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Risks, Rewards and the Human Factor

An Experiment in Generative AI and the Art of Qual Research. Download our report produced in collaboration with our online qualitative research partner – Qualzy. Our report addresses the question of “What could Artificial Intelligence do for qualitative research?”. Its application for quantitative research is emerging, yet qualitative research benefits are less clear. Our AI experiment compared the experiences of participants interacting with questions delivered either via AI alone, AI questions finetuned by a human moderator, or direct questions from a human.