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Beyond Human Senses: Integrating AI in Qualitative Research

Total Credits: .5 Advance Credits

Average Rating:
Analysis & Reporting |  Research Design
Sidi Lemine
23 Minutes
Audio and Video
Original Program Date:
Mar 24, 2023


Qualitative AI is here, and will only become more important with time. It offers qualitative researchers the ability to dig into unspoken emotions and behaviors at speed, and to gain high efficiency while increasing rigor. Ignore it at your own peril.



Sidi Lemine's Profile

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Jade Kite

Born with an outsider perspective and a deeply analytical mind, Sidi has always strived to reconcile his belief that each one of us unique with his innate perception of formal patterns of though. After 15 years in insights both client and agency side, he founded Jade Kite, an agency dedicated to enhancing empathy and intuition through Artificial Intelligence. His session will give a brief overview of how combining different AI analysis angles can greatly add to depth and robustness of established qualitative methods.

With a Masters in Artificial Intelligence from Université Paris-Jussieu, Sidi stumbled into world of market research world by setting up the first formal studies in Mauritania, West Africa. Falling in love with the process, he obtained his market research diploma from MRS and worked at several leading global qualitative agencies in London. He has conducted insights work in over 40 countries to define the strategic direction of a number of billion-dollar brands across sectors. He remains a committed futurist who believes smarter thinking and stronger technology can help us focus on what makes us human.