Analysing volumes of feedback – is AI the solution?
Core to our values at Grasshopper, is a commitment to encouraging all parts of the local community, and as many people as possible, to get involved and feedback on the consultation projects we are working on.
However, this can present a challenge on projects when particularly high volumes of feedback is received, in terms of how we ensure we are properly analysing and capturing the full extent of all the issues, ideas and comments received. This can be a time intensive process.
In addition, we need to ensure we are appropriately acknowledging and responding to community members and stakeholders in relation to specific questions being raised.
When stakeholders and individuals have taken time to provide their thoughts or enquiries, the time taken to process and create informed responses can lead to frustration and disengagement.
Currently we manage the majority of community and stakeholder feedback using an online stakeholder management platform, and every response is reviewed and manually tagged by a member of our team.
However, there is no escaping the rise of AI and the potential for using technology to speed up data analysis and processing.
Acknowledging this, we are currently exploring if and how AI may be able to enhance our approach. By employing advanced algorithms to analyse and categorise feedback, we could significantly reduce the time required to manage responses. AI can quickly identify trends, sentiments, and frequently asked questions, which could allow us to address common concerns promptly and effectively. With government research showing that around one in six UK organisations have already embraced at least one AI technology, the potential for AI in our sector is clear.1
However, the integration of AI into our stakeholder and community engagement practices is not without its challenges:
Accuracy and reliability of AI-generated responses; while AI can expedite the process, there remains a risk that some enquiries may be misinterpreted or overlooked. This necessitates a robust system of checks and balances to ensure that the information provided is both accurate and meaningful.
Balancing speed with quality is fundamental; there is a valid concern that an over-reliance on AI could hinder genuine engagement if stakeholders feel their unique voices are being reduced to mere data points.
At Grasshopper, ‘Getting people talking is what we do’. While we are not yet developing a specific framework for AI integration, we recognise the potential benefits it holds for enhancing our engagement practices. We are committed to exploring AI’s capabilities to streamline and strengthen our processes while ensuring that every voice in our communities is heard and valued.
By leveraging technology thoughtfully, we have the potential to enhance our interactions with stakeholders and communities alike, ultimately delivering greater value for our clients in all sectors, ensuring their projects are informed by timely and relevant insights.
We do not yet have the answer to if or how we will be integrating AI into our analysis of consultation feedback, but will be taking a detailed look at this over the coming months.