START TIME: 8:00 am US Pacific Time
Incorporating Generative AI Imagery in Projective Technique Reportage - Michael Tucker (8:10-8:40 am PT)
The incorporation of projective / non-rational techniques in qualitative research is often driven by a desire to tap into motivations and drivers of behavior that are below the level of consciousness and may not be accessible through standard linguistic approaches. Similarly, reporting on the results of these research findings can be challenging, requiring a way of representing respondent insights in a graphically meaningful way, where simple descriptive language may often fall short. Generative image AI can address some of these issues, by utilizing verbatim responses to help craft visualizations for use in reporting on patient journey mapping, branding, and emotional driver depictions. This presentation will illustrate how AI can elucidate and clarify findings from these kinds of studies to maximize the value of these kinds of qualitative studies.
Indeemo: Leveraging AI to Understand Omni-Channel Journeys and Experiences | Maeve Dunne (July 24; 8:40 - 8:55 am PT)
Qualit-AI-tive Analysis: How Does AI Stack Up Against Humans? - Darby Steiger, Nashay Lowe (9:00 - 9:30 am PT)
AI tools are emerging at a rapid pace in all aspects of humanity, alluring us with their capabilities and speed, and providing a vision of the future where we can have answers to anything and everything with the snap of our fingers in the form of a well-crafted prompt. How this impacts us as qualitative researchers is exciting and terrifying all at once. How can we trust that AI is generating valid and reliable answers? How can AI address the thorny issues of baked-in bias based on the language models it uses to train itself? And as much as we’d like to say the answer is no, are there any tasks that AI might actually be able to do better than us as expert qualitative researchers? SSRS, a social science research firm, has been testing a number of AI platforms and tools to explore how we might leverage AI in the analysis phase for qualitative research studies including focus groups, IDIs, and online boards. This presentation reviews our experiences with one such platform that has shown promising results for our needs. We will present our experiences testing CoLoop on a variety of studies and populations, including focus groups and IDIs with Native Americans, online bulletin boards with sports fans in 15 countries, and focus groups with people with Parkinson’s Disease. We will review our experiences with the platform, results of a comparison to human-analysis, and provide recommendations for researchers considering using AI-enabled analysis platforms.
The Great Unlearning - Dr. Susanne Friese (9:30-10:00 am PT)
In a human-centric field, AI often raises fear that as technology becomes more ‘human’, our own minds become more redundant. But if we remember that AI is not human and works very differently to our own, we can really optimize how we use it and achieve better results. We will likely never reach a time where AI replaces an expert qualitative researcher who takes the time to get in the weeds, codes by hand, and uses highly trained empathetic practices to gain deep understanding of their participants. But these new tools can unlock brand new strengths when it comes to undertaking research. And like with bespoke tailoring and ready-to-wear fashion, there is place for both in this world.
One thing is certain: the skills that make us excellent researchers and innovators are the same skills that help us to truly understand and optimize what AI is capable of. In the case of Susanne, and so many others we speak to in the field, it is an unparalleled curiosity, creativity and delight in tackling problems in new and exciting ways that contributes to our industry’s fascination and excitement around adopting with AI.
Susanne’s hopes for the future of AI are the same as ours
That we can continue to indulge our curiosity and creativity to really play with AI and discover a myriad of more ways we can connect with, and understand, human beings.
That we can use the time saved by using AI to take more time to think, strategize, refine our analysis and recommendations, and so reach a richer, more thoughtful, less wasteful world.
With this in mind, we hope to see this great unlearning and reimagining continue long into the future!
Networking Break (July 24; 10:00 - 10:15 am PT)
EzyThemes: Building on a Decade of AI Experience (July 24; 10:15-10:30 am PT)
The Future of Qualitative Research in the Age of Artificial Intelligence - Yogesh Chavda (10:30-11:00 am PT)
I will present an exploration of the qualitative research industry's future amidst the rapid evolution of Artificial Intelligence (AI) and other technologies. Drawing from a narrative that encompasses scenarios of growth, constraint, collapse, and transformation, I will dissect the intricate ways AI could shape qualitative research over the next decade. I'll delve into the potential of AI to revolutionize insight generation through advanced analytics and natural language processing, the strategic use of synthetic data to navigate privacy and ethical considerations, and the transformative role of other technologies like Augmented Reality and Virtual Reality in creating immersive research experiences. This discussion will extend to the challenges posed by regulatory constraints and public trust issues, presenting a vision for a future where ethical frameworks and technological innovation drive the qualitative research industry forward. This analysis aims to provide a roadmap for navigating the complex interplay of technology, regulation, and consumer expectations, offering innovative strategies for sustaining growth and fostering meaningful consumer connections in an increasingly digital world.