"AI is an assistant. It's the human creativity that makes AI valuable."
Kathy Cheng, founder and CEO of Nexxt Intelligence, started her career as an interpreter for qualitative research before becoming a moderator herself. She has spent most of her time in the qualitative research side of things and is now using AI to help bring some qual elements into qualitative research with conversational AI.
Kathy explains why deep qual requires stimulation - more than just the conversation - and why AI can't replace it. She also highlights that light qual is more about listening and showcases how technology is already advancing the speed and capability of light qual. And Kathy hypotheses that a hybrid between qual and quant might be more of a new methodology that sits between qual and quant, rather than just two options you can pick and choose from.
Tune in to learn:
• What is conversational AI, and what it means in the context of market research
• Why you probably can't get qualitative depth at quantitative scale
• Advice on how to ask the right questions
• The differences between light qual and deep qual
• Why human-centricity is more important than ever
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