START TIME: 8:00 am US Pacific Time
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:
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.
Explore the realm of AI-generated efficiency for the qualitative research analysis process. In the face of rapidly changing consumer trends, instant insights are in demand more than ever. Enter Quillit, a generative AI tool that can transform raw qualitative data into actionable insights faster than ever before. Delve into leveraging the power of AI as we showcase how Quillit makes it faster and easier for you to get to the beating heart of your qualitative content, and be able to trust the results.
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.
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.
A CloudResearch & Siena College Research Institute Collaboration
Using cutting-edge AI technology, CloudResearch, in collaboration with Siena College Research Institute, conducted in-depth interviews with over 5000 battleground state voters likely to decide the 2024 election. Their responses were candid, often emotional, and underlined some key challenges facing both Joe Biden and Donald Trump.
For the first time in the history of Presidential elections, AI is being used at scale to understand the mind of the voter. Get ready to discover fascinating insights about the people who will decide the next election. We will describe how CloudResearch’s revolutionary new AI-based survey and interview system, Engage, can be used to conduct studies that combine the strengths of both quantitative and qualitative research - including study design, in-depth interviews, automated theme extraction, and data analysis. We will also reveal how Engage AI-driven surveys were used to discover novel insights about the factors affecting the decisions of the most critical voters in the 2024 elections.
| Unmasking AI Handout - Bronwen Ward (3.48 MB) | Available after Purchase | ||
| Harnessing Text-to-Image AI for Real-Time Stimulus Creation and Creative Development in Market Research - Florian Groth (2.02 MB) | Available after Purchase | ||
| AI-Powered Projective Techniques: Unlocking Deeper Insights - Isabelle Landreville (4.36 MB) | Available after Purchase | ||
| Quick Review & Current Applications - Daniel Berkal (7.88 MB) | Available after Purchase | ||
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.
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.
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.
Daniel Berkal is a global authority on integrating AI in qualitative research. Renowned for his creative ethnographic methods, he explores the untold stories hidden within the most unexpected places.
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