their expertise. Talk to Discuss about how our platform’s combined AI- and human-led research features can help you create an advantage your competitors can’t replicate.

Watch Jim & Stan’s full Quirks NYC talk for more on choosing AI partners that elevate your work →