AI Archives

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Striking the Right Balance Between Human and AI Transcription for Qualitative Research

April 4, 2025 0

By now we all know AI transcription of interviews is anything but flawless–esepcially when cultural references are critical to insights, as they can easily be missed by machines. But, if used properly, AI transcription can add efficiency to projects. In this article, multilinguistic researcher Jill Kushner Bishop outlines a decision-making framework to help researchers decide when to consider human or blended human and AI solutions to optimize resources and maximize the quality of insights. […]

Toolbox

Using AI as a Real-time Collaborator for Projective Techniques in Qualitative Research

April 4, 2025 0

Isabelle Landreville has found that using AI as an active part of projective techniques helps create a safe space for participants to express freely and creatively, resulting in deeper and richer insights. In this article she shares how her qualitative research agency has explored three projective techniques with the help of AI and the best practices to implement them. […]

VIEWS Podcasts: Jack Bowen

April 4, 2025 0

CoLoop founder Jack Bowen discusses his journey, AI-driven innovations transforming qualitative research, and future trends shaping the industry in this insightful episode. […]

From the President

From The President – Winter 2024

December 4, 2024 0

BY Jeff Hecker, QRCA PRESIDENT | PRINCIPAL, ATHENA BRAND WISDOM, TORONTO, ONTARIO, CANADA | jeff.hecker@athenabrand.com […]

From the President

From The President – Summer 2024

June 12, 2024 0

By Lauren Isaacson, QRCA President, Founder & Research Director, Curio Research, Vancouver, British Columbia, Canada, lauren@curioresearch.net […]

The State of AI in Qualitative Research—How Researchers Can Benefit

June 12, 2024 0

AI-driven applications for qualitative research are being developed at the speed of light, coming out so quickly that it’s difficult for researchers to keep up. Author Renée Hopkins looks at the current state of AI in qualitative market research and how it’s benefiting researchers. […]

The Future of Qualitative Research—An Ideation Session: How We Can Dramatically Increase Our Value to Clients and Stay Relevant in the Future

June 12, 2024 0

Is traditional qualitative research dead? A provocative question that seems to surface every now and then. With the proliferation of new tech tools and AI, it might feel this way sometimes, but it’s the combination of old and new methods that can help researchers increase their value to clients. Author Len Ferman identifies ideas from a brainstorming session with qualitative researchers to consider in our pursuit to add unique value to brands and businesses. […]

Power and Prediction: The Disruptive Economics of Artificial Intelligence by Ajay Agrawal, Joshua Gans, and Avi Goldfarb, Harvard Business Review Press, 2022

December 6, 2023 0

Jodi McGee reviews Agrawal, Gans, and Goldfarb’s second book about AI, Power and Prediction: The Disruptive Economics of Artificial Intelligence, as a resource for understanding the transformative potential of AI and how we must prepare for the massive impacts that are yet to come. […]

Business Matters

Riding the Wave: How the Professional Gig Economy Is Reframing the Independent Qualitative Researcher

September 21, 2023 0

From AI to software platforms and dozens of tools in between, Nichola Quail—Founder and CEO of Insights Exchange—shares tips on what, when, and how to leverage technology, and how they can benefit your company, based on her own experiences building her company. […]

Making a Splash: How Artistic Swimming’s Reinvention Can Inspire Qualitative Research

September 21, 2023 0

Artistic Swimming was forced to reinvent itself to prevail as an Olympic Sport. Author Cynthia Tello compares this transformation to the one facing qualitative research, sharing lessons learned and offering ideas for qualitative researchers. […]