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AI Days

Total Credits: 9

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Analysis & Reporting |  Business Practices |  Communication |  Moderating/Facilitation |  Project Management |  Research Design
Yogesh Chavda |  Susanne Friese |  Florian Groth |  Alok Jain |  Isabelle Landreville |  Nashay Lowe |  Andre Sanabia Johnston |  Darby Steiger |  Michael Tucker |  Bronwen Ward
3 hours per day

Schedule at a glance



July 22, 23, & 24, 2024 | 10:00am - 1:00 pm CDT

During our upcoming online event (spread over 3 half days), QRCA is going to tackle this new world of artificial intelligence head-on.  The goal of this virtual conference is to simplify the Wild West of AI offerings and curate what’s currently ‘Best in Class’, making it easier for those who work in qualitative research to get started using AI in their own work.

Sessions will offer a roadmap for AI use, from dynamic presentations to delivering impactful reports and everything in between. With the help of knowledgeable peers, as well as supportive vendor partners, this first of its kind event can help solve the mysteries of this new timesaving set of tools.

This qualitative-specific online conference is set for July 22, 23 and 24.

July 22
Day 1: Introduction to AI in Qual
This day will be focused on introducing AI to qualitative researchers and how it might be applied in the proposal and pre-field planning stages.
July 23
Day 2: Utilizing AI in the Field
This day will be focused on applying AI during fieldwork to help inform and spark conversations with research participants.
July 24
Day 3: AI in Analysis + Future of AI in Qual
This day will be focused on harnessing AI in the analysis and interpretation phase. Closing with a discussion of the future potential of AI and Qual!

Recordings of each day will be provided to registrants only. Registration includes access to all 3 days of the event.

Registration CLOSES July 24 at 10:00 AM CT

Non-Members! Become a QRCA member by the end of July 2024 & receive $50 off your membership dues!



Thank you to our Sponsors:

Ezy themes



Yogesh Chavda's Profile

Yogesh Chavda Related Seminars and Products

Yogesh Chavda’s 25+ years as a marketing executive are highlighted by pivotal roles and impactful initiatives at organizations that dominate their field and have left a cultural impact. In addition to stints at Spotify, Pinterest, Amway, Kimberly Clark, and WS Audiology, Yogesh’s background includes a 16-year run at Procter & Gamble, where he held various senior-level positions across 6 countries.
Yogesh is the Director of the Center for Marketing Solutions at the University of South Carolina’s Darla Moore School of Business, renowned for its international business program. Besides leading the Marketing Center, he is a Lecturer on Strategic Marketing, Applications of Insights, and AI in Marketing for Seniors and MBA students.

He’s also the founder of Y2S Consulting, where he’s brought his passion for empowering and facilitating content on brands impacted by stigma.

Yogesh hosts a Podcast on LinkedIn called Next Frontier In Insights where he interviews thought leaders and innovators at the forefront of Marketing. 

Susanne Friese's Profile

Susanne Friese Related Seminars and Products

Dr Susanne Friese is an accomplished expert in qualitative methods and data analysis, with over three decades of experience in the field. Her extensive knowledge and expertise have been applied to numerous research projects, teaching engagements, and consulting engagements across the globe. She is highly regarded for her ability to explain complex concepts in a clear and concise manner, making her an excellent teacher of qualitative research methods.

She has taught courses on qualitative methods at numerous universities, research institutions, and public service organisations worldwide. With the introduction of ChatGPT, she took up an interest in the application of AI for qualitative research and data analysis. You can follow her journey of experimenting with the newest tools and contribution to the field up until now by reading her blog: 

Florian Groth's Profile

Florian Groth Related Seminars and Products

Senior Research Consultant

Point Blank

Florian is a Senior Research Consultant at Point Blank, based in Berlin. His career began during the challenging times of the first COVID-19 lockdown in 2020. Before diving into the world of qualitative market research, he studied cultural anthropology, sociology, and business administration. His academic background enriches his approach to research, combining cultural insights with a keen understanding of social dynamics and business strategies. Awarded the QRCA Global Qualitative Researchers' Award (GQR) in 2024, Florian's work is recognized not only for his innovative use of AI tools in qualitative research, a journey that began with his discovery of ChatGPT. His first tentative steps were so fascinating to him that AI has since become a cornerstone of his daily professional activities. 

