Quadrangle is an independent insight consultancy that combines research with brand positioning, proposition development and customer experience strategy. Founded originally as a management consultancy in 1987, the business expanded into research in 2007, creating a model that combines strategic thinking with deep customer insight.
How Quadrangle uses Beings
Beings became the consultancy’s “default” AI tool across qualitative projects, helping its team to:
- Conduct deeper qualitative analysis across interviews: Beings allows Quadrangle to interrogate everything contained within interview transcripts, revealing common threads and themes across multiple conversations simultaneously.
- Strengthen qualitative insight with structured analysis: The Beings platform helps the team identify emerging frameworks and patterns in responses, enabling clearer and more structured storytelling for clients.
- Assess themes earlier on in the project process: Beings makes it much easier for the project team to have a sense of the themes and patterns emerging earlier in the fieldwork period, as well as where parts of the story may be missing to guide ongoing interview focus.
- Deliver client-ready insights faster: By surfacing evidence quickly, Beings allows Quadrangle to deliver initial insights to clients within hours, not days.
- Enable team-wide contribution to analysis: The platform acts as a “leveler”, helping different team members contribute to analysis regardless of how they process information.
Why Quadrangle adopted Beings as its AI co-partner
Quadrangle first discovered Beings through an outreach email that sparked curiosity about how AI could support qualitative research. At the time, the agency was not actively adopting AI into its workflow much beyond automated transcripts and simple interview-by-interview summaries. As Ben Skelton, CEO and Partner at Quadrangle, explains:
“When the email from Dave came through, I have to admit that I was less aware of how AI could support the qualitative process, mistakenly thinking that it was more about quantitative and structured data than qualitative and unstructured data.”
Structuring insight and strengthening analysis
One of the biggest advantages for Quadrangle is the structured analysis Beings produces early on in the research process.
“Beings gives you the ability to get a structured analysis very early on in the process. This lets you think about how the output is going to look on the page, giving ideas on how to break up the information or create a visual mnemonic of what might help bring that analysis to life.”
As a result of using Beings, Ben believes their qualitative storytelling has become clearer and more structured.
“I feel that we actually are telling more cogent, clearer arguments and directional thinking to the client than potentially we had before.”
Identifying deeper insights in qualitative data
Beyond identifying themes, Beings has also helped the team uncover more subtle psychological patterns within interviews.
Ben recalls asking the platform to overlay psychographic analysis onto a project in the investment sector.
“I was surprised by, and very enthused by, the psychographical elements that Beings was able to overlay onto some analysis I was doing.”
This analysis helped the team understand not just what people were saying, but why. By analysing entire conversations across multiple interviews, Beings could identify underlying uncertainty or hidden concerns.
“In being able to analyse the full conversation in a way that only a machine probably can… Beings was really good at just finding some of the areas where a participant may be saying they were sure about something, but where other factors like nuance or tone suggested they may not be as sure as the words on a transcript page would have suggested.”
Supporting faster client timelines
Speed has also been a major benefit for Quadrangle, helping to support projects where clients need insight almost immediately after fieldwork is completed.
“We’re doing something like 20 consumer interviews and 12 B2B interviews in the space of a week for a client and they need to know what’s coming through within a day or two after we finish the work. Beings allows us to give initial verbatim almost instantly. I’ll ask Beings to find direct quotes in the source material that bring an idea to life and a few seconds later you’ve got them” explains Ben.
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