For decades, qualitative research was defined by a single, stubborn trade-off: you could have depth, or you could have speed.

We have finally dismantled that trade-off. AI moderated interviews have redefined the category, allowing us to capture the nuance of thousands of human voices with a cost efficiency and speed that was recently unthinkable. But this breakthrough has revealed a deeper, more quiet pathology in the enterprise: The Activation Gap.

The Activation Gap is the distance between a piece of brilliant research and the person who actually makes the decision. It is the realization that most research does not fail because it lacks rigor or depth; it fails because it has nowhere to live. It arrives at the desk of a decision maker frozen in a static slide deck, a format perfectly designed to store information, but fundamentally unable to move people.

To be clear, the enterprise still requires the report. We should praise the rigor of the traditional consumer report; it is the necessary foundation of any serious research function. The fifty page deck is the essential proof for the archive, the technical audit trail that ensures the findings are valid and the methodology is sound.

But while the report provides the permission to act, it rarely provides the momentum to do so. The report lives in the repository. The narrative lives in the organization through GetWhy Stories.

Modern organizations are drowning in data but starving for shared conviction. The report is a relic of a time when insight was episodic. But in a world where consumer behavior is continuous and global, the static report freezes the truth in time. It strips away the human voice and the "why" that makes a finding credible. It turns rich qualitative understanding into a checklist.

While the industry remains obsessed with only how to capture data, making interviews faster and cheaper, GetWhy has focused on Consumption and Activation.

We recognize a fundamental gap in the current landscape: GetWhy is currently the only AI qualitative platform that has built an advanced Experience Layer on top of the research engine. We call it GetWhy Stories. This is not a cosmetic addition; it is a structural necessity. It acknowledges that while researchers consume reports, organizations consume narratives.

GetWhy Stories functions as a dynamic bridge. It moves from the Brief through to Trusted Insights, and finally into Activation. By transforming decision-ready insights into living media, cinematic showreels, podcasts, and interactive articles, we ensure that insight remains impossible to ignore. Furthermore, by enabling teams to curate these narratives into Thematic Boards, we create a persistent pulse of the consumer that evolves as the market does.

Pioneering is not just about building new technology; it is about raising the standard for what that technology can achieve. We were pioneers in AI moderated interviews in 2018 because we believed speed should not cost you rigor. Today, we are pioneering theLiving Narrative because we know that rigor, on its own, does not change a business.

This shift is powered by our complete enterprise model. We provide a best-in-class AI research platform built for scale, but we keep PhD-level researchers in the loop to ensure every study meets commercial and scientific standards. We treat deployment as a discipline rather than a delivery; through our Forward Deployment model, our dedicated success and deployment teams work side by side with enterprises to ensure this Experience Layer is not just a feature they watch, but a capability they inhabit.

The industry built an archive. We built an experience.

Don’t file the insight. Feel GetWhy Stories.