Alok Jain's Profile

Alok Jain Related Seminars and Products



With nearly three decades of experience in Product Research, Alok has worked with renowned organizations such as Capital One, Centene, and the World Bank. Complementing his extensive research background, he also possesses 6 years of expertise in Machine Learning. Driven by a passion for research and design, Alok is committed to developing innovative technologies that empower researchers and enable them to deliver greater value. 

Isabelle Landreville's Profile

Isabelle Landreville Related Seminars and Products

President & Chief Insights Seeker

Sylvestre & Co

Isabelle is the proud owner of Sylvestre & Co., a North American award- winning qualitative MR firm with half a century of experience. For more than 50 years, Sylvestre & Co. has pushed the boundaries of what is possible in qual and leveraged technology to innovate in a human way, that is to augment and enrich outcomes by making participants feel safe and engaged to reveal their authentic selves. Her passion for cultural insights and for building human-scale connections has allowed her to build action- enabling consumer empathy in situ, in person and virtually, at home, in Canada, and across the globe for 20 years. Listen to her podcast, Insightful Inspiration, available on all major networks, where Isabelle chats with leaders that move the insights industry forward.

Nashay Lowe's Profile

Nashay Lowe Related Seminars and Products

Qualitative Associate Research Director


Passionate about facilitating social change, Dr. Lowe is a seasoned Qualitative Associate Research Director at SSRS with over five years of hands-on experience in social science research. Specializing in international conflict management and interdisciplinary studies, she leverages her in-depth knowledge and qualitative methodological expertise to address global social justice issues and enhance community development through evidence-based research and strategic insights. 

Andre Sanabia Johnston's Profile

Andre Sanabia Johnston Related Seminars and Products

Research Manager

PSB Insights

André Sanabia Johnston is a Qualitative Research Director at PSB, based in Washington, DC. He has 7+ years of experience as a researcher and moderator on hard-to-reach segments – particularly with US Hispanic/Latinos, LGBTQ, and gen-Z consumers – and translating qualitative research and analysis into strategy-oriented deliverables for clients across a wide variety of industries. He functions as a true strategic partner, involved in all stages of the qualitative research design process from understanding client needs to develop a sound methodological approach, to discussion guide development and moderation.

André holds two RIVA Institute moderation training certificates and was a recipient of the Young Professionals Award from the QRCA in 2020. He received his B.A. from The University of Virginia, double-majoring in Economics and Women, Gender & Sexuality Studies and holds a Master’s in Business Administration from The George Washington University.

Darby Steiger's Profile

Darby Steiger Related Seminars and Products

Director of Qualitative Research & Survey Design


Darby Steiger is the Director of Qualitative Research & Survey Design at SSRS, a national research firm in Glen Mills, PA. She has been designing and conducting qualitative and survey research on a wide range of social science topics for over 25 years. Before joining SSRS in 2023, Darby spent 10 years at Westat as a senior survey methodologist and 15 years as a senior methodologist at Gallup. She holds two Master’s degrees in Survey Methods and Public Policy from the University of Michigan. Darby is a national leader in the field of social science research, having served on the Executive Council of the American Association for Public Opinion Research (AAPOR) and as Chair of the 77th Annual AAPOR Conference.

Michael Tucker's Profile

Michael Tucker Related Seminars and Products

MR Moderator and Consultant

MLT Research & Consulting

I have been a qualitative market researcher and marketing consultant for more than 27 years, primarily in the healthcare space. My background is in cognitive development and psycholinguistics which affords me unique opportunities to apply these methods to understanding complex decision-making and motivation among key stakeholders across the healthcare spectrum. I've specialized in pre-launch strategy, product positioning, messaging and the development and evaluation of creative themes and executions. In addition, I moderate consulting workshops to help clients and collaborative partners find meaningful ways to transition research findings into practical outcomes.

Bronwen Ward's Profile

Bronwen Ward Related Seminars and Products

Vice President, Insights

Upwords Inc.

Bronwen believes every person has a unique and interesting story to tell. As part of the Upwords team since 2012, Bronwen has been deeply immersed in qualitative research, with great depth of experience in online methodologies. Upwords custom designs market research that inspires human-centered decision making for Strategy, Innovation, Communications and Experiences. We deliver insights that inspire, using technology “with purpose” to help brands make human connections.

Bronwen loves to explore how technology including AI can enhance our work, while staying mindful of (and mitigating) potential risks. She values diverse perspectives and is always seeking to uncover underlying motivations that drive human decision making and behaviour. 


JULY 22 | JULY 23 | JULY 24

Beyond the Surface: AI's Role in Uncovering Layers of Insight in Qualitative Data – Alok Jain 

In the dynamic landscape of qualitative research, uncovering deep insights is paramount for informed decision-making. Traditional methods often require a lot of time and effort to delve deeper into the qualitative research data, leaving valuable insights undiscovered. However, with the advent of AI, researchers now possess a powerful tool to navigate the complexities of qualitative data and reveal hidden layers of meaning. Through a real-world case study and practical examples, attendees will discover how AI algorithms can sift through vast amounts of qualitative data, identifying patterns, sentiments, and themes and expand human capabilities in discovering key insights. Moreover, this presentation will delve into the ethical considerations and best practices for integrating AI into qualitative research workflows. By addressing concerns surrounding bias and data privacy, attendees will gain insights into harnessing AI responsibly to augment human expertise rather than replace it.   

From Bias to Brilliance: How AI is Transforming the Screening Questionnaire Process - André Sanabia Johnston 

Developing effective screening questionnaires is a critical step in conducting successful qualitative research studies. However, the process of creating these questionnaires can be time-consuming and prone to human error. In this presentation, we will explore how artificial intelligence (AI) can be leveraged to streamline the development of screening questionnaires. We will discuss best practices and tools for training an AI model using past screener questions to develop future ones, as well as how to leverage AI to help set up soft quotas and test logic within your screener. We will also explore how AI can help identify potential biases in screening questions and improve the accuracy of industry specific questions. Additionally, we will demonstrate how to use screener data to identify the most unique group to seat in group discussions. During this session, we will cover two popular platforms for leveraging AI in screening questionnaire development: the free version of ChatGPT and the paid version, as well as Copilot. By the end of this presentation, attendees will have a better understanding of how AI can be used to simplify the screening questionnaire development process, saving time and reducing errors. Please join us in exploring the ways in which AI is revolutionizing the screening questionnaire process.   

Unmasking AI: Spotting and Safeguarding Against AI Responses in Asynchronous Qual - Bronwen Ward 

As qualitative research continues to evolve, AI has become increasingly prevalent as a tool that Quallie’s can use to make our lives easier. There is however another side to AI in qual that could jeopardize the integrity of our studies; have you ever wondered if the person you are talking to is sharing their own perspective or if they might be using AI instead?  

In this session we will: 

  • Explore best practices to discourage participants from using AI tools in asynchronous qual. 
  • Share indicators to help identify AI-generated responses, highlighted through real project examples 
  • Hear motivations directly from a participant who admits to using AI in an asynchronous project 
  • Discuss safeguards to support participant integrity. 
  • Provide thought starters for how and when to encourage participants to use AI in qual. 

By the end of this session, attendees will gain insight to better enable them in distinguishing between human and AI responses when conducting asynchronous qual, while learning practical strategies to incorporate into their next project. 

Join Bronwen for helpful tips you can use as we navigate the evolving AI landscape in qual. 

Harnessing Text-to-Image AI for Real-Time Stimulus Creation and Creative Development in Market Research - Florian Groth 

This session explores how text-to-image AI is transforming qualitative research. Witness a case study where AI generated real-time visuals based on participant feedback, fostering deeper insights and a more engaging interview experience. We'll then delve into the future potential of using these AI-generated visuals to accelerate creative development. Discover how market research insights can seamlessly translate into compelling advertising materials.

AI-Powered Projective Techniques: Unlocking Deeper Insights - Isabelle Landreville 

Join me for an engaging session on leveraging AI-powered projective techniques to unlock profound insights. Through real-world examples, session attendees will embark on a journey to explore innovative methodologies that elevate traditional projective techniques to new heights. Think of it is as projective techniques on steroids – where AI serves as the catalyst for creativity and in-depth understanding. I will demonstrate how these upgraded techniques not only enhance the safety and engagement of research participants but also unearth nuanced consumer sentiments and motivations throughout the fieldwork process. Attendees will leave empowered with actionable strategies for infusing AI creativity into their qualitative research fieldwork, paving the way for more profound and meaningful consumer understanding. 

Incorporating Generative AI Imagery in Projective Technique Reportage - Michael Tucker 

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.  

Qualit-AI-tive Analysis: How Does AI Stack Up Against Humans? - Darby Steiger, Nashay Lowe 

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

The Future of Qualitative Research in the Age of Artificial Intelligence - Yogesh Chavda 

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.